KSA Warns BetMGM Over Ad Featuring Soccer Pro Lamine Yamal

The Dutch Gaming Authority (Kansspelautoriteit/KSA) announced that it had reprimanded sports betting giant BetMGM over a violation of the country’s prohibition on featuring “role models” in gambling ads. In this case, an advert promoting BetMGM’s products featured the well-known soccer player Lamine Yamal.

BetMGM’s Ad Featured a Prominent Athlete

Per the Netherlands’ rules on gambling, operators should not market their products in a way that can appeal to vulnerable groups, such as underage viewers. As a result, gambling companies should not offer ads that feature athletes and celebrities that could appeal to younger players.

As a winger for Barcelona, Yamal is a prominent player whose image would definitely be known to many younger soccer fans, especially those who love the Spanish team. To top it all off, his energetic style of play has cemented him as one of the best players in the world, further highlighting his popularity.

As mentioned, Yamal was featured in a short advertising campaign for the operator, which was executed and published by the operator’s editors. As a result, the KSA determined that the ad in question violated the Netherlands’ rules.

KSA Let BetMGM Off with a Warning

The KSA understood that a BetMGM-affiliated media company had detected the violation reported it back to the operator. However, BetMGM did not self-report the violation to the KSA, which was likewise a violation of the Dutch rules.

For reference, KSA licensees must report instances of non-compliance whenever they identify them.

However, the KSA acknowledged that BetMGM did end the violation as soon as possible and followed up with quick action to rectify the mistake. As a result, the Dutch regulator decided to let BetMGM off with a warning.

Still, the KSA emphasized that operators should be vigilant and comply with all applicable laws and regulations at all times. The regulator furthermore reasserted that all instances of harmful non-compliance should be reported regardless of whether an internal investigation Is already underway.

Netherlands to Ban Sponsorships

In other news, the KSA, recently warned operators that it is preparing to tighten the supervision of its new rules on advertising and gambling sponsorships in sports. This warning came as the final phase of the Netherlands’ continued efforts to phase out untargeted ads looms.

From July 1 onward, operators in the country will be prohibited from sponsoring professional sports clubs and athletes. The KSA vowed to remain vigilant and uphold this ban.

In the meantime, Altenar just entered the country in partnership with Starcasino.