The Netherlands Gambling Authority (KSA) has taken a decisive stand against the inappropriate use of famous personalities in gambling advertising campaigns targeting youngsters and young adults. This move, driven by the KSA’s commitment to protecting the youth from the perils of problem gambling, resulted in a recent warning issued to the Nederlandse Loterij (NPL) for their involvement in the controversial ‘Deal or no Deal’ advertising campaign.
Regulatory Framework and Intervention:
The KSA, in its proactive approach, intervened after the NPL ran the ‘Deal or no Deal’ campaign featuring a prominent figure with significant influence among young people in the Netherlands. The regulatory body explicitly prohibits the use of celebrities appealing to the youthful demographic in gambling advertisements, a measure implemented after June 30, 2022.
Investigation and Conclusion:
Following the campaign, the KSA conducted an investigation, and its findings led to a warning issued to the NPL. Notably, the KSA opted for a warning instead of a fine, considering ongoing amendments to the regulations during the investigation period.
Purpose of the Ban:
The ban on using famous personalities with a youthful audience reach in gambling advertisements serves as a protective measure for young and impressionable individuals, shielding them from the potential pitfalls of problem gambling.
Enforcement and Previous Instances:
The KSA has actively enforced this regulation in recent months, issuing warnings to online operators who continued to use the voices of famous Dutch figures post the June 30 deadline. The warnings were effective, prompting the operators to cease such advertising efforts, averting the need for a cease-and-desist order.
Communication from the KSA:
The regulatory body reiterated its stance in the lead-up to the FIFA World Cup in Qatar, reminding operators of the rules and emphasizing compliance with the advertising regulations.
The KSA’s vigilant efforts to curb the inappropriate use of famous personalities in gambling advertising campaigns demonstrate a commitment to fostering a responsible gambling environment, especially for the youth. The regulatory framework, timely interventions, and effective communication serve as crucial components in achieving this objective. As the landscape of gambling regulations evolves, continued collaboration between regulatory bodies and operators is paramount to ensuring a safe and responsible gambling experience for all.