The Kansspelautoriteit (KSA), the independent gambling regulator in the Netherlands, has imposed a fine of €400,000 ($438,296) on Betent, an Entain-owned company, for advertising towards young people. The investigation was initiated after reports from the consumer program Kassa revealed that Betent had been targeting younger individuals in its advertising campaigns between October 2021 and March 2022. The KSA’s inquiry discovered that Betent had sent messages to its online customer base, including players aged 18-24 years, without taking sufficient measures to warn consumers about the associated risks or prevent the advertising from reaching young people.
Advertising towards Young People:
Betent’s violation of Dutch law stemmed from targeting young adults in its advertising campaigns, which is considered forbidden in the Netherlands. The country’s legislation designates the 18-24 age range as a vulnerable group in terms of advertising. During the investigation, the KSA found that Betent had sent emails and messages through its BetCity brand, promoting games of chance on the website, without providing adequate warnings about the potential risks involved or taking measures to prevent young people from being exposed to the advertisements.
KSA’s Response and Fines:
The KSA has imposed a fine of €400,000 ($438,296) on Betent for its violation. The regulator emphasized the vulnerability of young people to developing gambling addictions due to their still-developing brains. This is the fourth fine issued by the KSA within a six-month period against providers advertising towards young people. The KSA’s Chairman, René Jansen, emphasized the importance of gambling providers adhering to the rules aimed at protecting vulnerable target groups and highlighted the regulatory authority’s commitment to monitoring compliance with these regulations.
Entain’s Acquisition of BetCity:
Entain, a leading gambling company, completed the €450 million purchase of BetCity in January 2023. The acquisition was announced in the previous summer, further expanding Entain’s presence in the gambling market. However, this recent fine imposed on Betent raises concerns about responsible advertising practices and compliance with regulations within Entain’s portfolio of companies.
Protecting Vulnerable Groups:
The KSA’s action against Betent underscores the significance of protecting vulnerable groups, particularly young people, from potentially harmful advertising practices in the gambling industry. The recognition that individuals aged 18-24 are more susceptible to developing gambling addictions due to their ongoing brain development reinforces the need for strict regulations and enforcement. By imposing substantial fines on companies that target young people in their advertising campaigns, the KSA aims to deter such practices and ensure responsible gambling practices in the Netherlands.
The imposition of a €400,000 fine on Betent by the KSA serves as a warning to gambling operators about the consequences of targeting young people in their advertising efforts. Betent’s violation of Dutch law by advertising to individuals aged 18-24 without providing adequate warnings or protective measures highlights the importance of responsible advertising practices and safeguarding vulnerable demographics. As the KSA continues to monitor and enforce regulations, it aims to protect young people from developing gambling addictions and promote a safer gambling environment in the Netherlands. This incident also raises questions about Entain’s commitment to responsible advertising practices and compliance within its acquired companies.