The Dutch Gaming Authority, Kansspelautoriteit (KSA), undertook a comprehensive investigation into the marketing practices of licensees, discovering a widespread adherence to the recently imposed ban. This prohibition, initiated since June 30, 2022, restricts licensed operators from featuring “role models” in their advertisements, encompassing individuals enjoying public fame, such as sports personalities and social media influencers. The primary aim of this measure is to protect vulnerable demographics, especially youth, from the potential adverse impacts of gambling.
Key Findings of the Investigation:
According to the KSA report, the majority of licensees complied with the ban, underscoring its effectiveness. Only a minimal violation occurred, involving two licensees who used the voices of renowned Dutch figures in their marketing campaigns post the stipulated date. This transgression was promptly addressed by the regulator, issuing warnings to the offenders. Notably, upon receiving the warnings, both operators promptly ceased the use of celebrity voices in their advertisements, averting potential cease and desist orders.
Focus on Safeguarding Vulnerable Groups:
The prohibition on utilizing “role models” in gambling ads resonates with the KSA’s commitment to safeguarding young individuals and other susceptible groups from the perils of gambling-related harm. By preventing the association of gambling with admired public figures, the authority aims to mitigate the allure and normalization of gambling activities, particularly among impressionable demographics.
Regulatory Vigilance and Future Outlook:
Looking ahead, the KSA remains resolute in its monitoring efforts to ensure ongoing compliance among operators. Despite the initial success, the authority remains vigilant, intending to closely scrutinize operators’ adherence to the ban. It’s important to note that only charitable lotteries, the Dutch state lottery, and the lotto are exempt from this advertising prohibition.
Actions Against Unlicensed Operators:
In addition to overseeing licensed operators, the KSA has taken decisive action against unlicensed entities operating in the Netherlands. Through threats of fines, the regulator compelled two unlicensed operators to withdraw their services from Dutch citizens. This resolute action underscores the KSA’s commitment to upholding regulatory standards and protecting Dutch consumers from unregulated gambling practices.
The KSA’s investigation into the compliance of licensees with the ban on featuring “role models” in gambling advertisements reveals a largely positive outcome. With the regulatory focus firmly on safeguarding vulnerable groups, particularly youth, from the potential adverse effects of gambling, the authority remains dedicated to ensuring strict adherence to these advertising guidelines. Additionally, the proactive measures against unlicensed operators emphasize the KSA’s commitment to maintaining a regulated and safe gambling environment in the Netherlands.