In a recent development, a Dutch football club has made the decision to retract its proposed advertisement featuring the club captain on a city building. This decision came following a warning from the Gaming Authority (KSA), which cited potential violations of regulations. The advertisement plan involved showcasing a life-size image of the club captain donning a shirt with the logo of an online gaming provider, with whom the club holds a sponsorship contract.
Regulatory Concerns:
The primary issue highlighted by the KSA was the potential violation of regulations regarding advertising for online gambling. The KSA deemed the proposed advertisement not as sports sponsorship but as untargeted advertising for online gambling, which is subject to specific regulations.
Distinction from Sports Sponsorship:
Unlike conventional sports sponsorship, where sponsors’ logos are neutrally displayed on athletes’ attire, the proposed advertisement lacked a direct association between the promotion and the sporting activity or venue. This deviation raised concerns regarding the nature of the advertisement and its compliance with existing regulations.
Role of Athletes as Role Models:
The KSA raised an additional concern regarding the use of well-known athletes in advertising for gambling-related activities. Such advertisements could potentially infringe on regulations prohibiting the use of role models to promote gambling, given the influence and reach of these athletes.
Communication and Preemptive Action:
The KSA effectively communicated its stance to all relevant parties, including the football club, the gaming provider, and the municipality where the advertisement was intended. Additionally, the KSA issued a warning of preventive sanctions should the advertisement proceed, prompting the football club to withdraw its plans proactively.
The decision by the Dutch football club to retract its proposed advertisement underscores the importance of regulatory compliance in advertising, particularly concerning sensitive areas such as online gambling. The incident highlights the need for clear distinctions between sports sponsorship and other forms of advertising, as well as the responsibility of stakeholders to adhere to established regulations to avoid potential sanctions or legal repercussions.