The Dutch gambling regulator has issued a warning to BetMGM regarding an advertisement featuring Lamine Yamal.

The Dutch gambling regulator, Kansspelautoriteit (KSA), has issued a warning to the popular betting and gaming operator BetMGM. This action was taken after discovering an advertisement that violated existing regulations by featuring an underage role model.

The KSA announced that a BetMGM advertising campaign featured Lamine Yamal, a well-known athlete and role model for minors, which raised concerns. The gambling regulator noted that the campaign ran for only a brief period before a BetMGM-affiliated media company discovered it violated Dutch advertising regulations. Upon discovering the violation, BetMGM acted promptly to resolve the issue. However, the KSA pointed out that BetMGM failed to report the violation as required. In response, the KSA issued a warning to BetMGM, acknowledging that the operator quickly rectified the situation and implemented measures to prevent future occurrences. The Dutch gambling authority emphasized the importance of licensed operators ensuring compliance with regulatory guidelines, even when campaigns are managed by third-party companies. Furthermore, the KSA stressed that any incidents must be reported immediately, regardless of ongoing internal investigations. The authority warned that it could take enforcement action for advertising violations, even if an external partner is involved.

In the Netherlands, online gambling operators are prohibited from using role models in their advertising. Similar to other European countries, Dutch-licensed gambling companies are not allowed to promote ads that might appeal to vulnerable groups. Content that targets minors, vulnerable individuals, or uses role models appealing to these groups is deemed harmful and violates established regulations. The KSA has the authority to impose fines, issue warnings, or, in cases of severe violations, revoke licenses. Recent events highlight this: BetMGM demonstrated swift action to address a violation, managing to avoid fines or sanctions. However, not all operators have been as fortunate. In April, the KSA imposed a €734,000 fine on an operator for failing to protect young adults. Earlier that month, Techno Offshore Limited faced a €1.2 million fine for allegedly offering its services illegally to Dutch customers.