• Kansspelautoriteit reprimanded BetMGM over an advertisement with an underage role model
• The advertisement in question, featuring Lamine Yamal, appeared briefly online and, according to Kansspelautoriteit, violated the established rules
• Gambling firms need to monitor their advertising activities and ensure compliance with the existing legal framework

The Dutch gambling regulator, Kansspelautoriteit (KSA), issued a warning against a popular betting and gaming operator after uncovering an advertisement that breached the established regulations.

On Monday, the gambling watchdog confirmed it reprimanded BetMGM, the leading betting and gaming operator, for using an underage role model for an advertorial.

Violation of the rules was resolved swiftly, thus a warning was sufficient

The KSA revealed that an advertisement campaign for BetMGM featured the popular underage role model and football player, Lamine Yamal.

The gambling regulator said that the campaign of the online games of chance provider was only "for a short time" before a BetMGM-affiliated media company uncovered it violated the advertising rules in the Netherlands.

Once the violation was discovered, BetMGM took action and resolved it.

Still, the KSA confirmed that the operator did not report the violation, although they should have.

"The KSA has dealt with the violation with a warning, because BetMGM quickly ended the violation and took adequate measures to prevent recurrence," a statement released by the Dutch gambling watchdog reads.

The KSA reiterated that licensed operators are required to monitor their compliance with the established regulatory framework even in cases where they outsource the advertising campaigns to third-party companies.

"Incidents must also be reported immediately, regardless of whether an internal investigation is already underway. If violations in the area of ??advertising occur, the KSA can take enforcement action, even if an external partner is involved," the KSA wrote.

KSA continues to monitor the market

In the Netherlands, the use of role models by online gambling operators for advertising is not permitted.

Similar to other European countries, gambling companies that hold a Dutch license are not allowed to run ads that may appeal to vulnerable groups.

Content that may appeal to minors, vulnerable groups or uses role models that may appeal to those groups is considered harmful and in violation of the established regulations.

This is why the KSA has the authority and power to enforce fines, issue warnings or cases of severe breaches, to revoke licenses.

Considering the latest case, it is evident that BetMGM's quick response and remedy were sufficient to address the violation without the need for the enforcement of a fine or other sanctions.

Unlike BetMGM, other operators have not been this lucky.

In April, the KSA issued a €734,000 fine after an operator failed to protect young adults.

Earlier in April, Techno Offshore Limited was hit with a €1.2m fine after allegedly offering its services illegally to Dutch customers.

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