Due to a recent change in the Dutch gambling regulations, the State Lottery found itself at loggerheads with the Ksa over previously approved ads featuring local sports stars.
With the deepening understanding of the impact of influencers, celebrities and sports stars on gambling adoption regulatory authorities are having to review their above the line advertising policies.
One of the draw cards for working within a regulated jurisdiction for operators is the ability to run television, radio, and print ads. These ads can also include recognised brands, popular celebrities, and other “hooks” to grab the attention of the locals.
Not On Our Watch
However, the Dutch Gaming Authority Kansspelautoriteit (Ksa) has ordered the State Lottery to stop airing all advertising featuring professional soccer players ahead of the European Football Championship.
The Ksa commented saying:
“An objective of the games of chance policy is to prevent vulnerable groups, including young people, from coming into contact with games of chance.”
The recently updated Dutch Gaming Act extended its prohibition on using professional athletes and sports stars to include the State Lottery. Prior to this amendment the Betting and Gambling Act 1964 (Wet op de kansspelen) restrictions applied only to online and land-based casinos which were the commonly held targets of all restrictions referencing the promotion of ‘games of chance’.
Kicking Off the Euros
The trigger for this action appears to a series of adverts aired on local television beginning May 25th which featured several well-known Dutch football players. These players had been selected to represent the Netherlands in the upcoming UEFA European Football Championships and the advert was using them to promote the purchase of lottery tickets.
With the new gambling regulations expressly forbidding the use of sports celebrities in the “recruitment and advertising” of games of chance the Lottery was ordered to cease and desist the campaign.
The Ksa issued a warning that should the State Lottery not adhere to the order to shut down the ads they would be fined €100,000 for every day that the ads aired post the allotted grace period. The maximum potential fines they faced over these ads would be limited to €3.5 million.
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