The Kansspelautoriteit (KSA), the Dutch Gaming Authority, has reprimanded three providers for incidents involving sponsorships. The companies were found in violation of new rules regarding sponsorship that went into effect in July, which include the prohibition of sponsoring television programs and events. Under the regulatory update, only sports sponsorships are permitted at the time, until July 2025, the point in which they will also be prohibited.

In sports sponsorships, providers may not target vulnerable groups, including minors and young adults. It is the responsibility of the gambling provider to adhere to these rules at all times, even if third parties are involved in the sponsorship, the KSA warned. However, the regulator noted that it has seen this go wrong “several times.”

In the first of the three incidents noted by the authority, one provider had a sponsorship contract with an organizer of a national event. Despite the fact that this agreement had expired, the organization continued to use the promotional materials that contained the provider’s name, which was no longer allowed after July 1. After the warning from the KSA, the provider immediately had its logo removed from the promo materials. 

A second provider violated the rules in an agreement with a third party. The company sponsored a major sporting event without properly noticing that in the run-up to the tournament, children and young adults played sports at the location. As a result, the provider’s advertising was also visible outside the sporting events to a vulnerable target group.

The KSA emphasized that the provider itself is responsible for the sponsorship’s “expressions and visibility,” and should therefore have been alert to the fact that these were also visible outside the tournament.

In the third incident, the provider breached rules through a sponsorship on a sports webshop. T-shirts of a famous athlete were sold there with the provider’s logo on them, as shirt sponsor. These shirts were also available in children’s sizes, which meant the advertising was aimed at a vulnerable target group. The authority said that the provider took immediate action to ensure that the children’s sizes no longer carried the provider’s logo.

In these three cases, the authority explained again the rules regarding sponsoring to the providers. In the event of a subsequent violation, the KSA said it may take enforcement action, and noted that it is up to the provider to make clear agreements with external parties.

This includes the use of sponsor materials, the time at which sponsor messages are shown, and the way in which they are distributed. In addition, it is also up to the provider to ensure that external parties adhere to these agreements.