KSA said the breaches ranged from placing adverts in environments aimed at young people and the use of role models. The Netherlands has strict rules for advertising gambling, including bans on ads on television, radio, print and in public places.

The regulator did not reveal the identities of any of the operators involved in the breaches. It did, however, publish information about the cases to highlight wrongdoing and discourage similar activity by others.

For two of the cases, errors were flagged within collaborations with partner organisations . In one instance, the logo for a gambling business was placed on the pace-setting car during a motorsport event, which was also seen on the public road after the event ended.

According to KSA, branding on vehicles on public roads is classed as untargeted advertising, which is prohibited in the Netherlands. The regulator flagged this to the operator in question and it was agreed the car would only be seen during the races and at the event locations in the future.

Similar issues arose with another operator, which placed adverts for a land-based venue on digital screens at a gym. However, as the gym specifically targets young people and young adults, KSA flagged this as a breach of regulations. KSA again issued a specific warning over the matter.

Regulator reiterates role model advertising ban

The other five cases related to use of a so-called ‘role model’ in adverts. A role model is defined as someone who has achieved fame, such as a model, influencer or footballer. Operators have been banned from using role models to promote gambling since June 2022.

KSA highlighted one case where an operated used an actor and well-known animated characters to advertise its gambling website. In its ruling, KSA said this form of advertising would mainly appeal to a younger audience.

Another four warnings concerned role models, with several operators advertising betting on Formula 1 moto-racing events. Some of these ads made reference to Dutch F1 driver Max Verstappen.

While the operators did actually not use an image of Verstappen, they made certain hints to the driver for the purpose of the adverts. This included puns and certain visual elements.

“KSA takes these kinds of creative attempts to circumvent the ban on role models very seriously,” the regulator said. “In general, it is not permitted to include references to a role model in any way, directly or indirectly.

“If parties cross the line again after a warning, a heavier sanction may follow.”