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“Role models” in gambling ads banned by Dutch regulator

The Dutch Gaming Authority, Kansspelautoriteit (KSA), has put out a reminder of their enforced ban on “role models” in gambling marketing, put in place from June 30th of this year.

The KSA authorities sent out a statement last week that reinforced their position on role models, which ultimately comes down to a celebrity endorsement but includes sports stars, Youtubers, and other social media influencers – effectively banning affiliate marketing when it comes to gambling.

The statement said: “In letters, the KSA points out the stricter rules that will apply from 30 June. From this date, role models are no longer allowed to appear in gambling advertisements,” the KSA’s statement outlined.

“This concerns all persons who enjoy some form of public fame, such as (former) professional football players, influencers, and models. Only the charity lotteries, the state lottery, and the lotto are exempt from the ban.

“The gambling providers receive the letter because they are responsible for their advertising. The selected marketing and influencer agencies and industry associations have been informed because they are important links in the advertising sector.”

The reminder comes after two unnamed operators in the country were disciplined for using the voices of famous Dutch people to promote gambling items: one on a television advert and another on a podcast.