In response to new regulations concerning gambling sponsorship, the Dutch Gaming Authority (KSA) has reprimanded three providers for inappropriate advertising and targeting vulnerable groups.
Starting from July 1, 2024, the Netherlands has introduced new regulations that restrict gambling sponsorships. Providers are now only allowed to sponsor sports events and are prohibited from offering sponsorship content to minors and young people.
Moreover, compliance responsibility lies with the gambling providers, even when involving third-party organizations.
The first case involved a gambling provider whose sponsorship contract with a national event had expired. However, the event organizers continued to display the provider's promotional materials, violating the post-July restrictions. After receiving a warning from the KSA, the provider quickly acted to remove its logo from all materials.
It is noteworthy that sponsors should bear full responsibility for their sponsorship, even if third-party organizers and suppliers are involved.
The second incident involved the sponsorship of a sports event where young people participated in live activities before the main event. This led to the provider's brand being seen by a younger, more vulnerable audience. The KSA clarified that it is the provider's responsibility to prevent advertising from reaching these groups, even indirectly.
Lastly, a sports goods online store sold shirts bearing the logo of a well-known athlete's sponsor, including children's sizes. The supplier's response was to ensure that children's size shirts no longer featured its logo.
The KSA emphasizes that even when collaborating with external partners, providers ultimately have to be responsible for their sponsorship activities.
Therefore, providers must establish clear agreements regarding the use of sponsorship materials, placement of advertisements, and target audiences, and need to supervise third parties to ensure compliance.
Although the KSA has only issued warnings so far, the regulatory body warns that further non-compliance could lead to enforcement actions.
