KSA issues new ban on role model advertising
From the end of June, operators will not be able to use role models in adverts in the Netherlands
The Dutch Gambling Authority (KSA) sent letters to advertising agencies and operators outlining the new rules on role model advertising that are set to come in on 30 June 2022. These rules cover everyone in the public eye, such as current and former football players, influencers and models. The exceptions to this rule are charity lotteries, the state lottery and Lotto. After the rule has been enacted, the KSA has said it will closely monitor whether operators and agencies comply with the ban. If a firm is found to be in violation the rules, then the regulator will bring down enforcement action straightaway. This move comes after KSA chair Rene Jansen said back in April that the launch of the Dutch market was not as successful as expected due to the volume of advertising online by operators. At the time, Jansen mentioned the new role model ban but also said that in the future there would be a ban on untargeted advertising as well. The KSA has also launched an investigation into advertising that operators are sending to young people aged between 18-24, which is currently prohibited under KSA rules. Last month, the regulator issued a warning to affiliates to comply with the law regarding advertising and not to promote unlicensed sites to the Dutch public.