Kansspelautoriteit, the Dutch gaming authority, has fined Hillside New Media Malta, bet365’s Malta-based operating company, for violating advertising laws.
Ksa has issued a €400,000 fine to Hillside for “targeted advertising and bonuses to young adults” – those aged between 18 and 24 under the regulatory standards – who had accounts with the company between 26 October 2021 and 1 February 2022.
The investigation into Hillside was initiated following the broadcast of Kassa, a consumer-focused TV programme that conducts investigations into products and services and tests them.
The Ksa said in a statement: “Vulnerable groups, such as young adults, must be given extra protection. The brains of young people are still developing.
“As a result, they are extra vulnerable to developing gambling addiction. Gaming providers must fully respect the rules intended to protect vulnerable groups. That did not happen here and therefore this fine.”
Stricter marketing and advertising licensing conditions were introduced in the Netherlands last year, forcing Dutch licence holders to refrain from ‘un-targeted advertising’, meaning those aged between 18-24 cannot be sent marketing material. Any commercial ads must be targeted towards those in older age groups.