Kansspelautoriteit, the Dutch gaming authority, has issued a warning regarding untargeted TV programme advertising after intervening with an unnamed legal gambling provider which advertised during a TV game show.
The ban on untargeted advertising in the Netherlands came into effect on July 1, 2023. Under the ruling, gambling advertisement is not allowed to reach minors, young adults and other vulnerable groups, meaning operators can’t advertise on TV, radio, newspapers, magazines and in public places.
Since existing sponsorship contracts were considered when the ban came into effect, it is permitted to sponsor TV programmes until July 1, 2024, while sports sponsorship is allowed until July 1, 2025. However, these must follow strict conditions.
According to the KSA, the advertising that was shown did not meet the requirements, as a gambling provider’s logo or name must be “stated neutrally”.
During the programme in question, which is sponsored by the unnamed provider, their name was “combined with a game element involving a fruit machine”, which the authority has stated is “not a neutral expression”.
Following discussions with both the unnamed provider and the TV programme in question, the game element was adjusted.
This hasn’t been the only time the KSA has contacted operators since the advertising ban came into play, as the authority intervened with three legal gambling providers for violations regarding untargeted advertising.
Earlier this month, the KSA also began a consultation period for gambling industry stakeholders in the Netherlands to provide their opinions on its updated Responsible Gaming Policy rules.
