BetMGM Receives Caution from Dutch Regulator Over Use of Underage Footballer in Ad Campaign
The Dutch gambling oversight body, Kansspelautoriteit (Ksa), has issued a formal notice to BetMGM following the appearance of underage football star Lamine Yamal in a recent online promotional piece. The campaign has been flagged for breaching strict advertising rules that ban the use of role models and the targeting of minors and other vulnerable demographics. BetMGM Underage Ad
The Ksa took action after the advertisement briefly appeared on a well-known Dutch news website. The promotional material, which prominently displayed images of Yamal, was found to violate Dutch laws on gambling advertising—particularly those that prohibit authorized operators from featuring minors as role models or endorsers.
The regulator emphasized that such ads are considered particularly dangerous due to their potential influence on impressionable audiences.
“Operators are not allowed to advertise using role models. Nor may they target vulnerable groups, including minors,” the Ksa clarified.
The ad was published by the editorial team of the hosting website. A media partner associated with BetMGM identified the breach and alerted the operator. Despite this, BetMGM did not report the incident to the Ksa—a mandatory step under Dutch gambling regulations when there’s a risk to consumer safety.
Read also: High Roller Partners with Playtech to Launch iGaming Platform in Ontario
Operators are required to notify the regulator of any compliance issues that could impact users. Neglecting this duty, whether the breach was caused by an external agency or caught internally, constitutes a regulatory violation.
Instead of imposing a fine, the Ksa opted for a warning, recognizing BetMGM’s prompt removal of the ad and efforts to strengthen oversight. Nonetheless, the regulator made clear that responsibility ultimately lies with the operator, even when third-party agencies are involved in the promotional process.
“Incidents must be reported immediately, regardless of ongoing internal investigations,” the Ksa stated.
The authority also reminded industry players that enforcement actions can be taken for advertising breaches, regardless of whether third parties or external agencies are involved in the violation. BetMGM Underage Ad
