The Dutch gambling watchdog, Kansspelautoriteit (KSA), has recently issued a cautionary note to BetMGM following an advertisement that featured 17-year-old football sensation, Lamine Yamal. The ad, which showcased the FC Barcelona winger, found itself at odds with Dutch advertising regulations. These rules explicitly prohibit betting companies from utilizing personalities who wield significant influence over younger audiences in their marketing endeavors.

The spotlight on football players for promotional purposes is a specific concern for the regulatory body. Given that Yamal is below the Netherlands’ legal gambling age of 18, this particular case drew additional scrutiny. Nevertheless, the KSA opted for a lenient approach by issuing a warning after BetMGM promptly rectified the breach. An affiliate media company associated with BetMGM was the first to flag the issue, prompting swift action from the operator.

In its statement, the KSA acknowledged BetMGM’s rapid response and effective measures to avoid future infractions. However, it did point out a critical oversight by BetMGM — failing to report the violation directly to them as mandated by Dutch gaming legislation. “Licensees are obliged to notify the KSA about any mistakes on their part that could endanger consumers,” emphasized the authority in its communiqué.

Dutch Authorities Keeping a Close Eye on Betting

Since re-regulation under the KOA Act in October 2021, the Dutch online betting market has seen remarkable growth. The number of licensed operators has surged from an initial ten to over thirty. Among these is BetMGM, which made its debut in the Netherlands in 2024 as part of its second European venture after launching in the UK. Owned by MGM Resorts through LeoVegas, BetMGM operates differently in Europe compared to its US counterpart—a joint venture between MGM and UK-based Entain.

This expansion within the Dutch betting landscape has naturally led to increased advertising efforts across various channels including television, internet platforms, and sports sponsorships. In response to this uptick and potential concerns around it, regulators introduced a rule concerning role models in June 2022. Furthermore, starting from July 1st, 2025, all forms of sports sponsorships will face prohibition.

As these reforms take shape—ranging from finance risk checks to sponsorship bans—the government remains vigilant about their implementation. Both clubs and betting firms have received stern warnings from both KSA and Minister Teun Struycken regarding stringent enforcement of these new rules; they’ve taken lessons from neighboring Belgium where some entities sought loopholes around similar restrictions.

In essence, as BetMGM navigates through this evolving regulatory landscape alongside other stakeholders within The Netherlands’ vibrant betting ecosystem, adherence to emerging guidelines becomes crucial not only for compliance but also for fostering responsible gambling practices among consumers.