The Dutch gaming authority, Kansspelautoriteit (KSA), has issued a warning to BetMGM for violating advertising laws. This action follows the appearance of an advertorial featuring FC Barcelona star Lamine Yamal on a news website, underscoring the strict regulations in the Netherlands concerning the use of role models and marketing appeals to vulnerable groups.

Dutch law strictly prohibits online gambling operators from advertising with role models and mandates that any adverts produced must not appeal to vulnerable groups, including minors. The KSA’s intervention regarding BetMGM’s campaign highlights the regulator’s commitment to enforcing these provisions.

Details of the Infringement and Regulator’s Stance

A statement by the KSA revealed, as reported by iGaming Times, that BetMGM’s advertising campaign was published by the news website’s editors and was online for a short period. While a media company affiliated with BetMGM discovered the advert and reported it back to BetMGM, the KSA noted that it did not hear about the advert directly from the operator itself. The KSA emphasised, as reported by iGaming Times, that while BetMGM’s affiliated media discovered and reported the violation internally, the operator itself did not report it, and licensees are explicitly required to inform the KSA of any errors on their part that could pose a danger to consumers.

BetMGM has only been issued with a warning by the KSA, as the regulator stated, as reported by iGaming Times, that the operator “quickly ended the violation and took adequate measures to prevent recurrence.” However, the KSA stressed, as reported by iGaming Times, that it “remains the responsibility of providers to comply with the laws and regulations when they outsource advertising campaigns to external parties.” The regulator also stated, as reported by iGaming Times, that “Incidents must also be reported immediately, regardless of whether an internal investigation is already underway,” adding that “If violations in the area of advertising occur, the KSA can take enforcement action, even if an external partner is involved.” The specific news website in question was not named by the regulator.

BetMGM’s European Operations and Outlook

The BetMGM brand in Europe is operated by LeoVegas Group. The brand has launched in the markets of the UK, Sweden, and the Netherlands, where it has been licensed since April last year (April 2024). Gary Fritz, President of MGM Interactive (parent company MGM Resorts International), stated during the operator’s Q4 2024 earnings call in February, as reported by iGaming Times, that investments in organic growth with the BetMGM brand in European markets are “going well” so far in 2025. Fritz also conveyed, as reported by iGaming Times, that “Growth is strong, and we believe the operating losses associated with the market entries are going to narrow throughout 2025, setting us up with a really strong exit rate and a meaningful opportunity for operational inflection going into ’26.”

In conclusion, the KSA’s warning to BetMGM highlights the Dutch regulator’s strict enforcement of advertising laws, particularly concerning the use of role models and the protection of minors. While BetMGM received a warning due to its prompt action in rectifying the infringement, the KSA has reiterated operators’ full responsibility for outsourced campaigns and the need for immediate incident reporting. This sets a clear standard for compliant marketing in the Netherlands as the brand continues its strategic European expansion.