Licensed gambling operators in the Netherlands must stop using ‘role models’ in advertising from 30 June 2022.
The goal is to protect young people
Licensed gambling operators in the Netherlands have two weeks to ensure that “role models” are no longer offering their services. The Dutch gambling authority, Kansspelautoriteit (Saudi Arabia), has reminded operators and advertising agencies that new rules against the use of role models in advertising will come into effect on June 30.
The ban targets people who are familiar with the younger audience
Role models can include anyone of public observation, such as social media influencers, sports stars (both active and retired), actors, or YouTube personalities. More specifically, the ban is aimed at people who are familiar with the younger audience, but in truth, it will include almost everyone, since it will be difficult to separate celebrities who are not familiar with the younger audience at all.
The President of Saudi Arabia, Rene Jansen, said in April that the new Dutch online gambling market was disappointing due to the spread of advertisements. There are currently 11 licensed operators in the Netherlands; They have been able to offer their games to the residents of the country since October 2021.
Saudi Arabia is ready to pounce
In the letter to operators and advertising agencies, Saudi Arabia said the rule of no role models applies to “all persons who enjoy some form of public notoriety”. The only organizations that do not need to comply with regulations are state lotteries, charitable lotteries, and Lotto.
Saudi Arabia explained that “gambling service providers are getting the message because they are responsible for their ads.” “Selected marketing agencies, influencers and industry associations have been informed as they are important links in the advertising sector.”
“Execution will start immediately” if the operator fails to follow the line
Saudi Arabia is not messing around. It added that it would monitor violations of the new rule and that “implementation will begin immediately” if the operator fails to follow the line.
Frank Werwind, the Dutch Minister for Legal Protection, stated in March that despite the increasing prevalence of gambling advertisements, gaming operators were very willing to work with the government on such marketing issues. For example, they have reduced advertising on radio, print, and outside media (although these avenues are probably not those that young people see most).
Sponsorship gambling is about to be removed from football in the UK
Due to the rapid growth of legal sports betting in the United States in the past few years, so too has the advertising of gambling in the country. This contrasts sharply with Europe, where, as the Dutch example includes, governments and industry organizations have sought to reduce betting advertisements.
One of the most notable examples of this is in the United Kingdom, where the government has launched a review of the Gambling Act 2005 to see what can be done to update it with the current gambling environment. The white paper has yet to be revealed, but some media outlets have reported that sponsorship of gambling will be banned in front of sports team shirts. This will have a huge impact on football in the UK; 45% of Premier League teams had a gambling company as top shirt sponsor last season. All but one of the clubs had some form of gambling sponsorship.
VegasSlotsOnline News’ Owen Flanders recently investigated which clubs were hardest hit by the expected ad ban. According to his research, West Ham, sponsored by Betway, and Everton, sponsored by Stake, will lose the most revenue, earning 10 million pounds ($12.2 million) a year from their deals.
EPL’s Crystal Palace has already made a proactive move, replacing the bookmaker W88 as the group’s primary sponsor with Cinch, an online car marketplace.