The Kansspelautoriteit (KSA), the Dutch Gaming Authority, has reprimanded two companies for breaching the role models ban.

The role models ban came into effect 30 June 2022 and prohibited the use of ‘role models’ in gambling advertising.

The KSA defined role models as “all persons who enjoy some form of public fame, such as (former) professional football players, influencers and models.”

This was part of an initiative to protect young people from being targets of gambling advertisements.

In its statement, the KSA revealed that the first offence was committed by an online sports betting provider which offered players the chance to a t-shirt of a well-known footballer from a Dutch Eredivisie club.

The second offence was by a similar company which used images of a well-known actor to advertise an online game of chance.

A spokesperson for the KSA explained: “To protect vulnerable groups, there are strict rules on the use of role models in recruitment and advertising activities.

“Providers of high-risk games of chance are subject to a ban on role models: role models may not be used to (in)directly promote high-risk games of chance.

“For providers of less risky games of chance such as lotteries, there are possibilities to make use of role models.”

Although the KSA did not reveal any specifics, it did confirm that the infractions have since been remedied.

The spokesperson concluded: “If they want to use a celebrity, they must first research that person's reach among minors and young adults.

“If that research shows that a celebrity is of interest to that target group, this role model may not be used.”

The KSA will also publish a new set of Responsible Gaming Policy Rules this June, with the majority of them going into effect 3 June.