BetMGM has been issued a warning from the Netherlands Gambling Authority (KSA) over the use of Barcelona’s teenage star Lamine Yamal in its advertising.
The online ad featuring the 17-year-old footballer was deemed to be in violation of Dutch laws, which prohibits operators from showing role models who are likely to appeal to minors and vulnerable groups in marketing campaigns.
Yamal’s age also played a part in the regulator’s decision to hand out a warning to BetMGM, as it was deemed his image could influence a younger demographic.
The KSA noted that the ad campaign was visible on an news website for a short period of time and was executed and published by website editors.
BetMGM did not report the ad to the KSA, the regulator said in a statement. Instead, a media company affiliated to the operator flagged the issue with BetMGM.
The KSA pointed out that operators are required by law to report violations that could potentially cause harm to customers to the regulator.
Explaining why the punishment was a warning and not a fine, the KSA said the operator responded quickly to remove the advert.
The regulator’s statement read: “The KSA has dealt with the violation with a warning because BetMGM quickly ended the violation and took adequate measures to prevent recurrence.
“However, the KSA emphasises that it remains the responsibility of providers to comply with the laws and regulations when they outsource advertising campaigns to external parties.
“Incidents must also be reported immediately, regardless of whether an internal investigation is already underway.
“If violations in the area of advertising occur, the KSA can take enforcement action, even if an external partner is involved.”
BetMGM launched its online casino and sports betting product in the Netherlands April 2024.
The brand operates under www.betmgm.nl with the licence being secured by LeoVegas subsidiary 21 Heads up Limited, based in Malta, in July 2023.
The post KSA warns BetMGM over online ad featuring an underage role model first appeared on EGR Intel.
Operator violated Dutch advertising laws with online ad showing FC Barcelona’s 17-year-old winger Lamine Yamal
The post KSA warns BetMGM over online ad featuring an underage role model first appeared on EGR Intel.