Three gambling companies were recently warned by the Dutch gambling authority, the Kansspelautoriteit (KSA), for violating new sponsorship regulations. These rules, which went into effect on July 1, 2024, forbid funding public events and television shows. Sports sponsorship is still allowed through July 2025, but sponsors must refrain from focusing on vulnerable populations, such as children and teenagers.
Regardless of whether they handle sponsorships directly or collaborate with outside organizers, the KSA mandates that gambling enterprises strictly follow these guidelines. The KSA has reported a number of infractions in which businesses neglected to keep promotional materials out of the hands of younger consumers.
Cases Highlight Missteps in Sponsorship Agreements
In one instance, a provider’s promotional materials continued to be used at a national event despite their contract expiring. After the agreement ended, the event’s organizer displayed the provider’s branding, violating the new regulations. The KSA intervened, leading the provider to promptly remove its logo from all related materials.
A second provider faced issues during a major sports event they sponsored. Children and young adults participated in pre-event activities, during which the provider’s advertising appeared in spaces accessible to minors. The KSA clarified that providers are responsible for monitoring sponsorship visibility, particularly around vulnerable groups, and should ensure that ads are limited to event-specific times.
In the third case, a provider’s logo appeared on T-shirts in a sports webshop where children’s sizes were available. This was considered an indirect advertising effort aimed at a vulnerable group, a clear violation. The provider took corrective action by removing their logo from children’s merchandise, complying with KSA’s request.
The KSA has reinforced its stance on strict sponsorship adherence and has reminded providers of their responsibility to maintain clear agreements with any external parties. If future breaches occur, the KSA may pursue enforcement actions. Providers are advised to ensure their logos and messages only reach appropriate audiences, maintaining control over third-party advertising efforts. Clear boundaries, such as restricting the visibility of sponsor materials outside of events, remain critical for compliance.
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