The Dutch gambling regulator Kansspelautoriteit (KSA) is stepping up enforcement as a full ban on sports sponsorships by gambling operators approaches. Starting 1 July, all gambling-related sponsorship in Dutch sports will be prohibited, covering everything from shirts to tournament partnerships.
Good to know
- The ban includes team, athlete, and competition sponsorships.
- KSA will begin enforcing the rule immediately from 1 July.
- Operators have not been allowed to sign new sponsorship deals since July 2023.
The KSA has reminded operators that time is almost up to comply with the final stage of the Netherlands’ gambling advertising crackdown. From 1 July, any remaining sports sponsorships linked to gambling will be illegal, a move that completes a phased implementation of stricter advertising rules.
The regulator had already outlawed gambling ads on TV, radio, in print, and in public spaces as of July 2023. Event sponsorships were also banned at that time. The delay in banning direct sports sponsorships was meant to give clubs and athletes time to conclude existing contracts and adjust to the policy change.
Since then, teams and individuals have been prohibited from signing any new sponsorship agreements with gambling companies.
KSA prepares to act on violations
With the full ban just weeks away, the KSA has started gathering information from operators about current advertising and sponsorship deals. It has now made it clear that it will closely monitor for any breaches starting 1 July and will act immediately against violators.
The regulator is not just watching the surface-level deals. It also plans to crack down on any attempts to sidestep the ban using indirect promotions or creative loopholes.
Michel Groothuizen, chairman of the KSA, explained the reason behind the strict stance:
“This law was drawn up to protect young adults and other vulnerable groups. You do that by preventing them from being exposed to gambling advertising, regardless of who the advertising comes from.
We at KSA will be very vigilant about that.”
He also pointed to how regulators in other countries have seen gambling companies attempt to bypass similar bans, something he hopes will not happen in the Netherlands.
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