KSA warns operators as sports sponsorship ban approaches

The Dutch gambling authority, Kansspelautoriteit (KSA), is intensifying its enforcement of gambling advertising regulations as the country moves forward with robust measures aimed at responsible marketing practices.

In a recent communication to licensed online operators, the KSA emphasized its vigilant stance and readiness to respond promptly to any infractions, particularly as the ban on sports sponsorship is set to take effect on July 1. This pivotal deadline marks a significant shift in the regulatory landscape of gambling advertising in the Netherlands.

The inception of these restrictions occurred in July 2023, implementing broad limitations on untargeted gambling advertisements across various media platforms, including television, radio, digital channels, and public venues. However, recognizing the complexities of existing contracts, a two-year grace period was instituted for current sports sponsorship agreements. This transition period concludes on July 1, 2025, at which point all sponsorships associated with athletes, sports teams, leagues, uniforms, or promotional materials will be categorically prohibited.

The KSA is actively collaborating with industry stakeholders to navigate these impending changes and address potential ambiguities. In this context, the regulator is closely monitoring international developments, particularly in jurisdictions like Italy and Belgium, where comparable advertising bans have been enacted. For instance, in Belgium, certain football clubs have attempted to maneuver around these restrictions by promoting affiliated foundations or media entities, rather than directly advertising gambling brands. The Belgian gambling authority has responded decisively, issuing warnings to prominent clubs such as Club Brugge KV and RSC Anderlecht for purported violations of the new sponsorship directives.

This proactive stance by the KSA indicates a decisive commitment to fostering a safer gambling environment while adhering to contemporary best practices. As regulations continue to evolve, stakeholders within the gambling industry must remain informed and adaptable to ensure compliance and uphold their reputation within the marketplace.