Lamine Yamal BetMGM Ad Leads To Warning In The Netherlands
The Dutch gambling regulator, Kansspelautoriteit (KSA), has issued a formal warning to BetMGM regarding an advertisement featuring 17-year-old FC Barcelona player Lamine Yamal. This incident underscores the importance of regulatory compliance in the gambling industry, particularly concerning marketing practices aimed at younger demographics.
Regulatory Landscape: Protecting Minors
Dutch gambling laws are stringent regarding the promotion of betting activities to minors. Specifically, the regulations prohibit bookmakers from using images or endorsements from individuals perceived as influencers among youth. Advertisements featuring individuals under the age of 25 are strictly forbidden. With Yamal’s significant following among the youth, his inclusion in the advertisement was a clear breach of these regulations, given that the legal betting age in the Netherlands is 18.
Immediate Action by BetMGM
Upon receiving the warning, BetMGM acted swiftly to remove the contentious advertisement. This prompt action was pivotal in determining the regulator’s response, resulting in only a warning instead of heavier sanctions. A KSA statement noted, “The KSA has addressed the violation with a warning because BetMGM quickly rectified the mistake and implemented measures to prevent future occurrences.”
However, the regulator expressed concern that BetMGM failed to report the incident, highlighting an essential obligation for licensed operators to notify the KSA of any compliance errors that could jeopardize consumer safety.
Stricter Advertising Regulations on the Horizon
Beginning next month, a comprehensive ban on all sports sponsorships linked to gambling will be enforced in the Netherlands, reflecting a broader European trend towards tightening advertising regulations in the gambling sector.
In the UK, the Premier League has also voted to prohibit betting companies from appearing on the front of team jerseys starting in August 2026. This decision follows a significant investment of approximately $135 million (£104 million) by betting brands on sponsorships in the English top flight for the current season.
Brazilian lawmakers are advocating for a similar ban on gambling advertising at soccer matches. However, clubs are contesting this proposal due to concerns about its potential negative implications for their financial stability.
Countries like Belgium and Italy have already instituted bans on sports teams promoting betting companies. To navigate these restrictions, clubs often display logos associated with gambling companies’ charitable foundations or entertainment websites, circumventing front-of-shirt advertising bans.
In the United States, the Supporting Affordability and Fairness with Every Bet (SAFE Bet) Act has been introduced, proposing a framework of restrictive measures on gambling advertising at the federal level. Senator Richard Blumenthal, who introduced the bill, emphasized the necessity for “safeguards and guardrails for this industry” to address the inadequacies of state-level regulations.
Aligning closely with the Netherlands’ approach, the American Gaming Association’s code mandates that sports betting advertisements must not primarily target individuals below the legal betting age of 21.
As the gambling industry continues to evolve, this incident involving BetMGM exemplifies the growing scrutiny on advertising practices and the need for compliance with increasingly stringent regulations.
About the Author
Adam Roarty is a seasoned writer with extensive experience in the gambling industry. Over the past five years, he has served as a content writer and editor for leading platforms such as Oddschecker, CoinTelegraph, and Gambling Industry News, developing a profound understanding of the sports betting and online gambling landscape. Adam specializes in emerging trends within the continually changing US betting environment, covering topics from prediction markets to evolving legislation and sweepstakes.
