KSA orders TonyBet to remove football-style ad for breaching rules

The Dutch Gambling Authority, Kansspelautoriteit (KSA), has instructed online gambling operator TonyBet to remove an advertisement after determining that it breached the Netherlands' restrictions on the use of role models in gambling ads. The decision followed increased regulatory monitoring during the 2026 FIFA World Cup, a period when gambling advertising traditionally receives greater scrutiny due to heightened public interest in football.

Although the advertisement did not feature any real football players, the regulator concluded that its visual design made clear references to internationally recognised professional footballers. According to the KSA, the combination of shirt numbers, national team jerseys and distinctive physical characteristics made the depicted individuals immediately identifiable as famous players, bringing the advertisement within the scope of the Dutch advertising restrictions.

Dutch regulator strengthens enforcement during World Cup

The Netherlands has progressively tightened its approach to gambling advertising over recent years as part of broader consumer protection measures.

The prohibition on using role models in gambling advertisements came into force in July 2022. The rules were introduced to reduce the appeal of gambling marketing to minors, young adults and vulnerable consumers. Since then, additional restrictions have been implemented, including a ban on untargeted gambling advertising and later restrictions on sports sponsorships involving licensed gambling operators.

During major sporting events such as the FIFA World Cup, the KSA increases supervision of licensed operators to ensure compliance with Dutch gambling legislation. Regulators have repeatedly warned that football tournaments create a heightened risk of excessive exposure to gambling marketing and increased betting activity.

The authority stated that operators remain responsible for ensuring every aspect of their promotional campaigns complies with Dutch law, including indirect references that could be interpreted as featuring well-known public figures.

Recognisable football references triggered the intervention

According to the KSA, the advertisement stopped short of using actual footballers. However, regulators considered the overall presentation sufficient for viewers to associate the characters with famous international players.

The authority explained:

“The ban applies not only when a professional athlete actually appears in an advertisement. Recognisable references to famous athletes are also not permitted. In this advertisement, the jersey numbers, national shirts and physical characteristics caused the depicted individuals to immediately evoke memories of well-known international professional footballers. In doing so, the recognisability of these athletes was exploited to promote online gambling.”

The regulator's interpretation makes clear that advertisers cannot avoid the rules simply by replacing real athletes with lookalike characters if the overall presentation remains clearly identifiable.

This position reflects the KSA's broader objective of preventing gambling operators from leveraging the popularity and influence of sports personalities, whether directly or indirectly.

TonyBet removed the advertisement immediately

Following the regulator's intervention, TonyBet was instructed to remove the advertisement without delay and to ensure that the same or a substantially similar campaign would not be used again.

According to the KSA, the operator acted promptly and complied with the regulator's request by withdrawing the promotional material.

The authority did not announce any financial penalty in relation to the case, instead confirming that the advertisement had been removed following its intervention.

The incident nevertheless serves as another reminder that licensed operators remain under close regulatory supervision in the Netherlands, particularly during major sporting tournaments when advertising activity increases significantly.

Role model restrictions remain a key part of Dutch gambling policy

The Dutch advertising framework is designed to reduce gambling participation among groups considered particularly vulnerable to gambling-related harm.

The prohibition extends well beyond active professional athletes. Influencers, celebrities, former sports professionals and other widely recognised public figures are also covered by the legislation.

The KSA considers recognisability to be the determining factor rather than whether an individual physically appears in an advertisement. If an advertising campaign is designed so consumers immediately associate its imagery with a famous personality, regulators may determine that it violates the role model ban.

This interpretation places additional responsibility on marketing teams and creative agencies to ensure promotional material cannot reasonably be viewed as referencing protected individuals.

Public awareness campaign runs alongside enforcement

Alongside its enforcement activity, the Dutch regulator has continued its consumer awareness efforts throughout the FIFA World Cup.

The KSA's “Laat je niet zoek spelen” campaign focuses on educating young adults about the risks associated with sports betting. Former Netherlands international Glenn Helder, who has spoken publicly about his past gambling addiction, features in the campaign together with influencer Noah Zeeuw.

Rather than promoting gambling, the initiative encourages young adults to consider the potential consequences of sports betting and to make informed decisions during one of the world's largest sporting events.

The awareness campaign forms part of the regulator's broader strategy, combining stricter enforcement against licensed operators with public education designed to reduce gambling-related harm.

Wider implications for gambling marketing

The TonyBet case highlights how regulators are increasingly assessing gambling advertisements based on their overall impression rather than only their explicit content.

For licensed operators, the decision illustrates that visual cues such as shirt designs, player numbers or distinctive appearances may be sufficient to attract regulatory attention if they create an obvious association with well-known athletes.

As gambling advertising rules continue to evolve across Europe, operators are expected to review promotional materials carefully to ensure compliance with local legislation. Creative approaches intended to reference sporting personalities without using them directly may still fall within the scope of advertising restrictions depending on the applicable regulatory framework.

For the Dutch market in particular, the KSA's latest action reinforces its commitment to maintaining strict advertising standards while continuing to prioritise consumer protection during major international sporting events.

Conclusion

The KSA's intervention against TonyBet demonstrates the regulator's broad interpretation of the Netherlands' restrictions on gambling ads featuring role models. By concluding that recognisable visual references to famous footballers can amount to prohibited advertising, the authority has provided further clarity on how the rules will be enforced in practice.

With increased supervision continuing during high-profile sporting tournaments, licensed operators will be expected to ensure that all advertising campaigns comply not only with the wording of the regulations but also with their intended purpose of limiting gambling marketing that could appeal to vulnerable audiences.

FAQs

What action did the Dutch regulator take against TonyBet?
The Dutch Gambling Authority (KSA) instructed TonyBet to remove an advertisement that it determined breached the Netherlands' rules on the use of role models in gambling advertising. According to the regulator, the operator complied promptly with the request.

Why was TonyBet's advertisement considered non-compliant?
Although the advertisement did not feature actual football players, the KSA concluded that the characters' jersey numbers, national team shirts and physical characteristics clearly referenced well-known international professional footballers, making them recognisable to viewers.

What is the Dutch ban on role models in gambling advertising?
The Dutch ban prohibits licensed gambling operators from using role models, including celebrities, influencers and professional athletes, in gambling advertisements to reduce the appeal of gambling marketing to vulnerable groups.

Does the ban only apply to real athletes appearing in advertisements?
No. The KSA has clarified that the ban also covers recognisable references to famous athletes. Advertisements that clearly evoke well-known public figures without showing them directly may still breach the rules.

When did the Netherlands introduce the role model ban?
The prohibition on using role models in gambling advertising came into effect in July 2022. It was later followed by additional restrictions on untargeted gambling advertising and sports sponsorships.

Why does the KSA increase monitoring during major sporting events?
Major tournaments such as the FIFA World Cup typically lead to higher betting activity and increased gambling advertising. The KSA strengthens its supervision during these periods to ensure licensed operators comply with Dutch gambling laws.

Was TonyBet fined for the advertisement?
The KSA stated that TonyBet removed the advertisement after being instructed to do so. The regulator did not announce a financial penalty in connection with this specific case.

Who is protected by the Dutch gambling advertising restrictions?
The regulations are intended to protect minors, young adults, at-risk gamblers and people experiencing gambling-related harm by limiting advertising that could encourage gambling participation.

What awareness campaign did the KSA run during the World Cup?
Alongside its enforcement activities, the KSA launched a public awareness campaign featuring former footballer Glenn Helder and influencer Noah Zeeuw to highlight the risks associated with sports betting, particularly among young adults.

What does this case mean for gambling operators?
The decision demonstrates that gambling operators must carefully review all advertising content, including indirect visual references. Marketing campaigns that create an obvious association with famous athletes or other role models may still violate Dutch advertising regulations even if those individuals do not appear directly.