BetMGM warned after featuring teen footballer in gambling ad 4e142

The Dutch regulatory authority, Kansspelautoriteit (KSA), has warned BetMGM about an ad that briefly featured FC Barcelona teenage sensation, Lamine Yamal.

According to Dutch law, operators are prohibited from using role models in gambling ads. This is due to the appeal of role models like Yamal to children, while Dutch law also prohibits role models that appeal to any other vulnerable groups.

BetMGM have since ended the ad as soon as the regulator notified them. This resulted in just a warning for the operator, with no further action being taken.

However, with teen gambling rates escalating across Europe, what’s being done to stop these issues further? Should BetMGM have faced harsher punishment?

Youth gambling issues are prevalent across Europe 1h6s3s

While underage gambling issues surge across Europe, it is problems like those mentioned above that continue to feed the problem.

This is because the use of underage models in gambling ads helps normalise youth gambling and potentially targets teens who are not legally allowed to gamble.

Research has shown that youth gambling problems have been exacerbated due to links between online gaming and gambling. Due to the rise of loot boxes across some of the most popular video games, kids are already becoming addicted to forms of gambling.

This normalisation of gambling is clearly an issue, and raises concerns regarding responsible gambling, so regulators like the KSA are right to crack down on the use of underage role models in gambling ads.

Should operators face harsher punishments? 502x6q

BetMGM only received a warning following the ad. This is because the operator swiftly stopped the ad and “took adequate measures to prevent recurrence.”

Nevertheless, the carelessness, which saw the editorial team at BetMGM publish the advert, is a problem that should not be taken lightly. Moreover, they also failed to notify the KSA of the violation, as licensees are required to report any errors that could lead to consumer harm.

The KSA is taking further action regarding regulations soon and has already warned fellow operators 711 and Betca due to similar issues involving underage models. Further actions will see the KSA end all sports sponsorship by online gambling companies.

Despite the KSA emphasising the need for providers to comply with regulations and alert them immediately of any errors, not enough is being done.

Future regulations and penalties 102a34

It is a lack of due diligence that led to the use of Yamal in the advert. Evidently, the problem of teenage gambling is not being taken seriously enough by many operators.

As a result, harsher penalties could be considered to mitigate these issues, especially when operators violate regulations, such as hefty fines.

Many other regulatory bodies have taken further actions to address youth gambling problems. 

For example, Ireland has imposed a gambling ad watershed, while Spain has introduced a host of new regulations that protect young adults, such as limiting promotional content and excluding them from VIP programmes.

Regardless of the warning sent to BetMGM and other operators, youth gambling problems remain across Europe. And more needs to be done to stop it.