Kansspelautoriteit (KSA), the Dutch regulatory body for gambling, has hit Bingoal, a popular sports betting and casino operator in the country, with a €400,000 fine for breaching advertising rules.
Advertising to People Aged 18-24
The KSA has quickly become known as one of the most stringent regulatory bodies in the iGaming industry. Since its inception in 2021, the regulated Dutch market has put a particular emphasis on regulations around advertising to young and vulnerable players.
Following an investigation, the KSA found that Bingoal had been advertising to players between the ages of 18-24 with an advertising campaign that took place between October 2021 and March 2022.
The regulator was forced into action following a broadcast from Kassa. Kassa is a popular consumer-affairs program that airs in the Netherlands that highlights bad customer service and business practices. The show focused on Bingoal’s advertising activities, claiming that it had sent out advertising messages to young people.
Several Companies Fines
Kassa has been responsible for highlighting several instances of this happening, and the KSA has always been quick to respond to the allegations. A total of five providers have been fined for breaking these kinds of rules in recent months.
The case of Bingoal was particularly interesting for the KSA, as the investigation uncovered that the operator had the technology in place to ensure such advertising material was never shown to the wrong people. The regulator criticised the company’s inability to use this technology.
Bingoal has been quick to respond to the fine. While not challenging it, they have pointed out that there is a lack of clarity when it comes to advertising rules. The company argued that the word ‘targeting’ is ill-defined and that it leaves companies open to misinterpretation. It also argued that the rules left the door open for unlicensed operators to come in and break rules that they would have no intention of paying fines for.
A Tightly Regulated Market
The Dutch market opened for business in October 2021 after several delays. The market has experienced plenty of teething pains, with the Kansspelautoriteit quickly establishing stringent rules around advertisements and betting limits.
Critics have argued that the KSA has made the rules too strict, with some major operators avoiding the market as a result. There are also concerns about Dutch players looking to unregulated operators as they find their own too restricting.
Further clampdowns on advertising are incoming. Bans on advertising in public spaces, such as billboards, and football stadiums, will kick in on July 1st. This move has received a mixed response from the industry, especially from licensed operators within the Netherlands.
