Netherlands regulator penalises Circus Gran Casino for advertising violations
The Netherlands’ gambling regulator, Kansspelautoriteit (KSA), has once again reaffirmed its tough advertising policies by taking action against Circus Gran Casino. This week, KSA ruled that the operator broke rules by using professional sportsmen in its promotional campaigns. In June 2022, KSA enacted a prohibition on the use of role models in gambling adverts. A role model, as defined by KSA, is any person who has achieved popularity, including influencers, models, and sportspeople.
Details of Circus Gran Casino’s violation
Circus Gran Casino’s campaign involved professional athletes from a team of Limburg ice hockey competing on a game machine within the casino’s Maastricht location. Part of the marketing material was an offer of congratulations to the team for having won the tournament. Because the athletes qualified under KSA’s profile of role models, the authority concluded that the campaign violated current regulations.
In response to the ruling, Circus Gran Casino argued that the regulations were not “sufficiently” clear. The operator claimed it was unsure whether the ban applied to all forms of gambling or just specific sectors.
However, KSA firmly stated that the role model ban applies to all gaming arcades offering risky games of chance. Following discussions, Circus Gran Casino cooperated with KSA and promptly removed the advertisement.
KSA’s warning to gambling operators
Following the case, KSA issued a strong warning to all gambling operators, emphasising the importance of compliance. The regulator reminded operators that gaming arcades must fully adhere to advertising restrictions. Additionally, KSA stated it would continue monitoring compliance and act against any violations in the future.
KSA stated, “It is important that all gaming arcades are aware of this.” The regulatory body further added, “The gaming arcade cooperated during the conversation and immediately removed the statements in question following the conversation. We will check whether the statements continue to comply with the role model ban in the future.”
Previous violations of the role model ban
Circus Gran Casino is not the first operator to face scrutiny under the advertising ban. In January, four operators were warned for breaching identical rules, KSA reported. These involved the advertising of betting on Formula 1 motor racing by using indirect allusions to Dutch driver Max Verstappen. Although Verstappen’s image was not featured directly, the adverts relied on visual clues and Verstappen-related puns, which KSA found to be in breach.
The enforcement of the ban on role models has drastically altered the marketing strategy of the gambling industry. Operators have to be very careful about who they use in their adverts. The threat of fines and loss of reputation makes compliance a priority. Yet, the ambiguity in some of the regulations still causes problems for companies.
