The Dutch gambling regulator Kansspelautoriteit (KSA) has issued a warning to BetMGM for violating advertising laws after a promotional article featuring FC Barcelona forward Lamine Yamal appeared on a news website.
Under Dutch law, online gambling operators are prohibited from using role models, including famous athletes, in their advertising. They are also required to ensure that advertisements do not appeal to vulnerable groups, including minors.
According to a statement by the KSA, the promotional content was published by the editorial team of the news website and remained online for a short period. The violation was discovered by a media company affiliated with BetMGM, which subsequently reported the issue to BetMGM.
However, the regulator noted that the operator itself did not report the incident to the KSA, as is legally required. The name of the news website was not disclosed in the report.
“A BetMGM-affiliated media company discovered the violation and reported it back to BetMGM,” the Dutch regulator said.
“The provider did not report it, but should have: licensees are required to inform the KSA of errors on their part that could pose a danger to consumers.”
The regulator issued only a warning, noting that BetMGM acted quickly to end the violation and implemented sufficient measures to prevent its recurrence.
“However, the KSA emphasises that it remains the responsibility of providers to comply with the laws and regulations when they outsource advertising campaigns to external parties,” the regulator added.
“Incidents must also be reported immediately, regardless of whether an internal investigation is already underway. If violations in the area of advertising occur, the KSA can take enforcement action, even if an external partner is involved.”
In Europe, the BetMGM brand is operated by LeoVegas and has been licensed in the Netherlands since April of last year. It is also active in the UK and Swedish markets.
In February, Gary Fritz, President of MGM Resorts International’s Interactive division, stated during the company’s Q4 2024 earnings call that investments in BetMGM’s organic growth in Europe are showing positive results in 2025.
Fritz said: “Growth is strong, and we believe the operating losses associated with the market entries are going to narrow throughout 2025, setting us up with a really strong exit rate and a meaningful opportunity for operational inflection going into ’26.”
Don’t forget to subscribe to our Telegram channel!
