Forbidden Icons: Ksa Reprimands Betcity and TOTO Winkel Over World Cup Ad Violations

The Dutch gambling regulator Kansspelautoriteit (Ksa) is taking a firm stand on the protection of young and vulnerable individuals. In a recent decision, the operators Betcity and TOTO Winkel were formally addressed for exceeding legal boundaries in their marketing strategies during the 2026 World Cup. The core issue was not the direct depiction of athletes, but the clever combination of characteristics that created a clear link to football stars in the minds of consumers.

It was particularly notable that the marketing departments attempted to bypass the strict ban on role models in advertising. In the Netherlands, it has been prohibited for some time to use celebrities, influencers, or professional athletes to promote online gambling. However, the Ksa determined that simply mentioning names in conjunction with squad numbers and national jerseys is sufficient to violate these protective regulations.

Numbers and facts

Investigation focused on specific advertising materials found at Betcity and within the supermarket branches of TOTO Winkel. Betcity displayed betting options alongside images of national team shirts featuring the names and numbers of famous players such as Mbappé and Olise. TOTO Winkel, the retail arm of the Dutch national lottery and betting operator, went a step further. An advertisement discovered in a supermarket featured the text: 'MBAPPÉ HATTRICK? WIN €100.- PLAY HERE'. A blue shirt bearing the French striker's number was depicted alongside this message.

The regulator judged this as a clear violation, as the combination of these elements established an impermissible association with professional athletes. The Ksa emphasized that the protection of minors and players at risk of gambling-related harm is the highest priority. Marketing measures that leverage the influence of idols are considered a dangerous incentive that must be curtailed by regulation.

"The Ksa continues to actively monitor compliance across the market and takes swift enforcement action whenever license holders breach these advertising restrictions." - Spokesperson for the Kansspelautoriteit (Ksa)

Background

The Netherlands has implemented one of the strictest advertising regimes in Europe. The ban on role models covers not only active athletes but also former professionals and public figures. In this specific case, the providers tried to utilize the visual identity of players without showing their faces. However, the Ksa made it clear that the overall impact on the consumer is decisive. As soon as a public figure is unmistakably identifiable through specific characteristics like name and shirt number, the advertising ban is considered violated. Following the regulator's intervention, the offending materials were removed immediately. TOTO Winkel also proactively withdrew planned campaigns that had not yet been launched.

Why it matters for German players

This development is significant for German players because the State Treaty on Gambling 2021 (GlüStV 2021) in Germany pursues very similar protection goals. Here too, the Joint Gambling Authority of the States (GGL) strictly ensures that advertising is not misleading and does not specifically target minors. While the use of athletes in German TV advertising is still visible under certain conditions, the strict stake limits of 1 Euro per spin on slots and the monthly deposit limit of 1,000 Euro via the LUGAS system show that player protection is at the heart of the law.

Anyone playing at a provider on the official GGL whitelist in Germany can rely on the fact that legal violations, similar to those in the Netherlands, would be consistently prosecuted here. German players should avoid illegal offers without a license from Malta or Curacao, as these often do not adhere to such advertising restrictions and offer no access to exclusion systems like OASIS. The Mbappé case shows that regulated markets in Europe are moving closer together regarding ethical marketing.

What it means for GGL-licensed casinos

German casinos with a GGL license must carefully review their marketing strategies. The Ksa's decision could serve as a blueprint for the GGL if providers attempt to stretch local rules through "hidden" testimonials. Since the German supervisory authority has already taken action several times against illegal streamer marketing and affiliate violations, sensitivity to this topic is high. Licensed operators must ensure that their campaigns are not only legally sound but also morally responsible to avoid risking their German concession.