Dutch Regulator Cracks Down on TonyBet Over World Cup Ad Featuring Footballer Likenesses

The Netherlands' gambling authority, Kansspelautoriteit (KSA), has reprimanded online operator TonyBet for running a World Cup advertisement that it says violated the country's ban on using role models to promote gambling. The regulator spotted the ad during intensified monitoring of marketing activity around the 2026 FIFA World Cup.

According to the KSA, the advertisement did not show real athletes but depicted characters whose "jersey numbers, national shirts, and physical characteristics" closely resembled well-known professional footballers. The regulator argued that this still constitutes exploiting the recognisability of role models for promotional purposes and is therefore prohibited under Dutch law.

Background of the Ban

The Netherlands introduced the ban on using role models in gambling advertising in July 2022, ahead of a broader prohibition on untargeted gambling ads a year later and a subsequent ban on sports sponsorship. The measure aims to protect minors, at-risk gamblers, and problem gamblers. It applies not only to professional athletes but also to influencers, celebrities, and other public figures.

The KSA clarified its stance: "Recognisable references to famous athletes are also not permitted." The regulator added that the depicted individuals, through their jersey numbers, national shirts, and physical characteristics, immediately brought to mind internationally famous footballers, thereby using their likeness to promote online betting.

Enforcement and Compliance

The KSA ordered TonyBet to remove the contested advertisement forthwith and to ensure that neither it nor any similar material be used again. The regulator confirmed that the operator complied promptly.

In addition to its stepped-up surveillance of gambling ads during the World Cup, the KSA also ran an awareness campaign featuring former footballers Glenn Helder and Noah Zeeuw. The campaign was designed to highlight the risks of sports betting, especially among young adults.