KSA orders TonyBet to scrap World Cup ad over indirect use of athlete imagery
2026-07-17
Source: Global Gaming Insider
The Dutch KSA ordered TonyBet to pull a World Cup ad that implicitly used recognisable footballers, violating the role-model ban. The operator complied, while the regulator continues intensified World Cup surveillance and previously warned VBet over banned live betting markets.
The Dutch gambling regulator, the Kansspelautoriteit (KSA), has instructed online operator TonyBet to remove a World Cup advertisement that violated the country’s prohibition on using role models in gambling marketing.
The KSA spotted the campaign during its enhanced surveillance of gambling promotions throughout the football World Cup. Regulators stated that the ad featured individuals whose shirt numbers, national team uniforms, and physical characteristics strongly suggested famous international footballers, even though no actual players appeared. Under Dutch rules, the ban extends to any depiction that unmistakably evokes a recognisable athlete.
TonyBet promptly complied with the removal order and pledged not to reuse the advertisement or any similar campaign in the future.
Role-model ban rationale
The Netherlands forbids gambling operators from deploying role models—including current or former professional athletes, influencers, and other public figures—in advertisements. The KSA explained that this measure exists to shield minors, at-risk individuals, and problem gamblers from marketing that leverages recognisable public personalities.
The regulator reinforced that the ban covers indirect references to identifiable professional athletes, even when the campaign does not show them directly.
Wider World Cup oversight
Alongside this enforcement action, the KSA is running a public-awareness campaign titled "Laat je niet zoekspelen" (Don't lose yourself to gambling), which stresses the dangers of sports betting, especially for young adults.
During the same World Cup monitoring period, the KSA recently issued a warning to Scgo Limited, the operator of VBet, after detecting prohibited live betting markets. The regulator found that VBet was offering wagers on events such as throw-ins, fouls, corner kicks, and offsides—bets that are banned in the Netherlands because of their heightened match-fixing risk.
VBet removed the offending markets immediately upon notification, but the KSA cautioned that any further violations could trigger formal enforcement measures.