KSA issues caution after BetMGM briefly featured Lamine Yamal in campaign
The Dutch Gambling Authority (Kansspelautoriteit/KSA) has issued an official warning to BetMGM for using underage football sensation Lamine Yamal in a recent advertising campaign — a direct breach of the Netherlands’ strict advertising laws for gambling.
Yamal, the 17-year-old winger for FC Barcelona and the Spanish national team, was momentarily featured in promotional material, sparking immediate concern due to regulations that prohibit the use of role models — especially minors — in gambling promotions.
Breach Identified — But Quickly Resolved
According to KSA, the advert was created by a media partner affiliated with BetMGM and subsequently published without due diligence. The campaign was spotted and flagged by another BetMGM affiliate, prompting the company to immediately remove the content. However, BetMGM failed to notify the regulator, which it was obligated to do under Dutch gambling compliance protocols.
While the regulator acknowledged this failure to report, it chose not to impose a fine, stating:
“BetMGM quickly ended the violation and took adequate measures to prevent a recurrence.”
Laws Protecting Minors and Role Models in Focus
Dutch gambling law explicitly bars licensed operators from using any public figures, particularly sports players and influencers, who may hold youth appeal. Yamal — who debuted with Spain’s senior team at just 16 and rose to global fame after appearing in major UEFA competitions — clearly falls into that category.
This incident comes at a time when the Netherlands is transitioning away from sports sponsorships by gambling firms, with a full ban going live on 1 July 2025. The KSA has made it clear that enforcement will intensify in the run-up to this deadline.
Sports & Gambling Relationship Under Review
The BetMGM incident underscores a growing tension between sports marketing and regulated gambling frameworks. As operators across Europe face mounting restrictions, this case highlights the importance of compliance awareness among affiliates and partners.
Despite this misstep, BetMGM appears to have acted swiftly to rectify the issue — narrowly avoiding harsher penalties.
