Dutch Regulator Calls Out TOTO Online Over Role‑Model Ban Breach
The Dutch Gaming Authority (KSA) has taken action against TOTO Online after finding that the operator breached the country’s strict role‑model advertising rules.
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According to the regulator, eight professional football clubs promoted a campaign on their social media pages offering fans a chance to win a signed club shirt if they placed a €5 bet with TOTO Online.
Because the shirts were signed by players, the KSA concluded that the promotion relied on the appeal of professional footballers, something the rules explicitly forbid.
The regulator stressed that the role‑model ban exists to shield vulnerable groups, especially young people and those at risk of gambling harm, from advertising that uses celebrities, influencers, or professional athletes.
Indirect use still counts as a violation
Dutch law prohibits online gambling operators from using any form of role model in their marketing. This includes current and former professional athletes, influencers, celebrities, and even sports teams made up of professional players.
In the TOTO Online case, the regulator pointed out that the signed shirts were the key draw of the campaign. Supporters were encouraged to place a bet not because of the product itself, but because of the connection to well‑known footballers.
By tying the promotion to players’ signatures, the campaign effectively used those athletes as promotional tools, even if they did not appear directly in the ads. The KSA said this indirect use still counts as a violation.
With the World Cup approaching, the KSA warned that it will be paying even closer attention to gambling advertising. This week, it hit operator 711 with an €886,000 fine for not doing enough to protect players from gambling addiction.
Ella Seijsener, the KSA’s Director of Licensing & Supervision, said the regulator is preparing for heightened risks: “Around major sporting events, the temptation to gamble on sports competitions is increasing. We see that more money is being used and that young adults in particular underestimate the dangers.
“That is why we are keeping extra supervision of compliance with the advertising rules during this period.”
Alongside enforcement, the KSA is also running its World Cup awareness campaign, “Don’t let yourself be lost,” aimed at warning young adults about the risks of sports betting.
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