Dutch Regulator Warns Betcity and TOTO Over World Cup Ads
The Dutch Gaming Authority (Ksa) has taken action against Betcity and TOTO Winkel after finding that both operators broke rules during the World Cup by using role models in their advertising.
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Investigators said the ads featured clear references to professional football players, combining names, shirt numbers and national team jerseys in a way that left little doubt about the connection.
Under Dutch law, gambling companies are not allowed to use famous athletes or other public figures to promote betting.
The Ksa noted that once the issue was raised, both providers responded quickly. Betcity removed the ads immediately, while TOTO Winkel went further by pulling similar campaigns that had been scheduled.
Mbappé’s name appeared in both ads
The regulator found that both Betcity and TOTO Winkel crossed the line by tying their promotions directly to one of football’s biggest stars.
At Betcity, betting options were displayed alongside national team shirts carrying the names and numbers of well‑known players, including Mbappé and Olise. Even though the athletes themselves were not pictured, the pairing of name, jersey number and national kit left little doubt about who was being referenced.
TOTO Winkel’s campaign went further, placing an ad in a supermarket with the text “MBAPPÉ HATTRICK? WIN €100,- PLAY WITH THIS.” The promotion featured a blue shirt marked with Mbappé’s number, again creating a clear link to the French striker.
In both cases, the Gaming Authority said the use of these identifiers amounted to an association with professional athletes, which is banned under Dutch advertising rules.
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“To protect young people, risk and problem players, strict rules apply to advertising for online games of chance and for licensees of land-based sports betting. These license holders are not allowed to use role models, such as (former) professional athletes, influencers and other well-known people,” the regulator confirmed in its Thursday release.
“The Ksa supervises compliance with these rules and takes action when licence holders violate the role model ban.”
Another BetCity breach
This warning from the KSA comes only months after BetCity was tied to a major fraud case involving one of its former employees.
In February 2026, the Amsterdam District Court ruled that a customer service worker had deliberately broken company rules by issuing free bets far beyond what was permitted.
Four accounts were credited with hundreds of tokens worth €200 each, with one player alone receiving nearly 600 bets. Investigators later confirmed that almost €496,000 in free credits had been handed out, eventually turning into winnings of more than €400,000.
The court found the employee liable, ordering him to pay damages and holding one of the players who benefited partly responsible as well. Together, they must cover over €86,000, while the former worker is personally on the hook for more than €158,000.
That case preceded the regulator’s €2.65 million fine against BetCity for failing to protect young adults from gambling harm.
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