While sponsorship of television programs is currently permitted until 1 July 2024, stringent conditions must be adhered to.

The Dutch Gaming Authority (KSA) recently took action against a gaming provider for breaching regulations concerning untargeted advertising during a television game show. 

The crux of the matter lay in the way the sponsorship was displayed. In sponsoring a legal provider, the program intertwined the provider's name with a game element featuring a fruit machine – a move deemed non-neutral by the KSA, and thus a failure to meet the stipulated requirements.

Following discussions with both the gaming provider and the involved TV program, modifications were made to the contentious game element to bring it in line with the regulatory framework.

The prohibition on untargeted advertising came into effect on 1 July 2023. This regulation is aimed at safeguarding minors, young adults and other vulnerable groups from the recruitment and advertising activities of gambling providers. 

From this date onward, advertising through television, radio, newspapers and magazines has been strictly prohibited. Additionally, advertisements in public spaces such as billboards, bus shelters and accessible buildings – like casinos, arcades, cinemas and cafes – are also banned.

Existing sponsorship contracts were considered when implementing the ban, allowing for the continued sponsorship of TV programs until 1 July 2024. Sports sponsorship, on the other hand, will be permissible until 1 July 2025.

The KSA’s recent intervention serves as a reminder of the importance of adhering to these regulations when dealing with gambling-related subject matter.