The Netherlands gambling regulator (Kansspelautoriteit/KSA) has reminded operators that untargeted ads are no longer permitted. The warning comes in the wake of a recent violation that forced the KSA to intervene.

According to the authority, a licensed gambling company had aired an untargeted ad during a TV game show. While the Netherlands has yet to fully prohibit TV sponsorships, there are some strict restrictions, that this operator violated.

For reference, the Netherlands banned untargeted advertisements last year and is set to disallow TV sponsorships from July 1, 2024. Then, a year later, the country also plans to ban gambling sponsorship contracts in professional sports.

The gradual crackdown on gambling advertisements and sponsorships takes in mind gambling companies’ existing deals and provides them with ample time to prepare for the changes. However, the KSA continues to detect certain violations from time to time.

The crackdown on advertising seeks to combat the concerning problem gambling rates in the country and protect minors and vulnerable groups from exposure to gambling content.

The KSA Asked the Operator and TV Program to Fix the Issue

Commenting on the current case, the KSA explained that the advertisement in question failed to meet the conditions for TV program sponsorships. According to the authority, such sponsorships mean that an operator’s logo is allowed to appear neutrally during broadcasts.

However, the TV program in question also featured a game element involving a fruit-themed slot. The KSA emphasized that it does not believe this to be a “neutral expression.”

The KSA added that it contacted the operator and the TV program in question, addressing the matter. As a result, the game element was adjusted, the regulator concluded.

The current warning comes a month after the KSA launched a probe into slot machine arcades. In December, the authority warned that supervisors will carry out checks on compliance with the requirements of addiction prevention, ensuring that arcades do not violate the rules.

In the meantime, the KSA prepares for a major leadership change this year as René Jansen, its current board chairman, reached retirement age and decided not to renew his term.

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Gambling company with a strong focus on building a one-of-a-kind mix of player experiences, digital channels, and branded venues in the United Kingdom and Spain, Rank Group, has been criticized by the Advertising Standards Agency (ASA) in regard to a challenging Instagram post from Mecca Bingo. 

The latter, which is the group’s community gaming brand aimed at the British market, has been accused of publishing a post consisting of two photos that allegedly suggested that gambling could “enhance a person’s self-image or self-esteem.”

Complaints From the Public

The post, which showcased popular drag queen, Baga Chipz, and was originally published on April 16, sparked controversy online while also attracting two complaints. 

The first image of the post showed Baga Chipz dressed in a plain and dark outfit, with no makeup on and showing a serious face. The second photo showed the drag queen in a completely different mood, smiling, holding a glass of champagne, and wearing a full face of makeup.

The post was accompanied by a series of hashtags including #bingo, #winning, #feelinggood, and #winningfeeling as well as a text that read “Before playing Mecca Bingo vs after playing Mecca Bingo.”

The same post reprimanded by the AGA was accompanied by the caption “A good game can transform you! Don’t you just love that post-bingo glow?”

The two complaints from the public challenged whether the purpose of the post was to suggest that gambling may improve the self-esteem and self-image of a person, which would have deemed its message irresponsible.

The ASA Ruled the Public Complaints Were Founded

While assessing the complaints, the watchdog established that the Instagram post together with its caption and hashtags, could imply that a person would be able to achieve a higher self-image by engaging in bingo gameplay, as well as by winning.

The agency ASA also ruled that some viewers might interpret the use of Baga Chipz as a reference to drag queens in general, as explained by the operator itself while emphasizing that the “overall impression” of the post would suggest that gambling could improve a person’s self-esteem and self-image.

Accordingly, the body asked Rank Group to not display the ad again while asking them to make sure that their upcoming marketing communications will not fall into the same rabbit hole. 

Rank Group acknowledged the ad might have been interpreted the wrong way when viewed by someone who did not understand the “full context” while adding that the purpose of the post was “very evidently light-hearted.”

Mecca Bingo further explained the post was used to convey the message that their services were “fun and entertaining” and that the term “good game” was aimed at the positive experience and atmosphere tied to the brand. Last month, the group announced inking an agreement with Pragmatic Play for their live casino games after it extended its long-term partnership with Kambi in August.

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The Australian Communications and Media Authority (ACMA) has issued a warning to Feral Holdings, an online gambling company that offered casino-style games. Instead of money, the operator took CS:GO skins as wagers.

Feral’s site, CS:GO Roll, offered Australian players a unique approach to gambling. Instead of wagering money, players would deposit expensive skins from the popular competitive game Counter-Strike: Global Offensive.

Skins, as the name implies, allow players to change the look of virtual assets in a game. CS:GO skins, for example, add an extra layer of customization to the game, allowing fans to spice up their style with unique weapon colors and patterns. Skins can vary in quality and price, with some reaching thousands of dollars.

CS:GO Roll who deposit skins would receive a number of in-game tokens they could use to gamble on casino-style games, the ACMA reported. After winning, players would be paid out in CS:GO skins, which can be sold on third-party platforms for real money.

Despite its unique approach, however, Feral Holdings and its CS:GO Roll website offered what the regulator considers to constitute illegal gambling. Under the Interactive Gambling Act 2001, casino-style online games that are played for real money or valuable items are strictly prohibited.

As a result, the ACMA warned Feral Holdings and had it withdraw its site from the Australian market.

ACMA’s Chair Said CS:GO Roll Is “Concerning”

Nerida O’Loughlin, ACMA’s chair, commented on the matter, saying that all gambling sites operating in Australia are required to follow the Australian gambling laws. She noted that this applies even to sites that use a type of non-traditional currency.

She noted that this includes payment methods such as cryptocurrencies or even skins.

Providing casino-style games online is prohibited in Australia when playing for money or something of value, whether that’s Australian dollars, cryptocurrency or in this case, online gaming skins.

Nerida O’Loughlin, chair, ACMA

O’Loughlin added that the CS:GO Roll site is especially concerning since it is designed to appeal to young people. In the worst-case scenario, such offerings can be a gateway to gambling for the youth.

Skins gambling services are particularly concerning as they tap into a youth market and have the potential to convert gamers into gamblers.

Nerida O’Loughlin, chair, ACMA

Following its warning, the ACMA reminded Australian customers that it can check whether the gambling service they are using is legal in the country by checking the ACMA register of licensed companies. In addition, the ACMA website contains information about how players can protect themselves from illegal gambling.

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