The Dutch gambling regulator, Kansspelautoriteit (KSA), has fined JOI Gaming €400,000 for breaking advertising rules. The fine is linked to promotions at Jack’s Racing Day in 2023, an event by the Jack’s brand.

The KSA said the promotion used role models in ways that broke Dutch gambling rules. The decision is part of a larger effort in the Netherlands to limit gambling ads, especially where they might reach minors or young adults.

Strict rules on role models

Dutch law has a broad definition of a role model. Influencers, professional athletes, presenters, and other well-known public figures can all be seen as role models if they have a large following among young people. This applies even if they are not directly promoting a gambling product.

The rules say gambling operators cannot use anyone under 25 in ads for high-risk gambling. When public figures are used, operators must prove these individuals do not reach many minors or young adults and must keep proper records.

These rules are part of the Netherlands’ careful approach to gambling regulation, designed to reduce harm and limit young people’s exposure to gambling.

Advertising rules in context

The Dutch online gambling market officially opened in October 2021 under the Remote Gambling Act. From the start, the rules included strict controls on advertising, player protection, and preventing addiction.

In June 2022, the rules were made stricter through updates to the Betting and Gambling Advertising Regulation. The changes banned the use of role models in ads for high-risk games, after concerns that celebrity campaigns were attracting younger audiences.

More restrictions came in July 2023, when untargeted advertising for online gambling was banned. This included most TV ads, outdoor advertising, and broad sponsorships. For online ads that are allowed, at least 95 per cent of the audience must be aged 24 or older.

What happened at Jack’s Racing Day

JOI Gaming, part of the JVH Gaming group, runs the Jack’s brand online and in physical locations. The case focused on Jack’s Racing Day 2023, a motorsport event described as family-friendly.

The KSA said several well-known figures from Dutch motorsport and entertainment took part in Jack’s promotions at the event. They signed Jack’s branded caps, posed for photos with staff in Jack’s clothing, and appeared in images later shared on social media.

The regulator ruled that these activities counted as advertising for high-risk gambling using role models at a family event. Even though JOI Gaming removed the posts after a warning in 2024, the KSA continued the case. After a temporary injunction delay, the €400,000 fine is now public, sending a clear message to other operators to check their event and sponsorship marketing carefully.