The Nederlandse Loterij’s online betting and gaming division, TOTO Online, has been cautioned for breaching Dutch gambling marketing rules.
This is not the first time the company has found itself in the firing line of Dutch betting regulations in the years since the 2021 re-regulation of the market, having been fined €400,000 (£345,000) back in 2022.
The Kansspelautoriteit (KSA) has warned TOTO Online about using ‘role models’ in its marketing material, something which has been prohibited since the government began tightening advertising regulations up in 2023.
The now three year old ban put a stop to operators using figures deemed ‘role models’ in marketing and advertising, whether these be active or former footballers, social media personalities and influencers, or celebrities.
In TOTO Online’s case, the KSA cautioned the firm after its brand was promoted via social media channels of eight professional football clubs. The posts shared a promotion saying that customers would win a shirt signed by players if they bet €5 via TOTO Online.
“Around major sporting events, the temptation to gamble on sports matches increases,” said Ella Seijsener, Director of Licensing and Supervision.
“We see that more money is being wagered and that young adults in particular underestimate the dangers. That is why we are maintaining extra oversight of compliance with advertising regulations, especially during this period.”
The 2026 World Cup got underway on Thursday 11 June with the clash between co-host Mexico and South Africa – two participants in an expanded tournament which has 48 teams for the first time.
The Netherlands first game against Japan is set to take place on Sunday 14 June, and against this backdrop the KSA is being extra vigilant for potential marketing infractions by betting operators.
The warning comes amid ongoing discussions about a potential privatisation of the Nederlandse Loteriij, a prospect the Dutch lottery operator seems very open to.