The Netherlands Gambling Authority (KSA) has publicly criticised TOTO Online for breaching the country’s ban on using role models in gambling advertisements.
The offending advert appeared across the social media channels of eight professional football clubs, promoting a competition tied to a €5 bet at TOTO Online.
The prize on offer was a football shirt signed by players from those clubs, which the KSA determined was sufficient to constitute a role model violation.
Dutch law defines role models as famous or well-known individuals, including footballers, influencers, and celebrities, and prohibits their use in gambling promotions.
“During the promotional campaign, TOTO Online used club shirts that were signed by the players of the football clubs,” the regulator said in its official statement on the matter.
“It was precisely the involvement of the players that made the campaign attractive to supporters,” the KSA continued, explaining that the teams were indirectly used to promote online gambling.
The regulator concluded that the ban on role models had been clearly violated, issuing a formal reprimand to TOTO Online as a result of the investigation.
The KSA also announced it will increase and expand its monitoring of gambling advertisements during the World Cup, which kicked off on 11 June 2026.
KSA director of licensing and supervision Ella Seijsener highlighted the particular risks the tournament presents, especially for younger bettors across the Netherlands.
“Around major sporting events, the temptation to gamble on sports matches increases,” Seijsener said, warning that young adults in particular underestimate the associated dangers.
She added that the KSA is specifically monitoring compliance with advertising regulations during this heightened period of sporting and betting activity.
To support responsible gambling during the tournament, the KSA launched a ‘Don’t lose yourself in the game’ campaign targeting young adults about the risks of sports betting.
In a separate enforcement action this week, the KSA also fined operator 711 a total of €886,000 for failing to comply with duty of care requirements.
