Dutch law prohibits online gambling operators from advertising with role models. They must also make sure any adverts produced don’t appeal to vulnerable groups, including minors.
A statement by the KSA revealed that BetMGM’s advertising campaign was published by the news website’s editors and was online for a short period. A media company affiliated with BetMGM discovered the advert and reported it back to BetMGM.
However, KSA noted that they didn’t hear anything about the advert from the operator themselves. The news website in question was also not identified.
The Dutch regulator said: “A BetMGM-affiliated media company discovered the violation and reported it back to BetMGM. The provider did not report it, but should have: licensees are required to inform the KSA of errors on their part that could pose a danger to consumers.”
BetMGM has only been issued with a warning by the KSA, as the regulator said the operator “quickly ended the violation and took adequate measures to prevent recurrence.
“However, the KSA emphasises that it remains the responsibility of providers to comply with the laws and regulations when they outsource advertising campaigns to external parties,” the regulator added.
“Incidents must also be reported immediately, regardless of whether an internal investigation is already underway. If violations in the area of advertising occur, the KSA can take enforcement action, even if an external partner is involved.”
The BetMGM brand in Europe is operated by LeoVegas Group. The brand has launched in the markets of the UK, Sweden and the Netherlands, where it has been licensed since April last year.
In February, MGM Resorts International’s President of MGM Interactive, Gary Fritz, stated during the operator’s Q4 2024 earnings call that investments in organic growth with the BetMGM brand in European markets are “going well” so far in 2025.
Fritz said: “Growth is strong, and we believe the operating losses associated with the market entries are going to narrow throughout 2025, setting us up with a really strong exit rate and a meaningful opportunity for operational inflection going into ’26.”
