Key Moments:
- The Dutch regulator Kansspelautoriteit levied a €400,000 fine against JOI Gaming over advertising at Jack’s Racing Day 2023
- The regulator determined that public figures participated in promotional activities in breach of rules prohibiting the use of role models in high-risk gambling advertising
- The decision followed an interim injunction by JOI Gaming, which delayed publication until the restriction was lifted
Overview of Regulatory Action
JOI Gaming, part of the JVH Gaming group and operator of the Jack’s brand both online and in physical venues, has been fined €400,000 by the Netherlands gambling authority (KSA). The penalty followed an investigation into marketing activities conducted during Jack’s Racing Day 2023, where the regulator found the company violated advertising restrictions by using public figures classified as role models.
Role Models in Dutch Gambling Advertising
Dutch regulations outline a broad definition of “role models,” extending to influencers, current or former athletes, presenters, and any public figure with notable influence among young people. The rules prohibit operators from using individuals under 25 in high-risk gambling advertising and require that public figures used in advertising cannot have significant reach among minors or young adults.
Since the Remote Gambling Act took effect in October 2021, strict guidelines have limited gambling advertising, player acquisition, and required addiction prevention measures. These restrictions intensified in June 2022 with a ban on role models in promotions for high-risk games, motivated by concerns over celebrity-driven exposure to younger audiences. Further changes in July 2023 banned untargeted advertising of online games of chance and mandated that allowed digital campaigns must reach audiences of which at least 95 percent are 24 or older. Operators must assess and document the audience profile for any public figure involved in marketing.
The Incident at Jack’s Racing Day 2023
Jack’s Racing Day, a motorsport event promoted as family-friendly, became the focal point of the investigation. The KSA observed that prominent Dutch motorsport and entertainment personalities participated in Jack’s promotional activities, including autograph signings and photo opportunities with branded merchandise. These images subsequently appeared on social media, which the authority saw as breaching advertising rules on high-risk games of chance using role models at an event likely to include a substantial number of minors and young adults.
Process, Fine, and Transparency Developments
The issue surfaced in 2024 when the KSA instructed JOI Gaming to remove the social media posts related to the event. Although the posts were deleted, the regulator continued its investigation. The €400,000 fine reflected the extensive promotional reach observed.
Initially, the operator secured an interim injunction that prevented the immediate publication of the regulator’s decision. With the lifting of this restriction, the KSA announced its findings and re-emphasized that license holders must ensure full compliance with prohibitions on the use of role models, including event settings and associated social media content.
Implications for the Market
This case underlines the regulator’s approach to treating sponsorship and event-based activity as advertising, regardless of whether the event itself is gambling-focused. Family-oriented events are likely to face increased scrutiny due to the presence of younger audiences. The outcome urges licensed operators to closely review their event sponsorships, public figure relationships, and advertising content for compliance with existing rules.
The regulator is expected to sustain a firm stance on branding activities involving sports, entertainment, and celebrities as further advertising and sponsorship restrictions approach.
| Event | Operator | Fine Amount | Infringement | Regulatory Body |
|---|---|---|---|---|
| Jack’s Racing Day 2023 | JOI Gaming | €400,000 | Use of role models in gambling advertising | Kansspelautoriteit (KSA) |
- Author
Daniel Williams
