The Dutch gambling authority, known as Kansspelautoriteit (KSA), has recently flagged Hotel Gaming Services, the operator of Circus Gran Casino, for violating regulations regarding the promotion of gambling through the use of so-called “role models” in their advertising strategies.
This week, KSA brought to light that Circus Gran Casino employed local professional ice hockey players to market its venue in Maastricht. In particular, the controversial advertisement featured these athletes in their sports uniforms operating gaming machines in the arcade, along with a celebratory note congratulating their team for a recent tournament victory.
The KSA has been enforcing a prohibition on the promotion of gambling activities using role models—defined as individuals who have notable public recognition, including athletes, models, and social media influencers—since June 2022. Given that the athletes starred in the casino’s advertisement, KSA classified them as role models, which led to the conclusion that the casino had breached the existing ban.
In a statement regarding the matter, Circus Gran Casino argued that the guidelines around the use of role models were ambiguous, questioning how broadly these rules apply to different types of gambling activities. Nonetheless, KSA maintained that the ban is fully applicable to gaming arcades, which are associated with games that can pose potential risks to players. Thus, the casino was found in violation of the advertising regulations.
KSA emphasized the need for all gaming establishments to comprehend and adhere strictly to these rules. The authority noted that Circus Gran Casino cooperated during the discussions and promptly removed the problematic advertising material.
As this is not an isolated incident, the KSA has previously issued warnings to several operators in January for similar breaches of gambling advertising norms, including targeting younger audiences. Their enforcement actions resulted in four public warnings, especially directed at advertisements linked to Formula 1 racing, which insinuated connections to the renowned Dutch driver Max Verstappen without directly depicting him.
This ongoing scrutiny from KSA serves as a reminder to all gambling operators about the importance of maintaining ethical advertising practices, particularly in ensuring that the integrity of gambling regulations is upheld across the board.