BetMGM Warned About Using Spanish Football Superstar Lamine Yamal in Ad Campaign

BetMGM has received an official reprimand from the Netherlands Gambling Authority for distributing an advertisement showing Lamine Yamal, an underage role model, in breach of the nation’s laws governing online gambling advertising.

One of the top sports betting platforms in the world and definitely the best betting site in the USA, BetMGM, has received a formal warning from the Dutch Gambling Authority, Kansspelautoriteit (KSA), for using 17-year-old FC Barcelona winger Lamine Yamal in a recent advertising campaign.

Under Dutch law, gaming companies are prohibited from exploiting role models who appeal to minors in advertising content, which is a blatant breach of national gambling legislation. This is especially true with young, well-known football players like Yamal, who has already represented Spain’s senior national team since he was 16 years old.

A media company connected to the company saw the advertisement and reported it internally. The editorial staff created and posted the campaign on the official website of BetMGM, the exclusive sports betting partner of MGM Resorts, the Las Vegas-based gambling company that generated the highest revenue in the industry in 2024 in the world. However, BetMGM chose to publish the campaign without informing the KSA of the mistake, even though it was legally compelled to do so.

The KSA chose not to impose a significant punishment despite BetMGM’s failure to notify the Lamine Yamal advertisement, claiming that the company “quickly ended the violation and took adequate measures to prevent a recurrence.” Therefore, instead of enforcing a fine or suspension, the Dutch authorities decided to simply issue a formal warning.

Netherlands Is Preparing Major Regulatory Shift

Given the potential for such content to appeal to children and the wider societal ramifications of youth exposure to gambling promotions, the commission considers the insertion of underage role models in gambling-related content to be an especially serious violation.

Due to the fact that the Netherlands is getting ready for a significant regulatory change, this development occurs during a delicate time there.

A significant regulatory milestone is coming up; thus, the KSA will soon step up its regulatory oversight this summer. The transitory period for online gambling marketing’s use of sports sponsorship will end on July 1.

This change is the result of a larger advertising reform that was initiated on July 1, 2023, when non-targeted gambling ads were outlawed. This rule forbade advertising in places that were open to the public and in public areas. The remaining exceptions will be removed in the next phase of the ban, which will target sports sponsorships in particular. Gambling operators will no longer be allowed to sponsor sports groups, athletic teams, individual athletes, or events as of July 1. This ban also applies to branding on promotional materials, apparel, and banners used during competitions.

Given that many sponsorship deals were previously permitted to continue under a transitional arrangement, the KSA has stated that it will be strictly checking compliance with this ban.