The updated guidance from the Kansspelautoriteit (Ksa) offers greater legal certainty to the market, clearly outlining how the “role model ban” should be applied in practice. The measure is designed to strengthen safeguards for minors and young adults by preventing marketing strategies that could encourage identification with gambling brands.

Clearer Framework for Licensed Operators

According to the regulator, influencers, streamers, and other online personalities fall within the scope of the role model prohibition. The Ksa stressed that these figures—particularly those with significant appeal among younger audiences—must not be used under any circumstances to promote or advertise online gambling services.

The authority noted that some operators had expressed uncertainty about when an individual qualifies as a role model under the ban. In response, the Ksa issued a formal communication to Dutch license holders, clarifying that public figures with sufficient reach to be attractive for recruitment or advertising purposes are considered role models. This applies not only to widely recognized celebrities, but also to bloggers, vloggers, streamers, and comparable digital personalities whose visibility makes them influential among target demographics.

By providing this additional guidance, the regulator aims to ensure consistent compliance across the licensed market. Operators have been urged to terminate any existing partnerships with influencers or similar figures as soon as possible, reinforcing the sector’s responsibility to uphold high standards of consumer protection.

Strengthening Consumer Protection in the Online Segment

The clarification forms part of the Netherlands’ broader regulatory approach to creating a safer and more sustainable online gambling environment. By eliminating the use of role models in advertising, the Ksa seeks to reduce the appeal of gambling promotions among minors and young adults—groups considered particularly vulnerable to marketing influence.

For licensed operators, the updated interpretation provides a more transparent compliance framework. While it restricts certain promotional channels, it also contributes to a level playing field and enhances the credibility of the regulated market by prioritizing player protection.

The move underscores the Dutch regulator’s proactive stance in refining advertising standards and ensuring that the online gambling industry develops responsibly within clearly defined boundaries.