The Dutch market regulator has warned gambling providers against an irresponsible “tidal wave” of advertising during the upcoming football World Cup in Qatar. 

In a letter to license holders, the Kansspelautoriteit (Ksa) reminded operators of a recent appeal by Minister Franc Weerwind for them to moderate advertising around the tournament.

It said a total ban on untargeted advertising for high-risk games of chance is in the works, but the ban does not yet apply during the World Cup.

“The image of the gambling sector and individual gambling companies is not very good,” wrote René Jansen, chairman of the Ksa. “The bombardment of advertising after the opening of the legal market did not help.” 

“Some form of advertising is necessary to draw attention to the legal offer. But gambling companies need to realize that another tidal wave of advertising is counterproductive.”

The Netherlands legalised gambling from October last year. In June this year, it moved to restrict advertising placing a ban on the use of celebrities in gambling ads.

The ban covers all people who enjoy some kind of public game, including former professional football players, influencers and models. 

The statement from the Ksa points out that not all types of online gambling are permitted. For example, there is no bet on who will receive a yellow card or the first corner.

The Ksa said it would immediately take enforcement action over any violations. 

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