BetMGM has landed in hot water with the Dutch regulator. The company was flagged for an advert featuring an underage footballer. The issue brings underage role model betting rules back into focus.

• The ad appeared briefly on a popular news site and featured 16-year-old footballer Lamine Yamal. Under Dutch law, gambling ads cannot use role models—especially those who might appeal to minors. The Gaming Authority (Ksa) classifies this kind of content as a serious violation.

• BetMGM didn’t place the ad directly; it was run by the site’s editorial team. A media company linked to BetMGM spotted the issue and alerted them. However, BetMGM failed to notify the Ksa, which license holders are obliged to do.

• The Ksa responded with a formal warning rather than a fine. This was because BetMGM quickly pulled the ad and put new internal safeguards in place. The regulator noted the swift action but stressed the original duty to report.

• The Ksa reminded licensees that they are still accountable for third-party actions. Even if a media partner is responsible, operators must ensure legal compliance. Reporting is mandatory, even while an internal investigation is ongoing.

• A Ksa spokesperson stated: “We expect providers to act transparently and responsibly at all times.” The authority said future violations of underage role model betting rules could result in tougher enforcement. Providers should not assume leniency based on quick fixes.

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