Ksa Acts Against BetCity and TOTO Over World Cup Ads

The Dutch Gaming Authority (Ksa) has intervened against BetCity and TOTO Winkel after determining that both operators breached advertising rules during the World Cup by using references associated with professional football players.

According to the regulator, the advertisements combined player names, shirt numbers and national team jerseys, making the identities being referenced sufficiently clear.

Dutch gambling advertising rules prohibit operators from using prominent athletes and other public figures as promotional role models.

The Ksa said both operators acted quickly after being notified of the issue. BetCity removed the advertisements immediately, while TOTO Winkel also withdrew comparable campaigns that had been planned.

Mbappé References Featured in Both Campaigns

The regulator identified football-related references in advertising used by both operators, including those connected to French star Kylian Mbappé.

BetCity displayed betting markets alongside national team jerseys carrying the names and numbers of prominent players, including Mbappé and Olise. Although the players did not appear directly in the advertisements, the combination of their names, shirt numbers and national kits was considered enough to clearly identify them.

TOTO Winkel used a supermarket advertisement featuring the wording “MBAPPÉ HATTRICK? WIN €100,- PLAY WITH THIS.” The campaign also showed a blue football shirt bearing Mbappé’s number, creating another direct association with the player.

The Ksa concluded that these elements amounted to using professional athletes as role models, which is prohibited under Dutch gambling advertising regulations.

The regulator reiterated that strict advertising requirements apply to online gambling operators and land-based sports betting licensees, particularly to protect young people and individuals vulnerable to gambling-related risks. License holders are prohibited from using current or former professional athletes, influencers and other well-known personalities in this role.

The Ksa said it monitors compliance with the rules and takes action when licensees violate the role-model prohibition.

BetCity Previously Linked to Another Compliance Case

The latest action follows another BetCity-related case earlier in 2026 involving a former employee and the unauthorized distribution of free bets.

In February, the Amsterdam District Court ruled that a former customer service employee had intentionally breached company rules by issuing free betting credits beyond the permitted limits.

Four accounts received hundreds of €200 tokens, with one customer receiving almost 600 bets. Investigators determined that close to €496,000 in free credits had been distributed, which subsequently generated winnings exceeding €400,000.

The court held the former employee liable and also found one of the benefiting players partly responsible. Combined, they were ordered to cover more than €86,000, while the former employee was personally responsible for more than €158,000.

The case came before the Ksa imposed a €2.65 million penalty on BetCity over shortcomings related to protecting young adults from gambling harm.