TonyBet has once again found itself in hot water after the Kansspelautoriteit (KSA), the Dutch Gaming Authority, contacted the operator due to a marketing incident where advertising was displayed to vulnerable groups.

The Lithuania-based business, whose sponsored adverts on YouTube were pulled by the Irish Advertising Standards Authority (IASA) just over a week ago due to a breach in regulations, encountered a system error and mistakenly sent promotional emails to young adult customers on two separate occasions. 

Betcity and Kansino were also in breach of marketing rules, after the former displayed a marketing message through its gaming interface to all players, including young adults, and the latter was found to have displayed gambling advertisements within mobile gaming applications.

Under Dutch gambling regulations, operators are prohibited from targeting vulnerable players, including young adults aged 18-24 and individuals exhibiting signs of risky gambling behaviour. 

The rules form part of broader consumer protection measures designed to reduce the risk of gambling-related harm and prevent the development of addiction.

Both TonyBet and Betcity voluntarily reported the violations to the regulator, with the KSA confirming that corrective action was taken quickly. These measures included strengthening internal controls, implementing additional system checks and introducing a “four-eyes” verification principle to prevent similar incidents in the future.

Kansino also self-reported the issue after discovering the advertisements had been placed. The operator removed the ads shortly after identifying the breach and took steps to prevent recurrence.

The regulator emphasised that operators remain responsible for ensuring their marketing systems function correctly and comply with all regulatory requirements. Even when incidents result from technical errors, operators are expected to have safeguards in place to prevent prohibited targeting.

The KSA said it will continue monitoring the gambling market to ensure compliance and protect vulnerable consumers. The regulator stressed that negligence in marketing controls, including software errors or insufficient oversight, can increase the risk of gambling harm and undermine consumer protections.

A KSA crackdown

Strict advertising rules have been introduced in the Netherlands to limit exposure to gambling marketing and strengthen responsible gambling safeguards in recent years.

Last month, the regulator banned the “share your bet” feature, which allowed punters to share placed bets and betting slips via social media platforms. New measures introduced under the Remote Gambling Act (KOA) condemned the act as “a way for providers to promote gambling, but indirectly through players themselves”.

The KSA has also recently set out what it defines as influencer marketing – a banned practice in the country – after some operators were caught out for breaching rules. 

A more high-profile recent case saw the authority send letters to football teams after marketing rules were not met in European ties between Ajax and Inter Milan, and Go Ahead Eagles and Stuttgart. 

With a new Dutch government now in place, operators should expect even tighter regulations as the Netherlands looks to crackdown on the market further.