Dutch regulator finds TOTO in breach over football promotion
On 12 June, the Dutch regulator Kansspelautoriteit (KSA) announced that TOTO Online, the online betting platform of the state operator Nederlandse Loterij, had violated the ban on the use of role models in gambling advertising. The case concerned a campaign promoted on the social media channels of eight professional football clubs, inviting users to stake €5 on TOTO Online for a chance to win a club shirt signed by players.
The case drew attention amid the 2026 FIFA World Cup, which began in Mexico City on 11 June. Ahead of the tournament, KSA reminded operators of advertising rules and warned that it would closely monitor compliance during the World Cup, when interest in sports betting rises sharply.
What exactly did TOTO Online violate?
According to the regulator, TOTO Online used professional football teams and players to promote online gambling.
“KSA sees this as the use of role models for promotional purposes, which is prohibited by law.”
The regulator’s position is that club merchandise, namely shirts signed by players and therefore the link to professional footballers, made the promotion more attractive to fans. KSA believes that in this mechanism, sports teams were used to promote online betting, even if the players did not appear in an advertising video or banner.
However, the regulator only notified the platform of the violation but imposed no further sanctions. At the time of publication, SiGMA News had not received a comment from TOTO representatives.
Why did the shirts fall under the ban?
Dutch law prohibits operators from using role models in advertising. KSA cites current and former professional footballers, influencers, and well-known public figures as examples. The purpose of the ban is to protect vulnerable groups, including young people, at-risk players, and people showing signs of problem gambling.
This spring, KSA directly required operators to terminate partnerships with influencers and streamers. This does not only apply to major celebrities. If a video blogger has a highly engaged audience, even a relatively small one, partnerships with that person are also prohibited.
The new TOTO case shows that the regulator is also monitoring promotional mechanics in which professional athletes are indirectly involved through club prizes, autographs, and team social media channels.
TOTO is the number one brand by visibility
According to analytics platform Blask, TOTO remains the most visible gambling brand in the Netherlands. In Blask’s market overview, the brand ranks first among 268 tracked companies, ahead of Unibet, BetCity, and Bet365. This means that TOTO leads the market by BAP (Brand’s Accumulated Power), a metric that measures a brand’s accumulated strength within a specific market.
It is also clear that the brand has been increasing its presence in the Dutch market year after year. Over the 10-year period from April 2016 to April 2026, market interest in TOTO increased by more than fivefold.
Football under close watch
On 1 June, ahead of the football World Cup, KSA issued a warning that live gambling advertising during match broadcasts is strictly prohibited. Operators are banned from encouraging viewers to place bets directly during a live match. Such calls may appear, for example, in social media posts, push notifications, or email campaigns. The purpose of the ban is to protect the public from making impulsive gambling decisions.
The Netherlands is far from the only country to strengthen advertising oversight during the World Cup. Similar measures have also been reported in Uzbekistan, Malaysia, and Thailand.
KSA focuses on protecting young people
The Dutch regulator links stronger supervision to concern over the country’s young population.
“During major sporting events, the temptation to bet on a match increases. We record higher betting volumes and find that young people, in particular, underestimate the risks involved. This is why we will carry out enhanced supervision of compliance with advertising rules during this period,” said Ella Seijsener, Director of Licensing and Supervision at KSA.
At the same time, the regulator launched a campaign titled “Laat je niet zoek spelen” (“Don’t lose yourself in the game”). It explains that football betting remains gambling, even if fans see it as part of the sports experience. On the campaign website, users can take a test on gambling risk awareness and watch a video featuring former professional footballer Glenn Helder, who speaks about his gambling addiction.
This article was first published on the Russian SiGMA News page on 15 June 2026.
Rome sets the scene, but the future is the focus. From 02–05 November 2026, SiGMA World brings 30,000 industry leaders together to explore what’s next and who to build it with. Come for the conversations, stay for the possibilities.
