KSA Issues Penalty to JOI Gaming for Using Role Models in Ads
Kansspelautoriteit (KSA), the Dutch Gaming Authority, has announced it has issued a penalty warning to JOI Gaming, the owner of gaming brand Jacks.nl, for using celebrities in one of its marketing campaigns. The fine issued by the KSA is incremental.
KSA issues stringent fine to JOI Gaming for gambling legislation breaches
LISTEN TO THIS ARTICLE:The fine relates to a promotion for Jack’s Racing Day event, where JOI Gaming was deemed to have used celebrities in the Dutch region during the advertising campaign.
In the advertising campaign across a range of different media platforms, KSA outlined that role models were seen posing with Jack's staff and wearing clothes displaying the gaming operators' logos and signage. In the Dutch gambling legislation, the use of celebrities is strictly prohibited because it may influence vulnerable sections of society, including underage players.
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Details of Penalty Fine Issued to JOI Gaming
Under the details of the penalty notice, KSA has issued a notice for JOI Gaming to remove any advertisements for Jack’s Racing Day featuring celebrities across all its media platforms. KSA stated failure to comply with this judgment would result in a fine of €50k per day being levied against the operator.
The regulator said this fine would be incremental and carry on at €50k per day until it reached a maximum of €250k. Additionally, if JOI Gaming continued to breach gaming legislation for the same offence then the penalty fine would rise to €200k a day, up to a maximum of €1 million.
On June 30, 2022, the Recruitment, Advertising, and Addiction Prevention Decree was amended and the rules surrounding the use of role models for recruitment and advertising activities of risky gambling, tightened. Breaking the rules regarding the use of role models in recruitment and advertising activities of risky games of chance license holders, requires the Gaming Authority to take administrative enforcement action against this.
JOI Gaming has held the Dutch Licenses for Jacks.nl in the country since 2022. Under the terms of the judgment the DGA says as part of its procedure JOI Gaming has the right to appeal the penalty if the brand feels the judgment is unfair.
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