Netherlands Bans BetMGM Ad Featuring Lamine Yamal

^{Pictured: Lamine Yamal}

Dutch gambling authority Kansspelautoriteit (KSA) has issued an official warning to licensed operator BetMGM over an online ad featuring 17-year-old FC Barcelona and Spain winger Lamine Yamal.

Under Dutch law, gambling ads may not feature public figures who appeal to minors — a category that explicitly includes professional soccer players. In a statement, KSA said it treats breaches of this rule with the utmost seriousness. The fact that Yamal is a minor himself only compounded the concern, according to the regulator.

The advertisement appeared online (KSA did not disclose the platform). A media firm affiliated with BetMGM identified the violation and notified the operator, but BetMGM failed to report the incident to KSA — a requirement under Dutch gaming regulations.

Despite the oversight, KSA chose not to impose financial penalties, citing BetMGM’s swift removal of the ad and prompt action to prevent future violations.

BetMGM entered the Dutch market in 2024. The European brand is operated by LeoVegas, a subsidiary of MGM Resorts. It should not be confused with the U.S.-based BetMGM, which is jointly owned by MGM Resorts and Entain.