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BetMGM Reprimanded Over Advert Featuring Barcelona’s Lamine Yamal

  • BetMGM has had a telling off in the Netherlands over an advert
  • It featured the image of Barcelona winger Lamine Yamal
  • The regulator ruled that he has influence over young demographics
Owain Flanders

Lamine Yamal
An ad featuring Lamine Yamal has resulted in a telling off for BetMGM. [Image: Shutterstock.com]

BetMGM has received a stern slap on the wrist from the Dutch gambling regulator for featuring a famous soccer player in its recent advert.

Lamine Yamal, a 17-year-old winger for Spanish team Barcelona, featured in the BetMGM advert – something which the Kansspelautoriteit (KSA) said violated its ad laws. Betting firms are not permitted to use images of or partner with famous people seen to have a lot of influence over younger demographics.

It could certainly be argued that Yamal fits this bracket. The Spanish player shot to fame during the previous UEFA European Football Championship.  He was named Young Player of the Tournament, lighting up the competition as his team were crowned champions in Berlin, Germany. He was also the youngest player in Euros history at only 16 years and 338 days old upon his debut.

The KSA confirmed that it had only decided to warn BetMGM this time, claiming the operator acted quickly to remove the ad. The regulator did however note that BetMGM should have reported on itself when it noticed the violation. “Licensees are required to inform the KSA of errors on their part that could pose a danger to consumers,” the KSA said.

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