The Kansspelautoriteit (KSA), the independent gambling regulator in the Netherlands, has imposed a fine of €400,000 ($438,296) on Entain-owned Betent for advertising towards young people.

The investigation by the KSA was initiated after the investigative consumer program, Kassa, reported that Betent had been targeting younger people in its advertising between October 2021 and March 2022. 

During the inquiry, the KSA discovered that Betent had sent messages through its BetCity brand to its online customer base, including players aged 18-24 years.

The emails and messages related to games of chance on the website, with no additional steps taken by Betent to warn consumers about the associated risks nor to prevent the advertising to be seen by young people.

This is forbidden in the Netherlands, as the law classes this age range as a vulnerable group in regards to advertising.

For the infraction, the KSA has imposed a fine of €400,000 ($438,296) on Betent.

According to the KSA: “The brains of young people are still developing. As a result, they are extra susceptible to a gambling addiction.”

This is the fourth fine issued by the KSA in six months towards providers advertising towards young people.

René Jansen, Chairman of the KSA, said: “The law prohibits gambling providers from targeting young adults with advertising.

“The Gaming Authority closely monitors this and, with these four sanctions, once again underlines the importance of gambling providers respecting the rules intended to protect vulnerable target groups.”

Entain completed the €450m purchase of BetCity in January 2023, after announcing the deal last summer.