November 5, 2022 - 11:24 am

Warning Postcode Lottery for deployment of role model

The Chance Games Authority has given the National Postcode Lottery (NPL) a warning for deploying a Dutch celebrity in advertisements. This is a regulatory violation. In the period October 2021 - March 2022, the person in question featured in advertisements on TV and online for NPL's lottery game 'Deal or no Deal'. Since this date, for the more risky games of chance, such as online games of chance, there is a general ban on the use of role models. For the less risky games of chance, such as lotteries, the rule remains that a role model may not be used in advertisements if that person has a substantial reach among minors and young adults.

Providers of less risky games of chance such as lotteries, if they want to use a Dutch celebrity in an advertisement, must do a study on the reach of that person among minors and young adults. If this is substantial, the role model may not be used in advertisements. Because young people are vulnerable to developing gambling addiction, they need extra protection.

Warning instead of fine

The Ksa could have fined NPL for these violations, but left it at a warning. The reason is the discussion around the change of regulations during the proceedings. These included what should be understood by the term 'role model'. This concept is detailed in the regulations from 30 June 2022.

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