The Dutch gambling authority, de Kansspelautoriteit (KSA), is now enforcing a ban on role models in gambling ads, as announced on 16 June.
The KSA said it would closely monitor compliance with the ban with enforcement to be immediately taken in the event of a violation.
A role model is defined as a person who has achieved some form of fame – such a model, influencer or football player.
Since the launch of the regulated igaming market in Netherlands in October last year there has been a national conversation over igaming advertisements.
In January, the KSA said there would be a crackdown on ads – while in February, the KSA sent warnings to operators, after the regulator found evidence three operators intended to advertise through platforms mainly used by children and young people.
In March, Dutch minister for legal protection Franc Weerwind mentioned the role model ban as part of a promise to bring in stricter advertising laws.
The new rules coming into effect comes just days after KSA chair René Jansen questioned whether self-regulation is even possible in the gambling sector.