JOI Gaming operates Jack’s Casino sites across the Netherlands. The company runs both online casino and sports betting products under the Jack’s brand.
The Dutch Gaming Authority (KSA) targeted JOI after reviewing promotions for Jack’s Racing Day 2023. Photos from the event showed role models appearing on the company’s website and social channels. That’s a direct violation of Dutch gambling marketing law.
The KSA first flagged these violations in July 2024. But JOI Gaming fought to keep the penalty details private through the courts.
Why This Fine Stayed Hidden Until Now
JOI Gaming requested a preliminary injunction after the KSA imposed its fine. The court granted that request in part. This legal move prevented the regulator from publicly sharing the €400,000 penalty amount.
The Netherlands enforces some of Europe’s strictest gambling advertising rules. Using celebrities, sports stars, or influencers in promotions is banned outright. Regulators believe these “role models” appeal too strongly to children and vulnerable groups.
The KSA hasn’t revealed which specific individuals appeared in JOI’s racing day promotions. It’s also unclear if those role models faced any legal consequences themselves.
What Actions the Regulator Took
The KSA hit JOI Gaming with a €400,000 fine for the role model violations. But that wasn’t the only penalty.
The regulator also imposed an order with periodic penalty payments. If JOI doesn’t comply or repeats similar infractions, it faces additional fines up to €1 million.
JOI Gaming removed the offending social media posts after the KSA’s intervention. The company took down the problematic content from its website as well.
This isn’t JOI’s first run-in with Dutch marketing authorities. The operator paid another €400,000 fine in early 2023. That earlier penalty stemmed from advertising messages directed at young people between 2021 and 2022.
How Dutch Rules Shape Industry Marketing
The Netherlands treats role model restrictions differently across gambling categories. Lottery products face looser requirements because regulators classify them as lower-risk gambling.
But for casino and sports betting operators like JOI Gaming, the rules remain strict. Any marketing featuring recognisable public figures puts operators at risk of substantial penalties.
The €400,000 fine sends a clear message to other Dutch licensees. The KSA won’t hesitate to impose penalties for marketing violations, and operators can’t hide behind court injunctions forever.
JOI Gaming’s two fines in three years suggest the company struggled to adapt to Dutch advertising standards. Other operators will likely review their own promotional materials carefully. The KSA’s willingness to pursue these cases through the courts shows enforcement isn’t slowing down.
