Following the England head coach’s appearance in a number of advertisements that sparked criticism in New Zealand, the ECB has opened talks with Brendon McCullum‘s representatives over his participation with the bookmaker 22Bet.

Before Google removed them on Tuesday for breaking its standards, many YouTube viewers in the nation had complained about being inundated by McCullum’s commercials for the company. Speaking on behalf of the Problem Gambling Foundation of New Zealand, a representative said the campaign was “the most aggressive marketing I’ve ever seen.”

In January, 22Bet announced their agreement with McCullum, who would serve as a brand ambassador with former Brazil goalie Julio Cesar and former Arsenal attacker Emmanuel Adebayor.

The minister of internal affairs, Barbara Edmonds, pledged to contact 22Bet to express concerns with their deceptive advertising, according to the theguardian.

It is alleged that the company’s marketing implied that it was registered in New Zealand even though its headquarters are in Cyprus, and it holds a license from Curacao.

The ECB’s anti-corruption code forbids participants from placing their own bets on games and inviting, convincing, encouraging, or making it easier for another party to place a bet on the outcome, course, conduct, or any other aspect of a game or competition.

The ECB said in a statement, “We are currently exploring the matter and in discussions with Brendon around his relationship with the Cypriot-based betting company, 22Bet.”

The current discussions were verified by McCullum’s representative, Simon Auteri who said, “we have rules in place around gambling and will always seek to ensure these are followed.”

The complaints were received last week. A statutory organization that offers betting services in New Zealand is called The Tab, and its chief commercial officer, Cameron Rodger, has referred to 22Bet as “parasites that give responsible betting operators a bad name.”

In his statement, Rodger said, “With cowboys like this wading into the New Zealand market, this just emphasises the need for extensive protections for Kiwis who enjoy a bet to make sure they’re betting safely.”