Dutch gaming affiliate body hails alignment with regulator on unlicensed gambling
The body said it is working with the KSA’s marketing group to target illegal adverts
The Netherlands.- The Dutch online gaming affiliate body Keurmerk Verantwoorde Affiliates (KVA) has met with the national gambling regulator Kansspelautoriteit (KSA) to discuss research into illegal marketing practices and irresponsible affiliate marketing.
The body said it is working with the KSA’s marketing group to target illegal adverts and affiliation and to identify new technologies relevant to the industry. However, it stressed a need for more research, and said that research should be undertaken and considered before new regulations on affiliate marketing are implemented.
The KVA assured members and partners that the regulator is aligned with its aims and shares its view that tackling illegal gambling requires an attractive regulated market. “We therefore expect this to be taken into account in policymaking,” the body stressed.
KVA was established in 2021 as a professional body for gambling affiliates in the Netherlands. Its creation coincided with the implementation of the Netherlands’ Remote Gambling Act, which paved the way for the opening of a regulated online gambling market. Members must follow a code of conduct that focuses on responsible marketing, addiction awareness and strict compliance with national advertising standards.
Raising public awareness
The body recently launched a redesigned website aimed at increasing public recognition and trust in the body among Dutch consumers who use online gambling platforms. A new members’ portal allows users to verify affiliate credentials. Members receive a personalised certificate presenting inspection outcomes, audit frequency, and the compliance officer responsible for the most recent review.
KVA has also expanded its educational outreach with a Responsible Gambling hub, which provides guidance, support resources and information on the dangers of unlicensed websites, positioning the body as a source of information for the regulated market.
Proposed gambling reforms on the table in the Netherlands include raising the minimum age for online casino gaming from 18 to 21 and the introduction of mandatory financial tests for players who want to increase their deposit limit beyond the limits introduced by the KSA last October (currently €300 for players aged between 18 and 24 and €700 for those aged over 24).
However, Teun Struycken resigned from his position as legal protections secretary in the Dutch government, a position that gave him responsibility for gambling in the Netherlands. That leaves the future of the reforms in doubt, particularly with an early general election coming up on October 29.
