Netherlands issues new guidance on advertising and online gambling

The Netherlands Gambling Authority KSA has released new guidance on advertising just before 1 October 2021. A Dutch gambling trade group has drafted an Advertising Code for Online Gambling.

KSA advertising guidance concerns advertisements aimed at vulnerable groups, such as minors and young adults.

Netherlands issues new guidance on advertising and online gambling. It is illegal to aim advertisements at vulnerable groups. The Netherlands has a self-regulating system regarding advertising. The advertising industry and the Dutch Consumer Association formulates the rules for advertisements. They consider content, location and time to determine if an advertisement is aimed at a vulnerable group. Role models with "substantial reach" among minors or young adults are not allowed in advertisements under 25. Licence holders are obliged to research the reach of the role model before collaborating with the model. In order to establish the reached, all media channels should be involved.

Netherlands issues new guidance on advertising and online gambling. The content, design, language, products and people used in the advertisement are used to appeal to a vulnerable target group. The medium is visible in radio and TV programmes or social media channels aimed at or popular among a target audience.

Netherlands issues new guidance on advertising and online gambling. Licence holders are obliged to research the reach of the role model before collaborating with the model.

The opening of the online gambling market in the Netherlands has shaken up the Dutch gambling industry.