Kansspelautoriteit (KSA), the Dutch gambling regulator, has written to over 50 affiliates, warning them that they must also comply with the advertising laws set out in the KOA regime.
The warning follows a KSA investigation into affiliates of licensed KOA operators advertising activities.
The regulator notified affiliates that all campaigns targeting Dutch consumers must follow KOA regime ‘general guidelines’ on marketing standards that have been applied since 1 October.
In a similar fashion to operators’ rules, affiliates must not target those aged 18-24 in their advertising operations.
Affiliates must further comply with KOA rules on the advertising of incentives and bonuses, including any form of loyalty programmes offered by the operator.
KOA rules state that bonus promotion should only be informative and cannot encourage a customer to ‘play-or-deposit’ with an operator.
Recipients of advertising stimuli must further be informed of the terms and conditions for activating bonuses and incentives offered.
The promotion of individual games must be accompanied by a ‘risk analysis’ – in which audiences are notified of risk level of each game being promoted.
KSA stated that affiliates were fully accountable for the marketing material used to promote Dutch operators.
Additionally, the warning asserted that, under no circumstances, should an affiliate promote an unlicensed website targeting Dutch consumers.
Monitoring affiliate activities closely, KSA stated that it would take regulatory action against affiliates promoting illegal websites, which will include financial penalties.
The regulator warned affiliates that the fines imposed would be in-line with those given to illegal operators.
“Affiliate websites can make an important contribution to better advertising compliance by gambling companies,” KSA concluded.
“This is why the KSA calls in these websites to account for their social responsibility. Consumers can be protected even better in this way.”