KSA explains new guidelines banning untargeted gambling advertising

The Kansspelautoriteit (KSA), the Dutch Gaming Authority, has published a new set of guidelines to tackle untargeted advertising for online gambling products.

The guidelines will be accessible to remote operators, along with practical tools, to ensure that brands remain compliant and protect vulnerable groups against potentially harmful advertising. 

In the Netherlands, online gambling brands are only allowed to advertise on the internet under strict conditions, but this has raised questions about what is permitted and what is not. 

Under the new guidelines, operators explicitly cannot advertise to anyone under the age of 24, players who have previously excluded themselves or people exhibiting risky behaviour. 

The document explains that: “Online gambling providers must always take the legislator’s intent into account when advertising.

“This means, for example, that in addition to the vulnerable groups mentioned above, they must also consider other vulnerable groups. 

“Furthermore, online gambling providers should strive for a situation in which 100% of the persons reached by advertising are 24 years of age or older, even though the law stipulates a minimum of 95%.” 

Later sections clarify the rules around advertising on platforms such as Google and Meta, as well as the role of third parties in advertising. 

The document also contains practical guidelines, examples and an extensive Q&A based on conversations held between the KSA and gambling companies.

These guidelines have been published following the incidents in February, in which TonyBet and Betcity both contacted the KSA to self-report marketing failures that saw advertisements targeting vulnerable groups.

However, the Authority praised both operators for coming forward immediately, implementing corrective measures and introducing additional controls to marketing systems.