The Code of the Responsible Affiliates Quality Mark (KVA) was updated following the publication of guidelines by the Dutch Gambling Authority (KSA) on the ban of untargeted gambling advertising.
The KVA Code is a certification standard that ensures Dutch gambling affiliates operate legally, ethically and responsibly. The organisation issuing the code works in collaboration with the KSA.
With legislation and regulations now further tightened, the KVA has introduced stricter rules. The updated code makes it clear that an age wall on a website alone is not sufficient to meet the age advertising restrictions. Members must provide evidence of compliance, for example, through Google Analytics.
Under KSA guidelines, operators are explicitly prohibited from advertising to anyone under the age of 24, to players who have previously excluded themselves, or to individuals showing risky behaviour.
The rules have also been strengthened regarding sponsorship and the use of role models which includes streamers. The KVA Code 2026 makes it clear that affiliates may not use sponsorship marketing to promote their own brand.
In February, the KSA released information regarding its role model ban, which prohibits any influencer, streamer or similar personality from collaborating with operators to promote online games of chance.
Affiliated KVA members and collaborating partners have been informed of the changes. Members are expected to adjust their practices as necessary to ensure continued compliance with the updated code.
The KVA stated that it will now check at least once a year whether members comply with the code's rules and requirements.
In addition to periodic checks, spot checks will also be carried out. If affiliates are found to violate the rules, the KVA may suspend or even revoke their membership.
Some of the KSA tips to keep advertisements compliant include using language at the B1 level, allowing people to exclude themselves from marketing without making an account and keeping font clear and large enough to read at all times
