The Dutch Responsible Affiliates Quality Mark (KVA) has launched an initiative in which affiliates will actively inform consumers about the differences i legal and illegal online casinos in the Netherlands.
KVA is a self-regulatory industry initiative that certifies gambling affiliates in the Netherlands who agree to promote only licensed operators and follow responsible marketing and consumer protection standards.
Within the initiative, KVA members are developing informative pages that provide consumers with practical explanations of how to recognise legal online casinos, the risks associated with illegal offerings and what players should look out for when choosing an online provider.
According to KVA, the initiative demonstrates that SEO affiliation can make a significant contribution to consumer protection within the regulated Dutch online gambling market.
Illegal online casinos are increasingly targeting Dutch players, with search terms such as “casino without Cruks” and “casino without limit” frequently used in this context. For context, Cruks is the national self-exclusion register.
It is around such search queries that KVA sees opportunities to better inform consumers and actively guide players towards legal offerings.
Some previous KVA initiatives have already focused on improving the organic visibility of informative and cautionary content within search engines. The explicit goal is to provide a broad and diverse range of consumer information within Dutch search results.
KVA Representative Steven Vrolijk stated: ‘’We believe that there are many opportunities to look further, together with policymakers and other parties, at ways in which SEO affiliation can contribute to a safe, moderate, and player-friendly online gambling market.’’
The KVA expects to have dozens of pages using this informative approach published online over the coming weeks.
Earlier this month, the Dutch State Secretary for Justice and Security, Claudia van Bruggen, announced that she is working on reforms to the gambling law, including a possible ban on online gambling advertising and improvements to the Cruks self-exclusion register.
Calls for tighter restrictions on gambling marketing in the Netherlands have been growing, with both health organisations and political parties supporting stronger measures
