The affiliates sector of the gambling industry is concerned about potential problems that may arise from the Dutch government’s plans.
The Dutch government’s plans is to ban “untargeted” online gambling advertising from the start of next year. The ban, that would include print, broadcasting and internet advertising, is now under consideration and few complaints have been made so far.
However, some elements in the industry have expressed concern that the new rules might mean that websites working in the Netherlands with affiliates may have to check the age of every visitor and determine whether they might be vulnerable.
This would seriously impact the affiliates sector, possibly making it unworkable, they contend. The issue appears at this time to depend upon how “targeted” is interpreted.
The new regulations may unwittingly impact an area that they are not intended to, is the fear that some are expressing.
Early this year Dutch gambling regulator de Kansspelautoriteit (KSA) has written to more than 50 affiliate sites active in the country to remind them of the laws regarding the advertising of online gambling.
The KSA said it recognised that gambling operators often use affiliate websites to advertise their offering, with users able to click banner adverts or links in text to visit sites.
However, the KSA said that this method does not always comply with advertising rules in the Netherlands and wrote to affiliates urging them to ensure their websites are compliant with national law.
In the letter, the KSA said affiliates may only advertise gambling sites run by operators that hold a licence to offer online games of chance in the country.
Should an affiliate advertise an unlicensed operator’s website, then the KSA could regulatory action, including issuing the affiliate with a financial penalty.
Advertising is permitted for licensed operators, but the KSA said affiliates should ensure any adverts are in line with regulations. These rules include that adverts should not be targeted at minors or young adults under the age of 24, while all adverts should be clear as to which operator they are promoting.
“Affiliate websites can make an important contribution to better advertising compliance by gambling companies. This is why the KSA calls in these websites to account for their social responsibility. Consumers can be protected even better in this way,” the KSA said.
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