KSA imposes strict ad targeting rules on Dutch casino operators

(AsiaGameHub) –   Kansspelautoriteit (KSA) has launched a new compliance checklist that requires licensed operators in the Netherlands to strictly narrow the target of their advertising campaigns, or face enforcement action that includes possible suspension.

This new guidance is built on the July 2023 ban on mass-market gambling advertising that targets broad groups of people, which was put in place following amendments to the Remote Gambling Act (KOA). The KOA reforms opened the Netherlands’ regulated online gambling industry back in 2021.

After the new guidelines come into effect, all of operators’ marketing activity must be aimed exclusively at people aged 24 and older, with at least 95% of all their marketing outreach reaching individuals who meet this 24+ age requirement.

Operators will be mandated to roll out reliable age verification systems, advanced audience segmentation, and accurate, trustworthy targeting algorithms. If these measures cannot guarantee reasonable accuracy in reaching only the intended audience, operators must pause all marketing for the relevant products and services until all requirements are fulfilled.

The gambling regulator has confirmed that compliance with these rules is not a one-time requirement; compliance and the effectiveness of measures will be monitored on an ongoing basis. Operators must regularly review the performance of their marketing campaigns, reassess their risk factors, and update their marketing tactics to reflect changes in technology and user behavior.

Operators must provide a clear, functional opt-out option across all marketing channels, so that users can easily opt out of receiving gambling promotions without needing to complete any registration process.

In addition to these core requirements, operators must use “best available measures” to prevent vulnerable individuals from being exposed to gambling-related advertising, including strict age limits, behavioral targeting tools, and regular assessments of the reliability of advertising systems.

Since 2023, the KSA has issued roughly €400,000 in total fines to operators including Bingoal, bet365, TOTO, BetEnt, and JOI Gaming for violations of advertising rules.

State Secretary Claudia Van Bruggen is currently leading work to refine the national regulatory framework, balancing stricter compliance obligations with broader consumer protection objectives.