The Dutch gambling Operator association Licensed Dutch Gaming Providers (VNLOK) has agreed to a voluntary advertising code for online gambling (ROK), which will include limits on bonuses and daytime ads for existing and new online casinos in the Netherlands.
If you’re a gambler in the Netherlands, one of the benefits you have access to is casino bonuses. New and existing customers can take advantage of welcome and loyalty bonuses, respectively. After you sign up for the first time on a gambling platform, you get welcome bonuses in the form of extra cash to play games. You also win cashback casino bonuses during your first few transactions.
The code VNLOK was created by a group of members that want to protect vulnerable groups. This includes Holland Casino, FPO Nederland, JOI Gaming, and ZEbet. The measures taken are to extend the already existing ones for television and radio advertising to online advertising as well.
The law currently states that gambling advertising cannot be shown on television between the hours of 06:00 and 21:00. This rule will also apply to online video advertisements.
Channels with a viewership of 25% or more among minors will be banned from airing advertisements at any time.
Furthermore, ROK will block 18 to 24-year-olds from using bonuses, and disallow TV and radio stations from promoting these bonuses. However, casino players that are 24+ may qualify to use the Casino Bonuses but will be limited to €250.
The code will be reviewed by the Advertising Code Committee of the Advertising Code Foundation to ensure accuracy before it becomes effective.
“It was difficult to protect the interests of everyone involved,” said Helma Lodders, chairman of VNLOK. “But we have managed to create a strong advertising code for online gambling games that has extra protection for consumers and vulnerable groups.”
“This step includes speaking with addiction specialists and consumer organizations.”
The first official version of ROK was announced in October, and it will apply until 1 March 2023. In October 2022, the evaluation was carried out to determine whether this code meets the outlined objectives.
The Netherlands Online Gambling Association (NOGA), whose members include big names such as Entain, Flutter, Kindred and Bet365 called for a new industry code of conduct in September.
TheRemote Gaming Act, which took effect when the Netherlands’ online gaming market launched on October 1, 2021, currently sets the legal limits for advertising.
Although the Act was supposed to come into effect immediately, it was delayed several times. In the end, eleven operators received licenses under the new regime.
New online casino advertising Ban 2023
According to pressure from legislators, the Ministry of Legal Protection is emphasizing new rules with a tight gambling regime. This will include a ban on operators advertising on television, radio, or in public spaces beginning January 2023.
Furthermore, a ban on sponsoring events and TV programs will come into effect in January 2024. Also, sponsorship of sports shirts or venues will not be allowed starting from 2025.
The ministry explained that getting rid of gambling advertisements gradually will actually be beneficial for the sports industry in the long run. It gives teams and organizations enough time to look for new sponsors. Kansspelautoriteit (KSA), Dutch gambling regulator, will closely monitor all related activities to make sure everyone follows through with this change and intervene if necessary.
The first time an operator commits an offense, they will likely only receive a warning. However, if they don’t take corrective measures after that point, fines will become a consequence.
Minister Claims Player Protection
Minister for legal protection, Franc Weerwind, has said that advertisements can help distinguish between legal and illegal platforms. He suggests a balance should be struck to allow appropriate promotion while still discouraging illegal use.
Even though a ban may present some difficulties, Weerwind acknowledges that it is necessary for player protection. By instituting a ban, we can help reduce gambling harm while still allowing the industry to grow.
The government said that it will allow online and direct marketing to continue, but with stricter regulations in place to prevent minors and other vulnerable groups from seeing these ads.
