Kansspelautoriteit (KSA) – The Netherlands gambling regulatory authority – has issued its final guidance on the advertising and player acquisition requirements of the KOA Regime, due to launch on 1 October.
The guidance supplements KSA ‘Games of Chance’ advertising requirements, made available to all prospective KOA licensees on 1 April – the date KSA launched its licensing application window.
KSA reminds all licensed casino operators (land-based and online) to adhere to TV broadcasting rules which will prohibit any form of Games of Chance advertising to be broadcast between 6am-to-7pm.
Online conduct duties will prohibit licensed casino operators from targeting Dutch consumers in the age range of 18-to-24.
Protecting vulnerable and self-excluded players, KSA reminds operators that player data cannot be used to re-target or re-engage customers with their online gambling services.
Advertising campaigns cannot feature endorsements by under-25 year old or by active sports athletes promoting betting brands or gambling services.
Campaign content cannot recommend players to gamble as a means to make money, and all marketing initiatives must provide players with detailed terms and conditions on bonuses offered.
On player acquisition, KSA states that bonuses cannot be modified to incentivise a customer to play more on a particular game or market. Furthermore, bonuses cannot be used as a tool or incentive to re-engage customers with products.
KOA licensed sportsbook operators will be prohibited from displaying any in-broadcast wagering promotions or market update during live sports broadcasts.
Closing its guidance, KSA stated that all new KOA advertising rules and requirements had been adopted by the ‘Media Act 2008’ as the code regulating Dutch advertising standards.
All KOA licensed operators must provide a quarterly report on their advertising activities, which KSA states must be observed as a ‘Board of Director’s obligation’.