KSA provides full checklist for targeting of Dutch gambling ads
Dutch gambling licence holders have been informed of new guidelines to ensure that marketing campaigns comply with ‘targeting rules’ set by the Kansspelautoriteit (KSA).
Since July 2023, the KSA has imposed a ‘ban on untargeted mass-market gambling advertising’, a policy applied across all Dutch media channels.
The ban formed part of the first revisions to the Remote Gambling Act (KOA), the legislative framework that launched the Netherlands’ regulated online gambling market in October 2021.
Under strict orders, licence holders must ensure that marketing campaigns target audiences aged over 24 years old, with campaigns required to demonstrate a minimum 95% compliance threshold.
Operators must also show evidence of age-gating, audience segmentation and protective algorithms, with clear instructions that campaigns should be terminated when these compliance tools are deemed insufficient.
Since 2023, the KSA has issued penalties of €400,000 to operators, including Bingoal, Hillside ..