KVA Launches Transparent Certification Pages for Dutch Affiliates

The Keurmerk Verantwoorde Affiliates (KVA), the Dutch association for responsible gambling affiliates, has introduced redesigned website pages detailing audits and certifications for its members. This initiative enhances transparency in the Netherlands' regulated iGaming market, where affiliates play a pivotal role in directing players to licensed operators. The update addresses calls from regulators and stakeholders for clearer identification of compliant marketing partners, strengthening player protection amid growing online casino activity.

Key Takeaways

• Affiliates now feature individual pages that outline audit criteria, certification types, and compliance status, enabling operators to verify partnerships quickly.
• The move aligns with the Netherlands' Kansspelautoriteit (KSA) 's emphasis on responsible advertising, thereby reducing the risks of misleading promotions.
• Players benefit from easier recognition of certified affiliates, fostering trust in a market projected to exceed €1 billion in gross gaming revenue by 2026.

The Netherlands' iGaming sector, liberalized in 2021 under the Remote Gambling Act, has seen rapid growth with over 20 licensed online casino operators. However, affiliate marketing remains vulnerable, as non-compliant promotions can undermine regulatory efforts aimed at curbing problem gambling. KVA's new framework responds directly to the May 2025 meeting of the Alliance for Tackling Illegal Online Gambling, where the KSA, operators, and industry groups highlighted the need for verifiable standards.

Each certified affiliate's page now discloses specifics of independent audits conducted by accredited bodies, including assessments against KVA's core principles: transparency in bonus disclosures, age verification promotion, and integration of safer gambling messaging. Certifications range from basic compliance badges to advanced seals for affiliates demonstrating proactive harm prevention, such as mandatory self-exclusion links. This granular disclosure allows casino operators to prioritize partnerships with vetted entities, streamlining due diligence and minimizing exposure to fines, which reached €15 million across the sector in 2024 for advertising infractions.

For regulators like the KSA, the initiative supports enforcement by providing a public ledger of compliant affiliates, facilitating spot checks, and reducing the infiltration of illegal operators. The Dutch market's structure—requiring affiliates to register and adhere to the 2021 Act's advertising caps—positions this as a model for emerging jurisdictions like Germany, where similar affiliate oversight is under review following the 2021 Interstate Treaty. The industry's impact extends to player safeguards, with 1.2 million Dutch adults engaging in online gambling annually. Transparent certifications empower users to avoid high-risk promotions, aligning with EU-wide trends toward data-driven responsible gambling.

KVA, established in 2022 as a self-regulatory body endorsed by the KSA, has certified 45 affiliates to date, accounting for approximately 30% of the market's referral traffic. Implementation began immediately following the September 17 announcement, with a full rollout scheduled for October 15, 2025. This development reflects broader European momentum, including the UK's Affiliate Standards Body enhancements, underscoring affiliates' evolution from mere traffic drivers to integral compliance partners in new casino ecosystems.

Sources: SBC News, Casino Beats