Kansspelautoriteit (KSA), the Netherlands gambling regulator, has issued its final guidance on the advertising and player acquisition requirements of the KOA Regime, which is 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 regulator notified all licensed casino operators they must adhere to TV broadcasting rules which will prohibit any form of Games of Chance advertising to be broadcast between 6am and 7pm.
Online conduct duties will prohibit licensed casino operators from targeting Dutch consumers aged between 18-to-24.
As part of a wider strategy to protect vulnerable and self-excluded players, the authority told operators that player data cannot be used to re-target or re-engage customers with their brand or website.
Under the new regulations, 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 updates 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 Directors’ obligation’.