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Strict rules for advertising and protecting players
The Netherlands has built one of the strictest systems of marketing restrictions and behavioral protection in gambling in Europe. The logic is simple: only what reduces harm and is transparent to the user is allowed. Any licensed operator is required to comply with the requirements of the Kansspelautoriteit (KSA) regulator, support integration with CRUKS (self-exclusion registry) and work on the Responsible Gaming principle by default.
1) Basic principles of advertising policy
1. No "non-targeted" advertising. Mass coverage communications without exact 18 + targeting are prohibited.
2. Ban on involving vulnerable groups. Young people, students, people with financial difficulties or signs of gaming vulnerability cannot be targeted.
3. No "opinion heroes." It is forbidden to use role models and influencers that can affect minors.
4. Transparency and moderation. Any offer should be clear: without hidden conditions, short "small fonts," promises of "easy money" and pressure with urgency.
5. Frequency control. On e-mail/SMS/push there are cap-limits and "quiet windows" (at night - without communications).
2) What is prohibited - practical examples
Formulations with the promise of an "easy win" or "guaranteed result."
Visuals and slogans appealing to youth culture, school or student symbols.
Calls to play "on emotions" ("play now," "do not miss the only chance").
Masking advertising for editorial content (native articles, reviews of "top slots," "forecasts" with promotional codes).
Aggressive bonuses with an opaque wager or mechanics that are difficult to execute.
Retarget to users showing signs of vulnerability (frequent sessions, high unprofitability, requests for help).
3) What is permissible - under strict conditions
Information messages about product conditions - only for a verified, adult audience.
Responsible filing: reminder of limits, access to self-exclusion, links to help.
Content about the rules of the game/probability - without promises of results and without emotional manipulation.
4) Affiliates and media: separate rules
No "gray" transitions. The affiliate is jointly and severally liable: hidden links, promos in youth environments, clickbait with bonuses are prohibited.
Marking and age filters. All promotional materials of the affiliate must have 18 + gates, refusal to retarget to sensitive audiences.
Uniform tonality standard. No promises of "quick money," only neutral informative presentation.
5) Player protection: "Default RG"
Mandatory tools online and offline (via operator processes):- CRUKS check before admission to the game - in any channel.
- Limits: on deposits, session time, bet/loss - set and easily changed by the player.
- "Coolant" (pause) before a large bet or when risks increase.
- Duty of Care: behavioral monitoring (frequency of sessions, "race to play," growth in deposits), early interventions, up to temporary blocking and offering help.
- Reports to the player about time, bets, results are simple and understandable.
- Hot button help and quick access to self-exclusion.
6) KYC/AML and behavioral safety
Identification 18 + before deposit. Verification of identity/age/address, at risk - source of funds.
Transactional monitoring and KYT: anomaly tracking, velocity limits, investigation of suspicious schemes.
Separation of client funds and operating ones is a prerequisite for trust and sustainability.
7) Communications in products and applications
No "dark patterns." Pop-ups blocking the exit, auto-subscriptions to promos, forced onboarding in bonuses are prohibited.
Quiet mode at night and during sensitive periods.
RG UX widgets in sight: limits, pause, session history, CRUKS/help - one or two tap access.
8) Checklist for Creative/CRM Team
1. Audience audit: confirmed 18 + target, exclusion of vulnerable segments.
2. Key: neutral informative presentation, without emo pressure and "heroes of opinions."
3. Offer: understandable conditions, real vager, lack of "small print."
4. Frequency: adherence to caps; "quiet mode" is mandatory.
5. Layout: blocks of RG/self-exclusion/limits are always visible.
6. Pre-public legal-check: each creative/mailing/push - through legal and RG control.
7. Logs and storage: all versions of creatives and solutions are in the archive for possible verification.
9) Checklist for Affiliates/Publishers
Age gates 18 +, lack of youth grounds and "general" coverage.
Ban on "bypass" calls (emoji rebuses, "free chance," etc.).
Transparent promo marking, rejection of "native" without labels.
Lack of bonus clickbait and aggressive headlines.
Readiness for spot audit of materials and traffic sources.
10) Metrics that the regulator looks at (and that are good for business)
RG coverage: the share of active players with enabled limits and pauses.
Duty of Care: Number of early interventions and their impact.
Complaints/incidents: level and dynamics, response time, percentage resolved on time.
Marketing: share of rejected creatives on pre-check, frequency of contacts, lack of coverage of minors.
Reliability: uptime, correctness of CDB logs, integrity of KYC/KYT processes.
11) Typical errors and how to avoid them
"Repackaging" ads for "analytics." Solution: clear labeling, rejection of CTA/promo codes in editorial texts.
Opaque bonuses. Solution: simplify the vager, bring key conditions to the first screen.
Oversend fluffs and letters. Solution: cap-limits, personal frequency profiles, mandatory "quiet windows."
Ignoring signs of vulnerability. Solution: Duty of Care automatic triggers + support training.
12) Totals for stakeholders
Operators: competition - quality and safety, not volume of advertising campaigns. Product, RG-UX and process compliance are more important than creativity.
Affiliates/media: play "white" - a long horizon pays off the rejection of gray schemes.
Players: the market is designed to first protect, and only then entertain: CRUKS, limits, help - always at hand.
Inference.
The Dutch model is based on minimal advertising pressure and maximum player protection. If you are an operator or a partner, the only sustainable way is compliance-by-design: from creativity and CRM to UX and data. This is not just a KSA requirement - it is the foundation of audience confidence and long-term business viability.