As the Netherlands looks to implement its revised online gambling policy and framework with a view to open its market to licensed international operators, gambling regulator Kansspelautoriteit (KSA) has moved to implement new advertising standards and practices.
KSA has confirmed that it has reached an agreement with multiple Dutch media operators to restrict the advertising of illegal/unlicensed betting operators.
KSA advertising standards and practices will be implemented throughout all Dutch media channels including digital, print, radio and television. KSA has disclosed that the standards have been implemented by eight leading media owners, and that further operators are set to join the advertising standards code.
The regulator stated that these marketing and advertising standards were critical to protecting Dutch Consumers ahead of the introduction of the Netherlands new online gambling bill. KSA further stated that it wanted to create fair business conditions for licensed operators who will enter the market and service legally consumers.
Last May KSA disclosed that more than 200 operators had expressed interest in acquiring Dutch online gambling licenses.
However debate on the Netherlands tax framework regarding online gambling continues to be a point of difference for stakeholders. The government considers a 20% tax rate suitable for online gambling, however the market has seen opposing calls for the tax level to be raised to 29% which would be in-line with land based operator taxes.