Belgium protection demands see Unibet integrate itsme verification

Kindred Group’s European online betting subsidiary Unibet will become the first bookmaker to utilise Belgium customer verification app ‘itsme’, as the brand aligns its Belgian operations with new consumer protection demands.

The itsme app is a Belgian government technology initiative, which seeks to strengthen the nation’s digital transactional framework, whilst adding further ID protections for Belgian online consumers.

The app is supported by all major Belgian banks and telecom providers, enabling customers to identify themselves via a unique 5-digit numerical code or fingerprint.

In 2018, the Belgian government has moved to implement further online protections and new standards for digital enterprises, with policy stakeholders seeking to enhance consumer safety at the point of transaction.

Dennis Mariën, Country Manager for Kindred in Belgium, commented on the integration of itsme:

“We are delighted to be the first operator to start working with itsme. Kindred values the best possible protection of its customers and strives to offer a safe and responsible gambling platform.

“The integration of tools such as the itsme app, which ensures reliable, correct and user-friendly identification of the customer, is a crucial part of this journey. Moreover, a comprehensive identification process will also help in the fight against fraud.”

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