In the Netherlands, the Responsible Affiliates Quality Mark (KVA) has unveiled its new website to strengthen its position as the “trusted seal in the Dutch online gambling market for national consumers”.

KVA was founded as an affiliate association in 2021 to coincide with the launch of the Netherlands’ Remote Gambling Act (KOA). Its membership follows a strict compliance code promoting licensed gambling operators in the KOA market.

The marketing of affiliates must be undertaken with balanced messaging, a focus on addiction prevention, and adherence to Dutch advertising rules. All affiliates undergo annual assessments, random audits, and must display the KVA’s quality mark.

Launched on 15 September, the platform aims to make the KVA more recognisable for consumers while improving transparency around affiliates and licensed operators. The move follows the foundation’s role within the Alliance for Combating Illegal Online Gambling, which was established earlier this year to drive channelisation and protect Dutch consumers.

The new website features a dedicated members’ section, offering consumers clear access to licensed affiliates and operators. Each member is given an individual certificate, showing the results of inspections, the frequency of audits, and which compliance officer conducted the last assessment.

KVA has also expanded its consumer-facing content, introducing a Responsible Gambling hub with advice, support signposts, and educational material on the risks of illegal websites. Social media campaigns across Instagram and Facebook will further highlight warnings and promote legal play.

With the relaunch, the quality mark is positioning itself more emphatically as an information hub, aligned with the regulator and external market experts to combat illegal supply.

Steven Vrolijk, KVA representative, said: “With the updated website, we’re taking the next step in professionalisation. The quality mark will be more recognisable for consumers, while members can continue to rely on a robust and legally sound assessment procedure.

Through our role within the Alliance, the constructive contact with the regulator, and the input of experienced market experts, we want to continue contributing, together with our members, to channelling legal supply and tackling the illegal sector.”

Since its formation in 2021, KVA members have had to undertake stringent year-on-year adjustments, adhering to new rules on customer targeting (+24), campaign messaging, and the promotion of incentives and high-risk games.

As 2025 concludes, the KOA market awaits a likely overhaul by the Kamer, expected to take place following the snap Dutch Snap Elections on 28 October, with the winning coalition government taking the mandate on how the Dutch online gambling market will be reformed.