The Kansspelcommissie has revised advertising regulations for online casinos, limiting affiliate placements to websites primarily focused on gambling. This regulatory update immediately impacts sports and entertainment platforms that previously hosted casino promotions.
Affiliate marketing is now permitted exclusively on resources where gaming is the central theme. Sites providing sports results, live scores, and statistical data are no longer eligible to display online casino advertisements. The commission stated that users on these platforms generally do not seek gaming information, requiring ads to target audiences with existing interest in the sector.
Enforcement and Future Regulations
Several affiliate networks unrelated to gambling received notices in recent weeks demanding the removal of operator advertisements within 48 hours. Licensed companies face regulatory sanctions if they fail to adhere to these removal requirements.
These adjustments follow a partial ban on gambling advertising implemented in 2023. Authorities intend to introduce a nearly complete prohibition on gambling promotion by January 1, 2028.