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Netherlands Gambling Authority: “Google Analytics appropriate tool to check age of website visitors”

Dutch football concludes final sponsor deals with betting operators

Earlier this year, the Dutch government introduced a ban on untargeted online gambling advertising that finally entered into force on July 1. These new restrictions also include a ban on betting sponsorships from July 1, 2025, onward. Existing sponsorship deals concluded before July 1, 2023, may run until 2025.

Just before the July 1 deadline, several new betting sponsorships were announced.

First, we received official confirmation that Unibet will become the official betting partner of Dutch top-flight professional football league, Eredivise. Previously, Unibet already concluded sponsorship agreements with Dutch professional football sides Ajax, AZ, FC Utrecht, Heracles Almelo, and NEC.

Additionally, Netherlands-licensed operator 711 signed an agreement to become the official betting and stadium partner of second-level football side Telstar.

Lastly, Betnation has agreed a deal to become the main sponsor of Eredivisie side Go Ahead Eagles.

Upcoming events

The following event(s) may be of interest to the GiH community.

  • Trade show and conference iGB Live! will take place July 11-14 at RAI Amsterdam.

  • The 2023 Gaming in Germany Conference has been scheduled to take place October 16, 2023, in Berlin. Benjamin Schwanke, Co-Chair of Germany federal gambling regulator, GGL, will be the event's keynote speaker.

Netherlands Gambling Authority: “Google Analytics appropriate tool to check age of website visitors”

According to the Netherlands Gambling Authority (Kansspelautoriteit), Google Analytics is an appropriate tool for affiliate website owners to verify the age of their visitors. This message was conveyed by email to KVA, the organization behind the Quality Mark Responsible Affiliates.

From July 1, 2023, onward, owners of affiliate websites are obligated to use the “best available tools” to verify that at least 95% of their visitors are older than 23 years.

The fact that, despite its shortcomings, Google Analytics is seen as an appropriate tool to ensure compliance with this age requirement, is welcome news to Netherlands-facing affiliates and operators.

Under Dutch regulations, advertisers, i.e., the operators, can be held liable for rule violations by their marketing partners. This liability is easier to manage now that a readily available tool such as Google Analytics is deemed appropriate by the Dutch regulator.

Other news

The Netherlands Gambling Authority and local authorities raided and shut down an illegal poker tournament in the municipality of Waddinxveen.

ComplianceOne Group has become a member of the Netherlands Online Gambling Association (NOGA), underlining “the compliance provider’s commitment to the Dutch market.”

A consortium of Belgian sports teams and gaming operators have been defeated in a last-chance legal bid challenging the Royal Decree that will ban gambling advertising from July 1.

Despite a tumultuous year, including the sale of its non-US assets to 888 Holdings, William Hill's revenues remained largely flat in 2022.

“The credibility of European handball is at risk,” says match-fixing expert and previous Gaming in Holland Conference speaker, Declan Hill.

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