Dutch Regulator Cracks Down on Social Media Gambling Promos — A European Trend Affiliates Shouldn’t Ignore

What’s Going On in the Netherlands

The KSA recently issued enforcement orders to three well-known social media personalities — Stiefunspeelt, Turcos and Buurtwachtt — for promoting unlicensed gambling platforms. They were given 48 hours to remove the content and face fines of €25,000 per violation, up to €75,000 each.

At the same time, the regulator signalled that it will go beyond illegal operators and target the entire promotion chain — including affiliates, media outlets and ad agencies. The message is clear: if you help push unlicensed gambling services, you can be held accountable.

This Is Part of a Broader European Trend

Earlier today, we wrote about how Sweden is handling a similar case — the country’s first ever prosecution of an influencer for promoting unlicensed casinos. European regulators are increasingly treating influencer marketing and affiliate traffic as key control points in protecting players and platforms. (See: Swedish influencer faces court in first-ever illegal casino promotion case)

So, this isn’t just a Dutch story — it’s part of a wider shift. When regulators across Europe tighten rules around marketing, sponsorships and promotion chains, affiliate marketers need to wake up to the changing landscape.

What Affiliates Should Do Now

If you’re working in the iGaming affiliate space, especially in Europe or targeting European markets, here are some key take-aways:

• Double-check your operator partners. Make sure any brand you promote holds a valid licence in the target country, and all promotion channels are compliant.
• Review influencer/streamer collaborations. If you use influencers to promote offers, ensure the deals are transparent, with valid licences, and the content meets regional rules.
• Get compliant creatives. Avoid vague offers, “big win” hype targeting vulnerable audiences, or ads likely to be seen by minors. Regulators are scrutinising youth exposure and “high-risk” content.
• Document everything. In markets like the Netherlands, authorities are clear that affiliates and media outlets might face enforcement. Keep track of affiliate links, creatives, and proof of operator licences.
• Focus on quality traffic, not just quantity. With stricter regulation, operators will prefer affiliates who bring in trusted, compliant traffic rather than raw volume with high risk.
• Stay updated and agile. Regulation is moving fast. Regularly refresh your knowledge of local laws, especially when it comes to marketing, advertising and influencer use.

Final Thought

For affiliates, the message is: the rules are being rewritten and the definition of “compliant” is changing. Promoting unlicensed operators or ignoring the marketing chain can hurt not just your partner brands — it can hurt you.

By acting early, aligning with licensed brands, adapting your strategy and keeping your marketing chain clean, you’ll not only protect yourself — you’ll also gain a competitive edge in a market where trust, credibility and compliance are becoming the new currency.