777.nl and Circus.nl are launching a partnership to tackle affiliate marketing
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23 Mar 2026 •
Reading time: 2 minutes
It’s all about control, rules and trust. 777.nl and Circus.nl are taking a new step and actively seeking help to better monitor their marketing. The two online gambling providers are launching a partnership with the Keurmerk Verantwoorde Affiliates to gain a clearer picture of the risks associated with affiliate marketing.
Partnership aims to bring affiliate marketing under control
The partnership focuses on one clear objective: better supervision of affiliates who drive traffic and players. The Keurmerk Verantwoorde Affiliates will play an active role in this.
Affiliates working with 777.nl and Circus.nl can now be monitored by compliance officers from the KVA. They will examine how advertising is conducted and whether it complies with the rules applicable in the Netherlands.
This involves, among other things, the Decree on Non-Targeted Advertising for Remote Games of Chance. These rules determine who may be targeted and how advertising is used. This makes affiliate marketing a sensitive issue, as it often takes place outside the direct view of providers.
Monitoring of advertising and potential infringements
The KVA will carry out various tasks within the partnership. For example, it will monitor and assess affiliates’ marketing communications. It will also check whether they are complying with the relevant legislation.
In addition, the quality mark collects anonymised data to verify compliance with the so-called 95% rule. This rule is designed to prevent vulnerable groups from being exposed to excessive gambling advertising.
If there are signs of potential breaches, these can be addressed more quickly. This gives providers greater insight into what is happening within their network of partners.
Pressure on the sector to operate more transparently is mounting
With this step, 777.nl and Circus.nl demonstrate that pressure on the sector is mounting. Affiliate marketing has been under scrutiny for some time, particularly regarding misleading advertising or the promotion of illegal offerings.
Gaming1, the parent company behind both brands, emphasises that the collaboration should contribute to a safer and more transparent market. The KVA plays a role in this by also looking into the misuse of brand names and dubious practices.
According to founder Steven Vrolijk, the role of the KVA within the sector is growing. More and more parties are seeking collaboration to limit risks and better comply with the rules.