The KVA redesigns its website: check out your affiliates
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16 Sep 2025 •
Reading time: 2 minutes Since 15 September 2025, the Keurmerk Verantwoorde Affiliates (KVA) has been presenting a completely revamped version of its website. The redesign is more than just cosmetic: it aims to provide consumers with greater transparency about the criteria that affiliate sites must meet to be certified by the KVA.
A tool for identifying compliant affiliates
At the heart of this update is the ability for every user to see very quickly which affiliate platforms meet the KVA’s standards. On the new site, each KVA member now has a dedicated page where they can find their information, commitments and clear indications of compliance.
This feature avoids ambiguity. Players can check for themselves whether an affiliate site is trustworthy according to the legal and ethical requirements defined by the KVA.
Why this redesign now?
Beyond its appearance, the new site responds to a pressing need for clarity in a sector where the boundaries between legal and illegal offerings can be very blurred. Since the opening up of the Dutch online gambling market, regulation has become stricter, as have expectations in terms of transparency. The KVA plays a central role in this context.
In addition, users were asking for a more intuitive navigation to quickly find out if a site is certified, and to understand which criteria are applied. The KVA meets this demand with a clearer structure and better-identified member pages.
What this means for affiliates
For affiliate sites, the challenge is twofold: not only to be certified, but also to keep this certification visible and credible. On this new site, the display of the KVA label is more transparent, and affiliated pages must show that they comply with the standards in force.
This can become a competitive advantage for affiliates who comply with the strict standards: they are clearly shown to be compliant, which can reassure players who pay attention to legality and security. On the other hand, for those on the fringes, this can pose a problem if they do not update their practices or meet the requirements.
With this overhaul, the KVA is taking an important step towards greater transparency and accountability in the online gaming affiliate sector. For affiliates, this means raising the bar; for players, it means better protection. It remains to be seen how this visibility will translate into day-to-day practices, and whether it will really serve to reduce the grey areas between legality and illegality.