KVA founders launch affiliate quality mark for six markets

By Dan Kleiner


XY Legal Solutions, founder of the KVA affiliate kitemarking system for the Dutch market, has launched an equivalent service for six more regulated countries.

The Quality Mark Responsible Affiliates (QMRA) service has launched initially for the regulated markets of Spain, Norway, UK, Denmark, Germany and Sweden.

The price of a yearly QMRA membership is set at €695 (£595/$757) and discounted by €100 when a company offers three or more sites.

The procedure will see the QMRA team review the site based on compliance codes placed on each market, which are a distillation of the law in that particular market relevant for affiliates. 

As the service launches, two sites already signed up are CasinoHawks.com, which is owned by Game Lounge, and BetterWorldCasinos.com from Coherentes.

XY Legal Solutions also revealed the decision to start the new service stemmed from KVA’s success. “The Dutch situation has demonstrated the need for an affiliate quality mark,” it said in a statement. “No country has a quality mark like KVA. We now aim to change that.”

Eighty one affiliates and 10 operators have so far signed up to the code in the Netherlands to receive the KVA quality mark.  

Back in July 2023, the Netherlands implemented a ban on gambling ads through most media channels including on television, radio and in print.

The regulator Kansspelautoriteit (KSA) also made clear that the goal will be for 95% of those viewing such ads to be over the age of 24.

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