Long-term success in the gambling affiliate space relies on one crucial ingredient: trust. Trust from site visitors, operators, and regulatory bodies. As Director of the Quality Mark Responsible Affiliates (QMRA), Steven Vrolijk, LL.M., is on a mission to raise the bar for affiliate transparency and help with building a better affiliate industry across the globe. Rather than treating compliance as a rigid “pass or fail” barrier, Steven and his team work directly with publishers to turn responsible marketing into a competitive advantage.

In this exclusive interview with online-slot.co.uk, Steven breaks down why national self-exclusion registries are essential for player safety and how the future of affiliate marketing belongs to those who prioritise verified compliance.

What made you start QMRA, and what gap did you see in the affiliate industry?

We started developing a quality mark for gambling affiliates when the Dutch regulated online gambling market opened in 2021. That quality mark became the KVA (Keurmerk Verantwoorde Affiliates). At the time, we saw a clear need for affiliates to differentiate themselves. We needed to build stronger relationships with operators and increase trust among website visitors, regulators, and companies like Google.

There simply wasn’t a compliance certification designed specifically for gambling affiliates. After the success of the KVA, we expanded the concept internationally through QMRA. Since then, we’ve seen the authority and recognition of QMRA continue to grow as more affiliates, regulators, and operators recognise the value of verified compliance.

What’s the biggest compliance mistake gambling affiliates make today?

The biggest compliance mistake affiliates make today is assuming that something is compliant simply because another website is doing it. Many affiliates look at competitors and assume they’ve interpreted the regulations correctly.

That’s a risky approach. Every affiliate remains responsible for complying with the laws and regulations in the jurisdictions where they operate. That’s why it’s essential to assess the requirements yourself, or with the help of compliance specialists, instead of simply copying what others are doing.

What usually surprises affiliates when they go through a QMRA review for the first time?

What usually surprises affiliates is that a QMRA review isn’t a pass-or-fail exercise where you’re immediately rejected if something isn’t compliant. We see it as a collaborative process.

When we identify areas of improvement, we provide detailed guidance and practical recommendations on how to become compliant. As long as an affiliate is willing to make the necessary changes, we actively support them throughout the process. Our goal isn’t to reject affiliates, but to help them reach a higher standard of compliance.

Can a gambling affiliate be fully compliant without hurting its SEO or conversions?

That depends to some extent on the regulations in a particular market. Certain compliance measures can have a short-term impact on conversion rates. In the Netherlands, for example, many affiliates experienced lower conversions when age gates were introduced in 2023. However, consumers quickly adapted, and conversion levels have largely recovered.

From an SEO perspective, I actually see the opposite effect. Strong compliance enhances a website’s credibility and overall quality. Google continues to place greater emphasis on E-E-A-T, and verified compliance can contribute positively to those signals. In that sense, compliance and SEO increasingly reinforce one another rather than compete.

What’s one compliance requirement affiliates resent the most, and are they right to?

This varies considerably between jurisdictions, but in general, affiliates tend to dislike compliance measures that may affect the user experience or reduce conversions. Some examples include age gates and additional responsible gambling messaging. 

How do you see AI changing the way affiliate websites approach compliance?

AI will undoubtedly help affiliates produce content faster and automate parts of their compliance processes. At the same time, I see an important risk. Affiliates who rely blindly on AI for legal or compliance advice are likely to make mistakes.

The gambling industry is one of the most heavily regulated industries in the world. Even a small misinterpretation of the rules can result in warnings or significant fines. That’s why I believe AI will become a valuable tool, but never a replacement for human expertise. Ultimately, the website owner will always be responsible for complying with the law.

Do you think affiliates are becoming more responsible, or does regulation simply drive most changes?

Affiliates are becoming far more knowledgeable about responsible gambling and regulatory requirements because they’re expected to be. Overall, the industry’s understanding of compliance is improving. At the same time, I do believe some jurisdictions have gone too far with overregulation. Strong player protection is important, but regulation also needs to remain proportionate and practical. 

If you could give every affiliate one compliance tip, what would it be?

My biggest piece of advice would be this: never assume something is compliant simply because your competitors are doing it. Take the time to understand the regulations in every market you operate in, or work with specialists who do.

Ultimately, compliance is your own responsibility. Copying other websites may seem like the easy option, but it’s also one of the biggest compliance risks you can take.

Is there a market you think got the affiliate rules almost completely wrong?

Germany is an interesting example. Revenue share agreements for affiliates are prohibited, while the market also has strict deposit limits and other extensive player protection measures.

If the regulatory framework already limits player spending so heavily, it’s difficult to justify banning revenue share entirely. In my view, that also means regulators are interfering with commercial agreements between affiliates and operators. Regulation should focus primarily on protecting consumers, while affiliates help channel players to licensed and regulated operators.

Which European market do you think has the best balance between protecting players and allowing affiliates to operate?

At the moment, I would point to Sweden. It has a clear regulatory framework that prioritises player protection while still allowing affiliates to operate responsibly.

The marketing restrictions are generally well balanced, and Sweden has also reported encouraging results in terms of responsible gambling outcomes. In my opinion, it’s one of the better examples of finding the right balance between regulation and a sustainable affiliate market.

What’s a country’s approach to responsible gambling that other regulators should be copying and aren’t?

I’m a strong supporter of national self-exclusion registers. In many cases, it’s simply not enough for a player to exclude themselves from just one operator.

When someone is experiencing gambling-related harm, a centralised exclusion system is far more effective. I believe more jurisdictions should introduce nationwide self-exclusion registers that apply across all licensed operators.

What role can affiliate websites play in RG that operators themselves often can’t?

Affiliate websites can provide an independent source of information in a way that operators simply can’t. Operators will naturally present themselves as the best choice. Affiliates, on the other hand, can publish objective comparisons, honest reviews, and recommend the operator that genuinely best fits a player’s needs.

That independent role improves transparency and strengthens channelisation by helping consumers choose licensed, regulated operators instead of illegal alternatives.

Where do you see gambling affiliate compliance five years from now?

In five years, I expect independent affiliate certification quality marks to play a much bigger role within the industry. By then, I hope QMRA will have welcomed many more members and further strengthened its international position.

We’re already seeing this development today, particularly in the Netherlands, where we’ve built strong relationships with regulators and organisations such as Google. That demonstrates a growing recognition of the value of verified compliance. I believe QMRA will increasingly become part of the solution for affiliate compliance. Not as a replacement for regulation, but as a practical way to demonstrate quality, transparency, and compliance.