Dutch Media Authority to Increase Oversight of Influencers
The Dutch Media Authority (Commissariaat voor de Media) has announced that a large group of influencers will be subject to active supervision starting in mid-June. Previously, only influencers with more than 500,000 subscribers or followers were actively monitored, but this criterion will be removed.
To ensure a safer online environment for young people, the Media Authority will expand its supervision of influencers, vloggers, and content creators. The government agency has decided to scrap the requirement of a minimum of 500,000 followers, according to its website.
As a result, a much larger group will fall under the active supervision of the Media Authority starting June 16, 2025. This decision was partly driven by the growing popularity of ‘micro-influencers,’ who have fewer followers but often target a specific audience or niche.
In the announcement, the agency states that it expects influencers to be transparent about advertising, consider the interests of minors, and clearly identify themselves. The expanded supervision applies to influencers and content creators who:
- Have an account on YouTube, Instagram, and/or TikTok;
- Have posted at least 24 videos in the past 12 months;
- Earn money or other benefits from their videos;
- Are registered with the Chamber of Commerce.
The policy change will also affect Dutch streamers and content creators involved in (online) gambling. Since there are no known Dutch gambling streamers with more than half a million followers, they will only be actively supervised from mid-June.
All accounts that fall under these criteria must comply with the Media Act 2008. However, an exception applies to the reporting requirement and supervision costs for accounts with fewer than 100,000 followers or subscribers. They do not have to register with the Media Authority or pay annual supervision costs.
Amma Asante, chair of the Media Authority, commented:
“Since 2022, the Media Authority has been monitoring video uploaders. The Media Authority expects influencers, among other things, to ensure that advertising in their videos is recognizable to viewers. In recent years, our supervision of uploaders has progressed from providing information to informal enforcement, such as discussions, to stricter enforcement, such as fines.”
“We conduct risk-based supervision so that we, as a supervisor, are agile and flexible and can intervene where we see the greatest risks. For example, when it comes to the protection of minors.”
Amma Asante, Media Authority
Enforcement Action Against Streamer
The Dutch Gambling Authority (Kansspelautoriteit, Ksa), which oversees (online) gambling in the Netherlands, has already taken action against a Dutch casino streamer. In October of last year, Djade Sadloe, the person behind the YouTube account Leftlanepapi, received a warning from the Gambling Authority to stop his gambling streams where he plays at illegal online casinos.
A month ago, the Ksa shared its intention to impose a penalty payment on ‘Leftlanepapi.’ In his streams, he continued to promote the online casino Sky Hills, which is illegal in the Netherlands, thereby violating the Betting and Gaming Act.
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