Rules about online advertising
Ads are everywhere. It is impossible to imagine the online world without ads. They help you sell your products. However, consumers need to know when a message is actually an ad, because you cannot mislead them into making a purchase.
Ads can be found on websites, in apps, and increasingly even in games. However, with some ads, it is not always clear that they are ads, for example when familiar faces are hired to promote certain brands or products. Such promotors are called ‘influencers’. It is important that consumers are able to recognize when certain messages are in fact ads. That is because it is prohibited to mislead consumers. Therefore, make it clear when you use advertising.
If you mislead consumers with advertising, it may constitute an unfair commercial practice. And unfair commercial practices are prohibited. ACM enforces compliance with these consumer protection rules.
There are rules you need to comply with if you advertise something or if you have something advertised. In addition, in all ads in which you mention prices, you must also comply with the rules on prices.
Furthermore, the rules laid down in the Dutch Advertising Code apply to all ads in general, as well as to their content. If your ads also target children, you must also comply with the Code for advertising directed at children and young people. The Dutch Advertising Code Committee enforces compliance with these advertising rules.
What is required and what is not allowed?
Tips
Examples
Relevant regulations
- Title 3, section 3A of the Dutch Civil Code, Book 6 (Unfair commercial practices) (in Dutch)
- Title 5, section 2B of the Dutch Civil Code, Book 6, section 3 (information obligations for distance contracts) (in Dutch)
- The Dutch Advertising Code
- The Code for advertising directed at children and young people
- Dutch Media Act (in Dutch)
Explanation of regulations
More info: links and footnotes
- See also the rules on prices in these guidelines
- Visit the website of DDMA, the Dutch association for data-driven marketing, sales and service, for the rules for influencers
- See the Advertising Code for Social Media & Influencer Marketing (RSM)