Interview with Steven Vrolijk, Quality Mark Responsible Affiliates

by Angelina Vodenicharova, 14 January 2026

As regulatory pressure increases across Europe, the role of affiliate websites in promoting safer gambling has never been more closely scrutinised. In the UK in particular, regulators expect affiliates to play an active role in protecting players, ensuring transparency, and supporting long-term sustainability in the regulated market.

Responsible gambling and regulatory compliance are at the heart of what we do, so following the recent certification of online-casinos.com, we spoke with Steven Vrolijk, a key figure behind Quality Mark Responsible Affiliates, to explore what responsible affiliate marketing really looks like in practice. In this in-depth interview, Steven explains how certification benefits players, the challenges of multi-market compliance, and why responsible gambling must go far beyond a simple compliance checklist.

QMRA has become an important benchmark in responsible gambling. From your perspective, what real, tangible benefits do players gain when they choose certified affiliate websites instead of uncertified ones?

Steven: From a player’s perspective, the most tangible benefit of choosing a QMRA-certified affiliate website is trust rooted in responsibility, not marketing.

QMRA certification is built largely on jurisdiction-specific legislation, with a strong focus on responsible gambling requirements. That means certified affiliates are not only expected to comply with the rules, but to actively reflect those principles throughout their content. We require our members to ensure that all information is presented in a balanced, careful, and responsible manner, without language or framing that could push players toward impulsive or harmful decisions.

Importantly, responsible gambling is not treated as a standalone page or a box to tick. It must be embedded across the entire website, from reviews and comparisons to bonus explanations and calls to action. This holistic approach significantly reduces the risk of misleading messaging or overly aggressive promotion.

For players, this translates into clearer information, fewer unrealistic claims, and a safer decision-making environment. In addition, QMRA certification is not a one-off assessment. Our members are reviewed regularly, with a full annual audit to ensure ongoing compliance and continuous attention to responsible gambling standards.

Ultimately, choosing a certified affiliate means choosing a platform that is actively monitored, legally aligned, and consistently held to a higher standard, with player protection as a central priority rather than an afterthought.

Affiliate platforms often operate across multiple jurisdictions with very different compliance standards. What are the biggest challenges affiliates face when navigating markets like the UK, Ireland, and Germany — and how can certification frameworks help simplify this complexity?

Steven: Operating across multiple jurisdictions is one of the most complex challenges affiliate platforms face today. Markets such as the UK, Ireland, and Germany each have distinct regulatory frameworks, cultural expectations, and enforcement approaches, and there is still no harmonised iGaming legislation at a European level. As a result, affiliates, particularly those operating internationally, are exposed to significant compliance risk.

One challenge we see very clearly is local understanding. Affiliates that do not have people on the ground in a specific country often struggle with language nuances, regulatory interpretation, and market-specific expectations. While AI tools can help bridge language gaps, they cannot replace a deep understanding of how local regulators interpret and enforce the rules, especially when it comes to responsible gambling messaging and advertising standards.

This lack of uniformity means affiliates must invest substantial time and resources to understand what is permitted in each market. Without that knowledge, even well-intentioned platforms can unintentionally breach local requirements.

This is where certification frameworks such as QMRA play a practical role. Rather than offering abstract guidelines, we assess affiliate websites directly against the applicable legislation in each jurisdiction. Our legal compliance team reviews content, structure, and messaging, identifies what is already compliant, and provides concrete, actionable feedback on what needs to change.

For affiliates, this significantly lowers the barrier to multi-market compliance. It offers clarity, reduces uncertainty, and helps them operate responsibly across borders without having to rebuild compliance expertise from scratch in every new jurisdiction.

Recent regulatory changes across Europe have sparked debate within the industry. From a player-centric viewpoint, which changes do you believe genuinely improve player protection — and which ones still need refinement?

Steven: From a player-centric viewpoint, it is important to acknowledge that nearly all European regulators are genuinely trying to improve player protection. Online gambling is a large and still growing market, and the intention behind recent regulatory changes is clearly to make participation safer and more sustainable for consumers.

That said, we are increasingly seeing a shift from regulation toward over-regulation, and this is where concerns arise. Markets such as Germany and the Netherlands are illustrative examples. Measures like strict deposit limits, and in some cases overarching or blanket limits, are introduced with good intentions, but not always supported by sufficient research into their broader effects.

The key risk is that overly restrictive rules can unintentionally push players toward the illegal gambling market, where there is no player protection at all. From a player-centric perspective, this undermines the very goal regulators are trying to achieve. If regulated environments become too restrictive or frustrating, players may seek alternatives that operate entirely outside regulatory oversight.

In my view, the area most in need of refinement is not the ambition to protect players, but the process by which new rules are introduced. Going forward, lawmakers and regulators should consistently conduct robust, evidence-based research into how proposed measures will impact player behaviour, particularly the potential growth of illegal offerings, before implementing additional restrictions in regulated markets.

Effective player protection requires balance. Regulation should reduce harm, not displace it.

Responsible gambling is sometimes treated as a compliance requirement rather than a core value. In your view, what does meaningful responsible gambling look like — and how can affiliates move beyond “checkbox compliance”?

Steven: Meaningful responsible gambling starts with awareness and understanding, not policies or checklists. It requires that a company, and especially the people behind it, truly grasp what gambling-related harm looks like in real life.

In my view, this means actively educating teams about the realities of gambling addiction. For example, inviting someone with lived experience, such as a recovering addict who now speaks publicly, or professionals from addiction prevention or healthcare organisations, can be incredibly impactful. These conversations help teams understand that gambling harm is not an abstract concept, but something that affects real people in serious and sometimes devastating ways.

Once that awareness exists, affiliates are far better equipped to move beyond checkbox compliance. Teams begin to recognise risk factors and triggers in marketing and content, such as urgency, pressure-based messaging, or unrealistic framing, and can consciously avoid them. This level of understanding directly influences how content is written, how offers are presented, and how players are addressed.

At Quality Mark Responsible Affiliates, we deliberately look beyond whether an affiliate simply has a responsible gambling page. We focus on whether responsible gambling principles are embedded throughout the site. Content should be written in a balanced and careful way, without encouraging impulsive or radical decisions.

Ultimately, responsible gambling becomes meaningful when it is part of a company’s internal culture, when teams understand the risks, take them seriously, and reflect that understanding consistently in how they communicate with players.

Affiliate websites are often the first touchpoint for players. What responsibility do affiliates carry in shaping player behavior, and where can they have the greatest positive impact when it comes to safer gambling?

Steven: Affiliate websites are often the first point of contact for players who are actively searching for online gambling options, which places a significant responsibility on affiliates in shaping early decision-making.

The most fundamental distinction here is between legal and illegal affiliate activity. Affiliates that exclusively promote licensed and regulated online casinos already make a substantial positive contribution by channeling players toward safer, supervised environments. This alone has a direct impact on player protection, as regulated operators are subject to consumer safeguards that simply do not exist in the illegal market.

Beyond channelisation, affiliates influence player behaviour through how information is presented. Their greatest positive impact comes from reducing impulsive decision-making. This means moving away from purely promotional messaging and instead positioning affiliate platforms as objective, informative resources. Clear explanations of offers, transparent conditions, and balanced comparisons allow players to make more considered choices.

When affiliates prioritise information over pressure, and clarity over urgency, they help create a safer entry point into online gambling. In that sense, affiliates do not just direct traffic; they help shape the quality and responsibility of the player journey from the very first interaction.

Do you see certified affiliates evolving into a kind of ‘gatekeeper’ role for the industry — influencing not just traffic, but standards, transparency, and long-term sustainability?

Steven: Yes, absolutely. I do see certified affiliates evolving into a gatekeeper role for the industry, not only influencing traffic flows, but also standards, transparency, and long-term sustainability.

Before the launch of Quality Mark Responsible Affiliates, and earlier, KVA in the Netherlands; there was effectively no fully compliance-based quality mark for affiliates. Independent assessments carried out by real legal specialists, rather than automated checks or self-declarations, were simply not part of the industry. That is a meaningful shift.

What we see now is that many affiliates actively want to distinguish themselves from less responsible actors. Certification provides a credible way to do that. It allows affiliates to demonstrate that they take regulation, transparency, and player protection seriously, and that they are willing to be held accountable. In that sense, quality marks help separate sustainable, long-term businesses from those focused purely on short-term gains.

Another important development is the growing recognition of certified affiliates by regulators. In the Netherlands, for example, through our Dutch Quality Mark there is formal cooperation with the Dutch Gambling Authority. This reflects a broader shift in perception. Where affiliates were once seen as “cowboys,” they are increasingly recognised as a responsible acquisition channel, particularly when focused on SEO-driven, informational marketing.

Notably, there have been no regulatory issues involving certified members in the Netherlands. This reinforces the idea that compliant affiliate marketing can support channelisation by guiding players toward safer, regulated environments.

Looking ahead, I believe certification will increasingly become a baseline expectation rather than a differentiator. For affiliates that want to operate sustainably in regulated markets, holding a recognised quality mark will likely become essential, both to regulators and to partners. That is very much the direction we are working toward.

There’s an ongoing tension between commercial performance and player education. How can affiliates successfully balance strong conversion goals with genuine player protection and education?

Steven: There is no denying that operating as a regulated, compliant affiliate has commercial consequences. Complying with local regulations and responsible gambling standards often leads to slightly lower conversion rates, more conservative messaging, and lower CPAs compared to the illegal market. Illegal operators and affiliates can apply far more pressure-driven tactics, which naturally inflates short-term performance and payouts.

However, that trade-off is precisely where responsibility and sustainability come into play. Choosing not to push players too aggressively, even when it affects revenue, is a conscious and ethical decision. It allows affiliates to operate within the rules, reduce harm, and ultimately maintain credibility. As I often say: it also means you can sleep well at night, knowing you are doing things the right way.

The key to balancing conversion and education lies in how value is defined. Strong performance does not have to rely on pressure or exaggeration. Affiliates can still convert effectively by focusing on clarity, transparency, and relevance, explaining what players can expect, what the risks are, and where safeguards exist. Education does not weaken trust; it strengthens it.

Most importantly, affiliates should recognise their role in the wider ecosystem. Responsible platforms contribute to protecting players not only from illegal gambling, but also from excessive or harmful play within the regulated market itself. Regulation reduces risk, but it does not eliminate it entirely.

In the long run, affiliate platforms that prioritise player protection alongside commercial goals are far better positioned to build sustainable businesses, based on trust, compliance, and long-term relationships rather than short-term maximisation.

Looking ahead, what changes or innovations do you expect to see in responsible gambling standards for affiliates over the next few years?

Steven: Looking ahead, I expect responsible gambling standards for affiliates to continue evolving, though not always in the most balanced way. In the short term, I unfortunately anticipate further overregulation in several European jurisdictions. Measures such as overarching deposit limits are likely to be introduced more widely, often without sufficient differentiation between player profiles or behaviour.

One of the unintended consequences of this trend is that we will likely see continued growth of the illegal online gambling market over the next few years. When regulated environments become too restrictive, players may look elsewhere, and illegal platforms offer no safeguards, no oversight, and no player protection at all.

My hope is that regulators will increasingly recognise this dynamic and begin to re-embrace the regulated market as part of the solution, rather than treating it solely as a risk factor. That means moving toward more tailored, evidence-based regulation: rules that support a healthy, commercially viable, and safe regulated market, without pushing players away through excessive restrictions.

Final Word

We thank Steven for his time and expert opinion – conversations like this underline the growing importance of responsibility, clarity, and informed choice for players navigating an increasingly complex market.