Rules on advertising
If you advertise in the Netherlands, you must keep to the Dutch Advertising Code (Nederlandse Reclame Code, NRC). The NRC describes the general rules on advertising and special advertising codes for specific products and services. It applies to all advertising, regardless of the medium you use.
You advertise when you openly or systematically recommend products, services or ideas, whether direct or indirect.
General rules on advertising
The Dutch Advertising Code (NRC) is drawn up by the Dutch Advertising Code Authority (Stichting Reclame Code). According to these rules advertising cannot:
- be contrary to the law, the truth, good taste, and decency
- go against public interest, public order, or morality
- be unnecessarily offensive or a threat to mental or physical public health
- harm trust in advertising
- appeal to fear or superstition
- be unrecognisable as advertising
- be dishonest, for instance misleading and aggressive advertising
Misleading advertising
Misleading advertising (article 8) is forbidden. Advertising is misleading if you make claims which are incorrect, incomplete, or very unclear. For example, if you claim a product has a quality mark which it does not have, or if you state that something is free, when it is not. It is also considered misleading if you hide (important) information on your website. You are allowed to exaggerate in your advertisement.
Aggressive advertising
Aggressive advertising (article 14) is prohibited. Advertising is aggressive if it limits the average consumer's freedom of choice or freedom of action. This pushes the consumer to take a decision they would not otherwise have taken. You cannot use advertising with which you intimidate, force, or (physically) threaten consumers. Or advertising which abuses your dominant market position to exert pressure.
Aggressive advertising is, for instance:
- persistent and unwanted solicitation by phone, fax, email, or other remote media
- giving the impression that someone has won a prize or will win a prize by taking an action, while there is no prize or the consumer must first pay to receive the prize
- taking advantage of children's gullibility or encourage children to talk their parents into buying something
Comparative advertising
Comparative advertising (article 13) is permitted under specific conditions. Advertising is comparative if your advertisement refers to a competitor's name, product, or service. Comparative advertising is allowed if:
- it is not misleading
- the products or services you compare have the same purpose
- your comparison is objective, for instance a verifiable characteristic such as the price
- you do not damage your competitor's reputation
- it is clear that you are the advertiser and not your competitor
- you have a special offer, and it is clear when the offer is valid
- you compare with a product with designation of origin (for example feta or Parma ham) if your product also has this designation of origin
- you do not gain an advantage by using the familiarity of another brand’s name, trademark or designation of origin
- you do not represent products or services as imitations of or counterfeit (fake) of a protected trademark or protected trade name
Special advertising codes
For a number of products, media, or audiences special advertising codes apply, for instance for:
- advertising aimed at children and youngsters
No tobacco advertising
You cannot advertise tobacco and smoking products. Only specialist tobacco stores that meet specific conditions and that are registered with the Netherlands Food and Consumer Product Safety Authority (NVWA, in Dutch) are allowed to advertise in specific ways.
Distribution of unsolicited commercial messages (spam)
You are not permitted to send unsolicited electronic messages by app, email, or SMS (spam messages). For instance, advertising for products and services or a newsletter for charitable purposes.
You can only send advertising if it meets the following 3 conditions:
- the recipient has given their explicit consent
- the recipient must be able to see who is sending the message
- the recipient must always be able to easily and freely 'opt out' of receiving email advertising
Do you advertise via email? You must keep to the rules in the Code for email.
Fines
If you send unsolicited email, recipients can report it as spam to the Dutch Consumer and Market Authority (ACM). The ACM can fine you. Fines can be as high as €900,000 per violation.
Complaints to the Advertising Code Committee
If your advertising does not meet the Code, the Advertising Code Committee (Reclame Code Commissie) may receive complaints about it. If the claim is granted, you can no longer use that particular advertisement. You are allowed to change the advertisement so that it complies with the Code. In some cases you may also have to publish a rectification.