New rules Dutch Media Act for online content creators
Do you earn money from creating content for social media? Then you may need to keep to the Dutch Media Act as of 1 July 2022. This means that you’re subject to new obligations and rules regarding sponsorships and advertising. This blog will clarify whether these new rules apply to you and, if so, what it is you need to do.
The Dutch Media Act is relevant for you when you meet the following criteria:
- You have over 500.000 followers or subscribers on YouTube, TikTok or Instagram;
- You’re registered as an entrepreneur with the Dutch Chamber of Commerce (KVK);
- You regularly post videos (a minimum of 24 videos in 12 months);
- You earn money from creating content.
If you don’t meet all the criteria mentioned above, you are not subject to the Dutch Media Act yet. However, the threshold will gradually be lowered, meaning more and more content creators will become subject to supervision.
But even when you’re not subject to the Dutch Media Act, there are certain rules you must adhere to. As soon as you publish content online that contains some form of advertising, you must be transparent about this. DDMA , the association for the advertising industry, has created this website where you can read all about it.
What is in the Dutch Media Act?
The Dutch Media Act contains rules on being transparent about advertising, sponsorships and product placement. You must therefore make it clear in your videos that something is being advertised or contains sponsored content. Surreptitious advertising is prohibited and you’re not allowed to encourage the purchase or rental of these services or products. You must also take minors that might view your content into regard and make it known who you are. Another rule that will take effect from 1 July, is that your content must consist of European productions for at least 30%.
Consequences of the Dutch Media Act
If you’re subject to the Dutch Media Act, there are certain things you need to arrange:
- Register with the Dutch Media Authority before 15 July 2022;
- Join the Dutch Advertising Code Authority;
- Register with the Netherlands Institute for the Classification of Audiovisual Media;
- Indicate on your channel that you’re under supervision of the Dutch Media Authority;
- Save all your content for a minimum of 2 weeks;
- If you have 2 or more employees, you must draw up an editorial statute.
As you can see, there are a lot of new rules and there might be a possibility that you need to put in some effort before 1 July! But please note that if you don’t comply with the Dutch Media Act, the government can impose (high) fines.