Unibet has become the last of FDJ United’s Dutch brands to associate with the country’s gambling trade body VNLOK.
A statement released earlier today confirmed that the operator will be represented through its association with the FDJ United-owned ZEbetting.
Björn Fuchs, Chair of VNLOK, hailed bringing all of FDJ United’s brands under the VNLOK umbrella as a ‘positive development’ for the Dutch market.
He said: “More than ever, it is important that the industry proactively collaborates on consumer protection and a responsible offering.
“We look forward to continuing to build a safe and healthy online gambling market in the Netherlands with the FDJ UNITED brands and all other members.”
VNLOK also noted that the decision means that all former members of the Netherlands Online Gambling Association (NOGA), which merged with VNLOK in June 2025, have now been integrated into the organisation.
Recent additions to VNLOK include LeoVegas and bet365, both of which joined in November 2025. Meanwhile, the likes of Holland Casino, FPO Nederland, JOI Gaming, Nederlandse Loterij and Gaming Nederland have been long-term members.
Unibet in the KSA’s cross hairs
Fuchs’ calls for a greater focus on responsible gaming are especially pertinent for Unibet.
In April, the operator was criticised by the Dutch gaming authority Kansspelautoriteit (KSA) after an investigation by the regulator found that customer due diligence was ‘not being performed well enough’, with particular scrutiny being given to Unibet’s transaction monitoring and control measures.
A spokesperson for Unibet told iGaming Expert at the time that the brand views AML measures as ‘essential for an ethical gambling market’ and had ‘drawn up an improvement plan in close consultation with the KSA’.
Meanwhile, in December 2025, Unibet was also fined €4m by the KSA for failing to comply with duty of care requirements.
Reacting to the brand’s association with VNLOK, Sanna van Doorn, General Manager of Unibet Netherlands, said: “By working closely together within the sector, we can further strengthen player protection and contribute to a reliable online gambling offering in the Netherlands.”
She also emphasised the importance of collaboration within the industry to foster a ‘well-functioning gambling market’, as evidenced by Unibet’s decision to help found NOGA in 2019.
