(AsiaGameHub) –   Unibet has become the final brand under the FDJ United banner in the Netherlands to join the national gambling trade association, VNLOK.

A recent announcement confirmed the operator’s representation through its partnership with ZEbetting, another entity owned by FDJ United.

Björn Fuchs, the Chairman of VNLOK, described the inclusion of all FDJ United brands within the organization as a ‘positive development’ for the local industry.

He remarked: “It is more crucial than ever for the sector to work together proactively on responsible gaming and protecting consumers. 

“We anticipate further progress in establishing a secure and sustainable online betting environment in the Netherlands alongside FDJ UNITED’s brands and our other members.”

VNLOK further highlighted that this move completes the integration of all former Netherlands Online Gambling Association (NOGA) members, following the merger of the two groups in June 2025.

Other recent additions to the trade body include bet365 and LeoVegas, who joined in November 2025, joining established members such as Gaming Nederland, Nederlandse Loterij, JOI Gaming, FPO Nederland, and Holland Casino.

Unibet under KSA scrutiny

The emphasis on responsible gambling from Fuchs is particularly relevant given Unibet’s recent history.

In April, the Dutch regulator, Kansspelautoriteit (KSA), flagged the operator after an audit revealed deficiencies in customer due diligence, specifically regarding transaction oversight and control protocols.

At the time, a Unibet representative informed iGaming Expert that the company considers AML compliance vital for a fair market and has developed a remediation strategy in coordination with the KSA.

Additionally, the KSA imposed a €4m penalty on Unibet in December 2025 for failing to meet its duty of care obligations.

Commenting on the VNLOK association, Sanna van Doorn, General Manager for Unibet Netherlands, stated: “Through industry-wide cooperation, we can enhance player safety and support a trustworthy online gaming landscape in the Netherlands.”   

She also noted the value of collective efforts in maintaining a healthy market, pointing to Unibet’s role as a founding member of NOGA in 2019.