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Introducing the Dutch Advertising Code


The Dutch advertising code consists of a list of rules and regulations that all advertisers of the respected community shall follow. Dutch advertising materials are designed in accordance to this code and you can use Document Translation Services for translation of these materials’ data.

The Dutch language is spoken by nearly twenty three million people in the European Union, mainly by the population of the Netherlands and Belgium. To market a product to this audience, you shall use Dutch Advertising Materials Translation Services for appropriate guidance.

Advertising materials and mediums include telemarketing, the World Wide Web, radio, banners, flyers, direct marketing, as well as labeling and packaging. Language Translation services are a useful tool for converting various contexts to other languages in order to attract a variety of customers.

The Dutch advertising code has specific instructions for different industries such as Alcohol Beverages, Games of chance, Environmental organizations, Passenger cars, Travelling/Tours, and Tobacco products. For the majority of other businesses, there are a set of general provisions such as:

  • The advertiser must be a person or organization, and not a consumer.
  • All advertisements should obey the rules of law and universal ethics.
  • An advertisement shall not offend or threaten anyone in any way.
  • Advertising has to be honest; no lies or misleading

Explanation of the fundamental clauses can be acquired from a copy of the original Dutch advertising code that can be translated using Dutch Advertising and Marketing Document Translation Services, for your convenience. Now let’s have a look at the requirements of one of the special industries.

Advertising Code for Travel and Tour Operators

These set of guidelines only apply to the Dutch market and are mandatory for all sorts of advertisements and promotions related to Dutch tourism. Travel resources are not limited to transportation and accommodation; other tourist services that are an essential part of the travel package are also subject to the code.

The providers of travel services must clearly mention accurate prices in their ads. Any unavoidable costs known at the time of publishing/commercializing must be included in the given price. These can be associated government taxes applicable on services like accommodation and transportation fares. 

Additional charges for optional services or recommendations like meals and room service shall be conveyed separately. Also make sure not to leave out booking or reservation charges where applicable. Where the price of an activity or service is not fixed or may vary, at least let the clients know that its cost is excluded from the purchased package.

The following strategies applied by many companies are considered deceptive by the Dutch code:

  • Charging people with extra money that is entitled as ‘tax’; in reality it does not go to the authorities, but kept by the service provider.
  • Giving discount on the initial costs and later discontinuing the practice; also over charging for later unavoidable services.
  • Providing price information of a one-way flight when a tourist can only buy a return ticket.
  • Mentioning special offers without the terms and conditions on which they apply.

Non-Dutch advertisers can identify with the requirements for other particular industries with the help of Quality Translation Services such as Dutch Advertising Materials translation.