Keuringsraad Kennis en Advies Gezondheidsreclame

What Keuringsraad Kennis en Advies Gezondheidsreclame does

Keuringsraad Kennis en Advies Gezondheidsreclame is a Dutch non-profit self-regulatory foundation, founded in 1926 and headquartered in Amsterdam, that pre-reviews advertising for medicines, medical self-care devices and health products before publication. The organization runs on a self-regulation model formally recognized by the Nederlandse Voedsel- en Warenautoriteit (NVWA) and works in cooperation with the Inspectie Gezondheidszorg en Jeugd (IGJ); companies carrying a KOAG/KAG approval number are shielded from enforcement action by these authorities. Its core products are a pre-publication assessment service (standard turnaround five working days, expedited two days), a post-market monitoring function, advisory services, and a CE-check service for medical device advertising. Supporting assets include a Claims Database of approved health claims (co-developed with Neprofarm, NPN and FNLI), Indicative Lists, step-by-step guidelines for online health communication, and a client portal (Klantportaal) for submissions. Revenue is generated through per-application fees, annual subscription discounts for branch-affiliated members, advisory fees, training programs and e-learning courses, supplemented by industry-association funding; the organization operates under a board that includes industry association representatives and is led by director Janine Galjaard.

The organization's go-to-market is essentially B2B regulatory services delivered through the Klantportaal and direct consultation, targeting pharmaceutical manufacturers, health-product companies, retailers running self-care promotions, and influencers advertising health products on social media. Its technology stack is light: the proprietary Claims Database is the central knowledge asset, supplemented by an AI-driven influencer monitoring system developed in partnership with Stichting Reclame Code that scans social media for potential violations. Distribution and marketing rely on content (website news, Q&A platform), an email newsletter, scheduled in-person training, e-learning, and occasional media appearances. In 2025 Keuringsraad reviewed 4,466 dossiers, of which 3,030 received an approval number and 1,488 were expedited or urgent; the 2026 calendar marks its 100-year anniversary and includes new product launches such as influencer e-learning and joint GLP-1 guidance with Nutrimedia.

Name

Keuringsraad Kennis en Advies Gezondheidsreclame

Legal name

Stichtingen KOAG en KAG

Website

https://keuringsraad.nl

Company type

Private

Founded year

1926

Operating status

Operating

Headcount range

11–50 employees

Short description

Keuringsraad is a Dutch non-profit self-regulatory foundation founded in 1926 that pre-reviews advertising for medicines, medical devices and health products under codes formally recognized by the NVWA. It serves pharmaceutical manufacturers, health-product companies, retailers and influencers via per-application fees, subscriptions and training.

Ownership category

akta.pro rank

Product category

Regulatory Compliance Services

akta.pro primary industry

Regulatory Consulting & Compliance Program Management (FDA/USDA/EFSA) (AFALADAC)

akta.pro secondary industries

Pharmacovigilance Quality & Compliance (PV audits, QPPV support, PSMF) (HLAGAKAH), Trust, Safety & Risk Support (Fraud, Abuse, Policy Enforcement) (BPAAABAI)

Keywords

• Health advertising compliance
• Regulatory review services
• Advertising claim assessment
• Self-regulation health products
• Pharmaceutical advertising review

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Application Review Fees: Companies pay fees for the review and approval of advertising materials. Standard applications receive response within 5 working days, with expedited review available within 2 working days at a surcharge.
2. Training Programs: The organization offers basic training programs for marketing professionals on advertising regulations for health products and medical devices. Training dates are scheduled (e.g., June 2, 2026 and October 29, 2026).
3. E-learning Courses: Online learning modules for influencers on responsible use of health claims in social media marketing.
4. Advisory Services: Complex advisory questions follow the regular review procedure. Campaign outline reviews are charged at special advisory rates.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Keuringsraad is a Dutch self-regulatory foundation that pre-approves advertising claims for medicines, medical self-care devices, and health products against established codes (CPG, CPMH, CAG) and EU regulations. Companies submit advertising materials through the Klantportaal for review, receiving approval numbers that protect them from enforcement by NVWA and IGJ. The organization also conducts post-publication monitoring, offers advisory services, training, and e-learning for marketing professionals and influencers.

Product overview

Keuringsraad operates as a unified self-regulation body focused on the assessment and monitoring of health-related advertising. The core service is the Beoordeling (assessment) of advertising claims for medicines, medical self-care devices, and health products against established codes (CPG, CPMH, CAG). Supporting this core function are the monitoring service (Toezicht), advisory services, and the Claims Database which catalogs permitted health claims. Additional offerings include a client portal (Klantportaal) for submissions, training programs, and e-learning courses. The organization also provides specialized services such as the CE-check for medical devices and various step-by-step guidance documents for regulatory compliance.

Differentiator

Problem solved

Functional benefit

Products and services

• Advertising Assessment (Beoordeling van reclame-uitingen) Pre-publication review service that assesses advertising claims for medicines, medical self-care devices, and health products for compliance with CPG, CPMH, CAG codes and EU Claims Regulation. Standard response within 5 working days; expedited review within 2 working days.
• Monitoring and Supervision (Monitoring en toezicht) Post-publication market surveillance service that monitors whether advertising claims remain compliant with regulations over time and handles complaints through the Reclame Code Commission system.
• Advisory Services (Advisering) Expert guidance service providing consultation on health advertising regulations, claim interpretation, and campaign outline reviews charged at special advisory rates.
• CE-check Service Specialized assessment service for medical device advertising that verifies CE marking compliance in advertising materials.
• Claims Database Reference database of approved health claims for food supplements with alternative wordings and conditions of use, co-developed with Neprofarm, NPN, and FNLI.
• Training Programs (Trainingen) Professional training programs covering legislation for advertising health products, medical devices, and medicines, with both classroom and e-learning options.
• E-learning Courses Online learning modules for influencers on responsible use of health claims in social media marketing.
• Custom Assessment Process for Large Websites and Webshops Customized evaluation trajectory for large websites and webshops with extensive self-care product assortments, including a screening phase with preparation activities, followed by a full assessment process leading to provisional or definitive approval.

Quantifiable outcome

• Standard review response within 5 working days; expedited review within 2 working days
• +2 more outcomes

Named customers3 records

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Nederlandse Voedsel- en Warenautoriteit (NVWA)coreStrategic or Co-development PartnerFormal cooperation agreement with quarterly meetings to discuss dossiers and current matters. NVWA recognizes the Code for Health Product Advertising (CAG) as adequate field standard. Companies with KOAG/KAG approval numbers are protected from NVWA enforcement. New framework formally recognizes self-regulation through Keuringsraad.
• Inspectie Gezondheidszorg en Jeugd (IGJ)coreStrategic or Co-development PartnerGovernment regulatory body for health products. Dossiers can be escalated to IGJ when companies do not comply with codes after Keuringsraad intervention. Work agreements exist similar to those with NVWA.
• Stichting Reclame Code (SRC)coreStrategic or Co-development PartnerKeuringsraad runs the secretariat for Stichting CGR which handles complaints. CGR has an independent Codecommissie and Commissie van Beroep. Codecommissie consists of independent chairs and members appointed by Keuringsraad-affiliated organizations.
• Stichting Reclame CodecoreTechnology or IntegrationDeveloped AI-driven influencer monitoring system that continuously scans social media for potential health claim violations. This monitoring is used by Keuringsraad for influencer oversight.
• NPN (Natuur- en Gezondheidsproducten Nederland)coreStrategic or Co-development PartnerBranch organization for natural and health products. Participates in Keuringsraad governance as code party. Saskia Geurts (NPN director) serves on Keuringsraad board. NPN helped develop Online Health Information Guidelines.
• NeprofarmcoreStrategic or Co-development PartnerBranch organization for health product manufacturers. Co-developed claims database with Keuringsraad, NPN, and FNLI. Participates in governance and code development.
• FNLI (Federatie Nederlandse Levensmiddelen Industrie)coreStrategic or Co-development PartnerFederation of Dutch food industry. Co-developed claims database with Keuringsraad, Neprofarm, and NPN.
• CBD (Consumentenbond?)minorStrategic or Co-development PartnerParticipated in development of Online Health Information Guidelines along with NPN and Neprofarm.
• VNFKD (Vereniging van Nederlandse fabrikanten van Kinder- en Dieetvoedingsmiddelen)minorStrategic or Co-development PartnerAssociation of Dutch manufacturers of infant and diet foods. Works with Keuringsraad on advertising standards. Has separate Code for Infant Nutrition.
• NutrimediaminorStrategic or Co-development PartnerCollaboration on GLP-1 and food supplements communication guidance. Nutrimedia and Keuringsraad jointly provide information on what communications are permitted for GLP-1 related products.
• Zelfzorg.nlminorGTM or Marketing PartnerCollaborative video production explaining Keuringsraad's role in self-care product advertising. Video created together to introduce the organization to stakeholders.
• European Food Safety Authority (EFSA)coreStrategic or Co-development PartnerEFSA scientifically assesses submitted health claims and accompanying research. Provides opinions to European Commission which makes final authorization decisions. Keuringsraad references EFSA assessments in claim evaluations.

Scale indicators5 records

Recent moves10 records

Expansion highlights6 records

Regional players

• Deutscher Werberat: German advertising self-regulatory council that adjudicates complaints about advertising. Operates as a regional peer in the European self-regulation model, addressing advertising standards within Germany rather than the Netherlands.

Broad incumbents

• Autorità di Regolazione dei Servizi Pubblici (ARPP / ARPP): French advertising self-regulatory body (formerly ARPP) that issues advertising guidance and reviews claims across media. Comparable to Keuringsraad in function and European self-regulation model, though broader in category scope.
• Advertising Standards Authority (ASA): UK self-regulatory advertising body that pre-clears and adjudicates advertising across categories including health. Operates a broader mandate than Keuringsraad but serves the same function of advertising review/self-regulation, making it a relevant cross-border comparable.
• Code Authority EASA (European Advertising Standards Alliance): European umbrella organization for advertising self-regulatory bodies, of which Keuringsraad (via SRC) is a member. Provides cross-border coordination and best-practice standards relevant to Keuringsraad's compliance framework.

Others

• Self-Regulatory Organization of the OTC Pharmaceutical Industry (Neprofarm): Dutch branch organization for self-care pharmaceutical manufacturers that co-developed the Keuringsraad claims database and participates in its governance. Acts as a partner/customer rather than a competitor, but is structurally embedded in Keuringsraad's governance network.
• European Food Safety Authority (EFSA): EU agency that scientifically assesses health claims and provides opinions to the European Commission. Keuringsraad references EFSA assessments in its own claim evaluations, making EFSA a downstream regulatory authority that Keuringsraad's claims database is built upon.
• Inspectie Gezondheidszorg en Jeugd (IGJ): Dutch healthcare and youth inspectorate that receives escalated dossiers from Keuringsraad when advertisers do not comply after intervention. Acts as a government enforcement backstop for Keuringsraad's self-regulation model.
• Nederlandse Voedsel- en Warenautoriteit (NVWA): Dutch food and consumer product safety authority. Keuringsraad works with NVWA under a formal cooperation agreement, and NVWA recognition of the CAG is the source of Keuringsraad's enforcement shield — a critical counterparty rather than a direct competitor.

Direct peers

• Stichting Reclame Code: Dutch advertising self-regulation foundation that handles the broader advertising code in the Netherlands. Keuringsraad works closely with SRC (and even runs the SRC AI-driven influencer monitoring system referenced in its own technology), making it the closest direct peer in Dutch self-regulatory advertising oversight.
• Stichting CGR (Code Geneesmiddelenreclame): Dutch self-regulatory body that enforces the Code for Pharmaceutical Advertising. Keuringsraad runs the secretariat for CGR and shares the independent Codecommissie and Commissie van Beroep, making it a complementary direct peer in the Dutch pharma/health advertising self-regulation ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/keuringsraad-kennis-en-advies-gezondheidsreclame

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Keuringsraad Kennis en Advies Gezondheidsreclame