Van Spaendonck uses provocative billboards to push Dutch SMEs to prepare for new pay-transparency law

Van Spaendonck has launched a blunt billboard campaign along major Dutch motorways to draw attention to incoming pay-transparency legislation that will affect employers from 2027. The campaign — which includes posters on the A4 near Schiphol and the A2 by Vianen — uses provocative wording to prompt small and medium-sized enterprises (SMEs) to consider the practical implications of the new rules.

What the new rules require

The proposed law on pay transparency aims to give employees and applicants clearer information about how salaries are set and to highlight differences in pay between people doing equivalent work. If approved by both chambers, the rules are expected to take effect on 1 January 2027.

Key elements of the proposal include:

• Greater transparency about a position’s starting salary or salary range.
• A ban on asking job applicants about their previous pay.
• Employees gaining the right to request information on average pay differences for equal or similar work.
• Increased emphasis on objective systems for job evaluation and classification.
• Reporting obligations for larger employers: companies with 150+ employees must report on 2027 figures by 7 June 2028; employers with 100–150 employees will face reporting requirements on a later timetable (planned for 2031).

Van Spaendonck’s approach for SMEs

Van Spaendonck, an organisation that supports Dutch SMEs with tools and advice, says the campaign is designed to move employers from awareness to action. Marc van Gaal, an expert at Van Spaendonck, frames the initiative as an effort to turn a headline-grabbing message into practical support for business owners who are already stretched for time.

Rather than producing legalese, the organisation plans to offer practical guidance for employers on recruitment, salary policy and job evaluation. Activities tied to the campaign include downloadable tools, a “pay-transparency office hours” session where entrepreneurs can bring specific questions, and a trial exam this autumn so businesses can self-assess how prepared they are.

Data and next steps

Van Spaendonck is also analysing anonymised payroll data to map how pay differences currently look across Dutch companies. The study uses 1.2 million payroll records from 145,000 companies; findings are scheduled to be published later in September. The aim is to give employers not only proof that pay differences exist, but actionable insight into what to do about them.

What employers should consider now

For SMEs and scale-ups — including tech firms — the upcoming rules mean practical changes to hiring and HR processes. Employers may want to:

• Audit current pay practices and examine pay gaps within comparable roles.
• Define clear salary ranges or starting salaries for open positions.
• Implement or refine objective job-evaluation systems to support consistent pay decisions.
• Prepare transparent recruitment language so applicants receive consistent information about pay expectations.
• Plan reporting and data-collection processes if headcount approaches reporting thresholds.

Van Spaendonck’s campaign is a reminder that policy shifts can quickly become operational issues — and that many SMEs will benefit from early, pragmatic preparation rather than last-minute compliance work.

Source: Original press release