On Monday, Keurmerk Verantwoorde Affiliates (KVA), a Dutch affiliate quality mark for casinos, raised alarms regarding Google search functions potentially leading Dutch users to illegal online gambling sites.
In their concerns, KVA emphasized the risks associated with Google’s organic search features—not just its paid advertisements. They highlighted issues surrounding autocomplete and suggested queries that might direct users toward unregulated platforms.
Utilizing data gathered from Chrome’s incognito mode to avoid tailored search histories, KVA pinpointed several autocomplete searches that pointed directly to illegal gambling sites. Examples cited included queries like "online casino zonder Cruks"—which translates to "online casino without CRUKS, the Dutch self-exclusion registry for problem gamblers"—and "beste online casino buitenland," or "best online casino abroad."
KVA voiced worries about unauthorized operators manipulating Google’s autocomplete to mislead users towards illegal gambling options. Although they recognized Google’s efforts to eliminate paid ads promoting such sites, they insisted the tech giant must take comprehensive action concerning organic search results as well.
The issues flagged by KVA have echoed within the Dutch parliament. In December 2025, CDA MP Straatman inquired whether sites branding themselves as "Beste casino's zonder Cruks" should be promptly removed. A subsequent response by then-state secretary Arno Rutte in January 2026 acknowledged the challenges in enforcing against such domains, especially those not registered under the .nl extension.
KT van Bruggen, the current state secretary for Justice and Security, has underscored the urgency of establishing effective measures to restrict access to these illicit platforms. Recently, a parliamentary committee from various political factions heightened scrutiny around Meta and Google’s roles in facilitating black market gambling sites.
Members from the VVD party have called for a firmer governmental approach against these tech giants. Van Bruggen informed the gambling committee that both Meta and Google have expressed willingness to engage in dialogue with the government, indicating a commitment to improving the situation. She added that a report would be delivered to the government every six months covering illegal gambling advertising on these platforms.
KVA’s announcement reflects a growing regulatory trend across Europe, where authorities are intensifying their examination of how major internet companies are aiding traffic to unlicensed gambling services. In Sweden, Spelinspektionen recently identified affiliates and social media as significant mediums for black market promotion while noting that these networks divert traffic toward unlicensed operators.
So far, regulatory focus has largely been on overseeing paid advertisements. In Germany, the GGL credited an updated Google ad policy with diminishing black market prominence, though it acknowledged that illegal operators still found ways to surface in organic searches through SEO manipulation. This growing trend points to an increasing effort to confront the organic search and domain practices, a concern also echoed in the UK, where research has tied the promotion of black market gambling to search engine-driven strategies and SEO exploitation.
