Keurmerk Verantwoorde Affiliates (KVA), which sets quality standards for Dutch casino affiliates, raised alarms in a LinkedIn post on Monday regarding Google's search functionalities directing Dutch consumers to illegal online gambling sites.
The KVA underlined the risks associated with Google's organic search features, particularly autocomplete and suggested queries, which extend beyond just paid ads.
In their findings, primarily obtained through Chrome's incognito mode to bypass personalized search histories, KVA pinpointed various autocomplete queries that led users to illegal gambling platforms.
For example, searches included terms like "online casino zonder Cruks" (online casino without CRUKS, the Dutch self-exclusion registry) and "beste online casino buitenland" (best online casino abroad).
KVA voiced concerns that unauthorized operators might be manipulating Google’s autocomplete features to direct Dutch users to illegal gambling sites. They acknowledged Google's removal of paid ads for illegal casinos but insisted that more substantial action is necessary concerning organic search results.
The issue has garnered attention from Dutch lawmakers as well. In December 2025, CDA MP Straatman questioned the state secretary about whether sites promoting themselves as "Beste casino's zonder Cruks" should be taken offline immediately.
In January 2026, former state secretary Arno Rutte stated that enforcement against such websites was limited, particularly for those outside the .nl domain.
KVA mentioned that KT van Bruggen, the current state secretary for Justice and Security, has stressed the need for effective actions to curb access to illegal platforms. Last week, a bipartisan committee in the Dutch parliament also addressed the role of technology giants Meta and Google in facilitating the black market, with VVD party members advocating for stricter measures against these platforms.
Van Bruggen informed the gambling committee that Meta and Google are willing to engage in discussions with the government and will provide reports every six months detailing illegal gambling ads found on their services.
The concerns raised by KVA reflect a wider trend across Europe, where regulatory bodies are beginning to examine how major internet platforms contribute to unlicensed gambling services.
In Sweden, Spelinspektionen has recently highlighted the role of affiliates and social media in advertising the black market, noting how affiliate networks can redirect search traffic to unlicensed operators.
Currently, regulators have mainly concentrated on monitoring paid advertising. The GGL in Germany recognized an improvement in black market visibility due to a revision of Google’s ad policies, although it acknowledged that illegal operators can still gain visibility through search engine optimization (SEO) tactics.
This situation indicates a shift in focus toward organic search optimization and practices like doorway pages, a concern echoed in the UK, where research indicates a connection between search-driven promotions and black market migration.
