Dutch affiliate watchdog Keurmerk Verantwoorde Affiliates (KVA) has raised concerns that Google’s organic search features may be directing consumers toward unlicensed online gambling operators.
The organisation said its research identified autocomplete and suggested search queries that could lead Dutch users toward illegal gambling websites. This highlights a potential gap between efforts to restrict paid advertising and the visibility of unlicensed operators through organic search.
Google Autocomplete Raises Black Market Concerns
Using data collected primarily through Chrome’s incognito mode to limit the influence of personalised search histories, KVA identified search suggestions such as “online casino zonder Cruks” (online casino without CRUKS). They also found “beste online casino buitenland” (best online casino abroad).
KVA said some of these suggestions could potentially be manipulated by unauthorised operators. Websites designed to redirect consumers toward illegal gambling offers might also use them.
While the watchdog acknowledged Google’s cooperation in removing paid advertisements promoting illegal casinos, it called for greater attention to organic search results. In addition, the group also mentioned concerns about autocomplete and suggested queries.
Dutch Lawmakers Increase Pressure
Concerns over search-driven access to illegal gambling have also reached the Dutch parliament.
In December 2025, CDA MP Straatman questioned whether websites promoting casinos without CRUKS should be removed immediately. In a response published in January 2026, then-State Secretary Arno Rutte acknowledged that enforcement remained challenging. This was particularly true against domains operating outside the Dutch .nl extension.
More recently, lawmakers have called for stronger action against major technology platforms. These platforms include Google and Meta, over their role in the illegal gambling market.
Current Justice and Security State Secretary KT van Bruggen has indicated that both companies remain in dialogue with the Dutch government. Authorities are also expected to receive semi-annual reports on illegal gambling advertising across the platforms.
European Regulators Focus on Organic Search
The concerns raised by KVA reflect a broader European focus. This focus is on how search engines, affiliates and social media platforms can facilitate access to unlicensed gambling.
Sweden’s gambling regulator has highlighted affiliates and social media as important channels for black-market advertising. Meanwhile, Germany’s gambling regulator has credited stronger Google advertising policies with reducing illegal gambling visibility.
However, German authorities have also acknowledged that unlicensed operators can continue gaining exposure through organic search and SEO manipulation.
For regulators across Europe, the issue increasingly extends beyond paid advertising to include autocomplete, search rankings, affiliate networks and doorway pages. Indeed, these features can redirect consumers toward unlicensed gambling services.
