KVA Warns Google Search Suggestions May Direct Dutch Users to Illegal Online Casinos

KVA Raises Concerns Over Google Autocomplete

Keurmerk Verantwoorde Affiliates (KVA), the Dutch casino affiliate quality mark, has warned about the potential role of Google’s search engine in directing Dutch consumers to illegal online gambling platforms.

In a recent LinkedIn post, the organisation highlighted risks associated not only with paid advertising but also with Google’s organic search features, including autocomplete and suggested queries.

Search Suggestions Point to Unlicensed Gambling Sites

Using data collected primarily through Chrome’s incognito mode to minimise the influence of personalised search histories, KVA identified several autocomplete and pre-filled search queries that appeared to point users towards illegal gambling platforms.

Among the examples were searches such as “online casino zonder Cruks” (online casino without CRUKS, the Netherlands’ self-exclusion register for problem gamblers) and “beste online casino buitenland” (best online casino abroad).

KVA warned that unauthorised operators and websites designed to redirect Dutch consumers to illegal gambling offers could potentially manipulate Google’s autocomplete function.

While the organisation acknowledged Google’s cooperation in removing paid advertisements promoting illegal casinos, it called for broader measures targeting illegal visibility in organic search results.

Dutch Government Faces Growing Pressure

The concerns raised by KVA echo those previously expressed by Dutch lawmakers. In December 2025, CDA MP Straatman asked the state secretary whether websites promoting “best casinos without CRUKS” should be taken offline immediately.

In a written response published in January 2026, then-State Secretary Arno Rutte acknowledged that enforcement against such websites remained limited, particularly when domains were not registered under the .nl extension.

According to KVA, current State Secretary for Justice and Security KT van Bruggen has also stressed the urgency of introducing effective measures to restrict access to illegal gambling platforms.

Lawmakers Turn Attention to Google and Meta

The issue gained further political attention last week, when a cross-party parliamentary committee raised concerns about the role of Meta and Google in facilitating access to the Dutch black market.

VVD candidates called on the government to adopt a “harder stance” towards the major technology companies.

Van Bruggen told the gambling committee that both Meta and Google were willing to maintain dialogue with the government. She also said the government would receive reports every six months on illegal gambling advertising across the platforms.

Organic Search Comes Under European Scrutiny

KVA’s concerns reflect a broader European regulatory trend in which authorities are increasingly examining how search engines, social media platforms and affiliate networks can generate traffic for unlicensed gambling operators.

In Sweden, Spelinspektionen has identified affiliates and social media as important channels for black market advertising, including practices that redirect search traffic towards unlicensed operators.

Regulators have traditionally focused on paid advertising. In Germany, the GGL has credited an updated Google advertising policy with reducing the visibility of black market operators, while acknowledging that illegal gambling companies can still gain exposure through organic search and SEO manipulation.

Regulators Focus on SEO and Search Visibility

The developments point to a wider shift in regulatory attention towards organic search signals and domain-level practices.

Among the issues being examined are SEO manipulation and doorway pages, which can be used to attract search traffic before directing users towards gambling services.

As European regulators increase their focus on the online black market, search engines and other major digital platforms are likely to face growing pressure to address not only paid advertising but also the organic pathways that can lead consumers to unlicensed gambling operators.