Google Defends Ad Policies Amid Dutch Crackdown on Illegal Gambling
In the Netherlands, concerns over the rising visibility of unlicensed gambling sites in search engine results have prompted lawmakers to call for tighter controls. Mikal Tsegga of the Dutch Labor Party and Willem Koops of the New Social Contract Party have introduced a motion that would require search engines like Google to restrict gambling-related search results to only those licensed by the Dutch Gambling Authority (KSA).
The proposal suggests integrating a whitelist of approved operators directly into national gambling legislation. If enacted, this change would make it mandatory for platforms such as Google to verify KSA licenses before displaying any gambling content to users in the Netherlands.
Google: Whitelist System Already in Place
Responding to the proposal, Google has reaffirmed its commitment to responsible advertising practices, claiming that its systems already align with the lawmakers’ concerns. In a statement provided to CasinoNieuws.nl, the company confirmed it follows a whitelist approach, allowing only KSA-approved operators to advertise gambling services on its platform.
Google emphasized that similar policies are enforced in several other regulated markets, including Germany and Nigeria, where local authorities have also taken steps to address illegal gambling advertising.
Billions of Ads Removed, but Loopholes Remain
Despite existing policies, challenges persist in preventing illegal gambling promotions. Google disclosed that in 2023 it removed over 5.5 billion ads for policy violations, including nearly 200 million linked to gambling. However, the Dutch Quality Mark Responsible Affiliates (KVA) argues that loopholes still allow unlicensed platforms to appear in search results by exploiting ambiguous or misleading keywords.
The KVA estimates that over 1 million Dutch users have engaged with illegal gambling websites, underscoring the urgency behind the push for reform. They point to the continued adaptability of these platforms, which often modify their advertising strategies to avoid detection.
KSA Enforcement and Industry Pushback
While Google works to limit the exposure of unlicensed operators, the KSA has been increasing enforcement efforts. In 2025, the authority removed 20 unlicensed gambling apps from app stores and continued to issue fines to non-compliant operators, such as Starscream. These actions form part of a broader strategy to safeguard Dutch players and uphold the licensing system introduced by the 2021 Remote Gambling Act (KOA).
However, as discussions around reform intensify, some trade bodies are urging caution. Groups like VNLOK and NOGA warn that overly restrictive advertising rules could hurt compliant, licensed operators by limiting their ability to reach audiences. These organizations argue that regulated advertising is crucial to maintaining a safe and controlled gambling environment and deterring players from turning to illegal alternatives.
Looking Ahead: Dutch Gambling Law Reforms Under Review
State Secretary for Legal Protection Teun Struycken is currently overseeing a review of the KOA, which may result in several policy updates. These could include raising the minimum age for certain games and tightening rules on advertising visibility—especially in digital spaces.
As lawmakers consider their next steps, the focus remains on balancing consumer protection with fair market access for legal operators. Google, for its part, has reiterated that it remains committed to collaborating with regulators and adapting its policies to comply with national standards.
Source: Google Defends Measures Amid Dutch Concerns on Ads, lcb.org, May 6, 2025.