Google Search Suggestions Face Dutch Gambling Market Review

Google’s autocomplete suggestions have come under scrutiny in the Netherlands after the Keurmerk Verantwoorde Affiliates (KVA) identified search recommendations that could direct users toward unlicensed online gambling operators.

The Dutch affiliate quality organisation said its research found examples where general casino-related searches generated suggestions connected to offshore gambling services. KVA collected many of the examples through Google Chrome’s incognito mode to reduce the impact of personalized search history.

The organisation said some autocomplete phrases and search suggestions could lead consumers toward gambling websites without a Dutch licence. Among the terms identified were “online casino zonder Cruks” and “beste online casino buitenland”.

The first phrase relates to online casinos without Cruks, the Netherlands’ self-exclusion system for people experiencing gambling-related issues. The second phrase refers to searches for foreign online casinos.

KVA said these findings highlight concerns about the way illegal operators and websites that redirect users toward unauthorised gambling offers may gain visibility through search behaviour.

KVA Calls Attention To Organic Search Visibility

The organisation said discussions around illegal gambling activity have largely focused on advertising, while organic search has received less attention. KVA argued that autocomplete suggestions can influence users before they reach standard search results.

Google has already taken action against paid advertisements linked to illegal online casinos by removing such advertising content. However, KVA said similar attention should be applied to organic search features, including autocomplete predictions and websites created primarily to send Dutch consumers toward unlicensed gambling platforms.

In its assessment, KVA said examples collected through incognito searches indicated that some parties may have influenced Google’s autocomplete system. The organisation also pointed to Google’s own search predictions, including terms related to gambling without Cruks and foreign casino websites, as areas requiring further examination.

The matter has also reached Dutch political discussions. In December 2025, CDA MP Straatman questioned whether websites promoting searches such as “Beste casino’s zonder Cruks” should be removed immediately.

A written government response published in January 2026 stated that enforcement options remained limited when websites operated outside the .nl domain extension.

The issue was also discussed during a parliamentary gambling committee debate. VVD representatives called for a stronger approach toward technology companies, including Google and Meta, due to their role in the visibility of illegal gambling content.

State Secretary for Justice and Security Claudia van Bruggen said both companies remained open to discussions with the government. She also confirmed that the government would receive reports every six months covering illegal gambling advertisements appearing on these platforms.

European Authorities Continue Monitoring Illegal Gambling Channels

Concerns surrounding search visibility for unlicensed gambling services extend beyond the Netherlands. Regulators in several European markets have examined how affiliates, social platforms, and online search tools contribute to the exposure of illegal gambling operators.

Sweden’s gambling regulator Spelinspektionen has identified affiliate networks and social media channels as significant routes for black-market advertising. The regulator has also raised concerns about affiliates directing users toward operators without the required licences.

Germany has reported improvements following updates to Google’s gambling advertising policies. The German gambling regulator GGL credited these changes with reducing the presence of illegal operators in paid advertising spaces. However, the regulator has also acknowledged that websites can continue appearing in organic search results through search engine optimisation methods.

The discussion has also included website structures such as doorway pages, which are designed mainly to redirect visitors elsewhere. Similar concerns have appeared in the UK regarding how these pages can contribute to illegal gambling traffic.

For KVA, Google’s autocomplete system demonstrates how users may encounter suggestions connected with unlicensed gambling services before specifically searching for a particular operator. The organisation believes search discovery tools should receive more attention alongside existing measures targeting illegal gambling advertising.

Source:

Google Search Suggestions Draw Dutch Black-Market Scrutiny, realmoneyaction.com, September 10, 2026