Dutch responsible-affiliate organisation Keurmerk Verantwoorde Affiliates (KVA) has raised concerns that Google’s autocomplete and search-suggestion features are helping direct consumers towards online casinos that do not hold a Dutch licence.
KVA said its checks found that searches for common gambling terms can generate suggested queries connected with offshore operators and websites promoting unlicensed gambling. The organisation conducted much of its testing through Chrome’s incognito mode to reduce the influence of individual browsing histories.
Among the suggestions identified were searches equivalent to “online casino without Cruks” and “best online casino abroad”. CRUKS is the Netherlands’ national gambling self-exclusion system, which licensed operators must check before allowing registered players to gamble.
KVA also found autocomplete suggestions containing specific domain names linked to affiliate websites promoting casinos without authorisation from the Dutch gambling regulator.
The organisation believes some businesses operating in the illegal gambling market may be deliberately attempting to influence Google’s search algorithms and autocomplete system. That concern extends beyond conventional paid advertising because consumers can encounter these recommendations before they have even completed their search.
Google has previously taken action against paid advertisements linked to illegal Dutch gambling operators, but KVA argues that organic search, autocomplete and related search functions also require greater scrutiny.
The warning comes amid growing evidence that offshore casino promoters are using increasingly sophisticated search-engine optimisation techniques to reach Dutch players. A recent BNR investigation reported that illegal gambling businesses had used or compromised large numbers of established websites to obtain stronger positions in Google search results. Some legitimate domains were reportedly hacked, while expired domains with existing search authority were repurposed to promote gambling sites.
KVA has documented similar tactics previously, including websites that initially publish material about regulated Dutch gambling before later replacing it with promotions for offshore casinos. The approach can allow a domain to establish credibility with search engines before switching its focus to unlicensed gambling.
Pressure on technology companies is also increasing in the Netherlands. During a parliamentary gambling debate on 3 September, lawmakers discussed stronger measures against illegal operators, while State Secretary for Justice and Security K.T. van Bruggen committed to providing further updates on enforcement and regulatory tools. The government has also been maintaining discussions with major technology platforms including Google and Meta over illegal gambling promotion.
The enforcement problem is particularly difficult when offending websites operate outside the Dutch .nl domain system. Authorities have limited control over foreign-registered domains, increasing the importance of cooperation from search engines, advertising platforms and hosting providers.
Google provides mechanisms for reporting potentially unlawful autocomplete suggestions, including allowing complainants to submit the exact search term that generated the recommendation and supporting screenshots.
KVA’s latest findings add to wider concerns about the visibility of unlicensed gambling in Dutch search results at a time when regulators and lawmakers are trying to strengthen channelisation towards the country’s licensed market.