KVA Raises Alarm Over Google Links to Unlicensed Casinos
Dutch affiliate watchdog Keurmerk Verantwoorde Affiliates (KVA) has raised concerns that Google search features may direct users in the Netherlands to unlicensed online casinos.
In a LinkedIn post published on September 7, 2026, KVA highlighted autocomplete and suggested search queries that appeared to promote gambling outside the regulated Dutch market.
The organisation tested Google mainly through Chrome’s incognito mode to reduce the impact of personalised search history. It found suggestions including online casino without CRUKS and best online casino abroad.
CRUKS is the Dutch self-exclusion register used to block registered players from licensed gambling services.
KVA warned that some unlicensed operators and affiliate websites may be trying to influence search suggestions and use them to attract Dutch players. The watchdog acknowledged Google’s efforts to remove paid advertisements for illegal casinos but called for more attention to organic search features.
The issue has also attracted political attention in the Netherlands. Lawmakers have previously questioned how websites promoting casinos without CRUKS can be restricted, especially when they use domains outside the .nl extension.
Dutch officials have also held discussions with Google and Meta about illegal gambling advertising. The government is expected to receive reports every six months on illegal gambling promotion across these platforms.
