Google’s search suggestions are coming under scrutiny in the Netherlands after gambling affiliate watchdog KVA found that autocomplete queries can point consumers towards unlicensed online casinos.
The Keurmerk Verantwoorde Affiliates (KVA) says it identified search suggestions that could make it easier for Dutch players to find illegal gambling websites, including queries specifically related to avoiding the country’s self-exclusion system.
The warning adds a new dimension to the Netherlands’ ongoing battle against the black market, shifting attention from paid gambling advertisements to the way organic search can direct traffic.
Autocomplete raises new concerns
KVA said it used data collected primarily through Chrome’s incognito mode to reduce the influence of personalised search histories.
Among the suggestions it identified were searches such as “online casino zonder Cruks” (online casino without CRUKS) and “beste online casino buitenland” (best online casino abroad).
The watchdog believes some of these suggestions may be influenced by unauthorised operators or websites designed primarily to redirect Dutch users towards offshore gambling services.
KVA acknowledged Google’s efforts to remove paid advertisements promoting illegal casinos, but argued that those measures do not address the wider role of organic search.
Black market pressure reaches Big Tech
The issue comes as Dutch politicians are already putting more pressure on major technology companies over illegal gambling advertising.
Lawmakers have previously questioned whether websites promoting casinos without CRUKS should be removed. The government has also acknowledged that enforcement can be difficult when websites operate through domains outside the Dutch .nl system.
More recently, MPs from several political parties called for a tougher approach towards Google and Meta and their role in giving illegal gambling businesses access to Dutch consumers.
Justice and Security State Secretary KT van Bruggen said both companies were willing to maintain discussions with the government. Authorities are also expected to receive reports every six months covering illegal gambling advertising on the platforms.
For KVA, however, the problem goes beyond advertisements that can simply be removed. If search algorithms continue to generate suggestions that lead consumers towards unlicensed gambling sites, organic visibility could remain an important source of traffic for the black market.
A wider European search problem
The Dutch warning reflects a broader European concern over how affiliates, social media and search engines can help unlicensed operators reach consumers.
Sweden’s gambling regulator has previously identified affiliates and social platforms as important channels for black-market promotion, while Germany has credited tighter Google advertising policies with reducing the visibility of illegal operators.
Organic search remains more difficult to control. Regulators have noted that operators can still gain visibility through SEO tactics, doorway pages and other techniques designed to capture searches from consumers looking for gambling services.
That means the fight against illegal gambling is increasingly moving beyond traditional advertising enforcement. For regulators, controlling where consumers end up after a Google search may become just as important as controlling which gambling ads they see in the first place.