Google search autocomplete is driving players to unlicensed gambling, Dutch affiliate body warns
The KVA warns that unlicensed operators are influencing Google’s pre-fills and autocomplete suggestions.
The Netherlands.- The Dutch casino affiliate quality mark, Keurmerk Verantwoorde Affiliates (KVA), has raised the alarm over Google search’s role in driving consumers in the Netherlands towards unlicensed online gambling platforms, not only via paid links. Posting on LinkedIn, it said that Google’s organic search features, such as suggested queries and autocomplete functions, were leading to promotions for unlicensed offerings.
The group says it carried out tests in the Chrome browser’s incognito mode and turned up multiple pre-fill search recommendations and autocomplete options that explicitly pointed users towards licensed gambling sites. The examples cited include queries such as “online casino zonder Cruks” (online casino without CRUKS, a reference to the Dutch gambling self-exclusion register) alongside “beste online casino buitenland” (best online casino abroad).
Until now, regulatory bodies have primarily concentrated on action against paid promotions, but KVA raised concerns that unlicensed platforms and redirect sites designed specifically to channel Dutch players towards unauthorised gambling might be exploiting Google’s organic functions.
“In general searches around online casinos, specific domain names that refer to websites that promote illegal gambling regularly appear in the automatic search suggestions,” it said.
“This creates the impression that parties succeed in influencing Google’s so-called pre-fills or autocomplete suggestions,” it added.
KVA said the issue was discussed during the recent Dutch Parliament Gambling Committee debate. While it recognised that Google had taken steps to remove advertisements for illegal online casinos, it argues that attention needs to put on the broader search environment.
