Dutch Politicians Push for Stricter Controls on Unlicensed Gambling Ads as Google Defends Its Policies

Political Pressure Mounts Over Gambling Search Results

Concerns over the visibility of unlicensed gambling operators in the Netherlands have led two politicians, Mikal Tsegga of the Labour Party and Willem Koops of the New Social Contract Party, to call for a stronger legislative response. They are urging the government to amend gambling laws so that only websites approved by the Dutch gambling regulator, Kansspelautoriteit (KSA), can appear in search engine results.

Under the proposal, search providers like Google would be required to rely on a government-maintained whitelist of licensed operators. Only those included on this list would be allowed to show up in Dutch search results.

Google Responds to Criticism

In response to the political calls, Google stated to CasinoNieuws.nl that it already enforces policies intended to limit the promotion of illegal gambling activities. The company said it uses a whitelist system based on KSA license approvals within its advertising practices. Google noted that similar policies have been adopted in other jurisdictions, including Nigeria and Germany, following concerns over unlicensed operators.

However, the effectiveness of these measures has been questioned. The Dutch Quality Mark Responsible Affiliates (KVA) previously raised issues with Google regarding websites promoting themselves as “casino without Cruks,” referring to the Dutch self-exclusion system. According to KVA, an estimated one million Dutch players have accessed black market gambling platforms.

Broader Reforms on the Horizon

The debate over search results comes as broader gambling reforms are under consideration. Teun Struycken, the Dutch state secretary for legal protection, is exploring several options, including raising the minimum age for participation in online slots.

Last month, the industry body VNLOK participated in a round-table discussion to represent the interests of licensed operators. Both VNLOK and NOGA, the trade body for online gambling providers, have made it clear that avoiding a complete ban on gambling advertising is a top priority. Since July 2023, untargeted gambling ads have been banned in the Netherlands, but Struycken has indicated that further restrictions aimed at reducing the appeal of online gambling could soon follow.

While legislative changes are debated, the KSA has intensified enforcement efforts against illegal operators. The regulator reported that since the beginning of 2025, it has succeeded in having 20 unlicensed gambling apps removed from app stores in the Netherlands.