Warning over search tactics used to promote illegal casinos in the Netherlands

The Dutch organization Keurmerk Verantwoorde Affiliates (KVA) has warned that illegal gambling affiliates may use rapidly renewed web pages and Google search suggestions to reach Dutch users. The organization describes this pattern as a possible "hit and run" strategy. However, neither the Kansspelautoriteit nor Google has independently confirmed that manipulation was deliberate based on the evidence reviewed.

KVA said it had encountered unusual suggestions in searches such as "online casino" and "casino without Cruks". It reported that these suggestions led to dozens of comparison and casino review pages sharing a common URL structure, and that some pages appeared on Google as updated only a few hours earlier. The pages directed users to unlicensed gambling sites accessible in the Netherlands.

The statement does not yet explain how the suggestions were affected or who is responsible. KVA has not shared the number of queries, the domain names examined, the monitoring period or the technical evidence. Google says its prediction suggestions are based on real searches, location, current interest and the user's previous searches, and that it removes suggestions that violate its policies.

The Kansspelautoriteit has not yet publicly verified this technique. However, in two of its investigations, violations were found on 14 of 33 sites, and it was stated that illegal affiliates were promoting gambling to people who are not registered with Cruks and who are registered with the national self-regulation system.