Dutch Politicians Push for Tighter Restrictions on Unlicensed Gambling Ads as Google Defends Policies
Dutch politicians are advocating for stricter controls on online gambling advertisements, emphasizing the need to curb the promotion of unlicensed operators. Meanwhile, Google maintains that its current policies already align with existing regulatory requirements. Dutch Gambling Ads
The political climate is increasingly focused on the visibility of unlicensed gambling sites in the Netherlands. Two lawmakers, Mikal Tsegga from the Labour Party and Willem Koops of the New Social Contract Party, have called for legislative changes to address this issue. They propose amending the gambling laws so that search engine results only feature websites approved by the Dutch gambling regulator, Kansspelautoriteit (KSA). Under this plan, search providers like Google would need to rely on a government-maintained whitelist of licensed operators, ensuring that only those on the list appear in Dutch search results.
In response, Google told CasinoNieuws.nl that it already implements policies aimed at limiting illegal gambling promotions. The company explained that it employs a whitelist system based on license approvals from the KSA within its advertising practices. Google also pointed out that similar policies are in place in other countries, including Nigeria and Germany, where concerns over unlicensed operators have prompted regulatory action. Nevertheless, critics question the effectiveness of these measures. The Dutch Quality Mark Responsible Affiliates (KVA), for instance, previously raised concerns about websites promoting themselves as “casino without Cruks,” referencing the Dutch self-exclusion system. According to KVA, approximately one million Dutch players have accessed black market gambling platforms.
Beyond search result regulations, broader reforms are being considered. Teun Struycken, the Dutch state secretary for legal protection, is exploring various options, such as increasing the minimum age for online slots participation. Industry stakeholders like VNLOK and NOGA have participated in discussions to advocate for maintaining some level of advertising, emphasizing that avoiding a complete ban on gambling ads remains a priority. Since July 2023, untargeted gambling advertising has been prohibited in the Netherlands, but Struycken has indicated that additional restrictions to diminish online gambling’s appeal may soon be introduced.
While legislative debates continue, the KSA has stepped up enforcement efforts against illegal operators. Since the start of 2025, the regulator reports having successfully removed 20 unlicensed gambling apps from Dutch app stores, highlighting ongoing efforts to clamp down on unauthorized online gambling activities. Dutch Gambling Ads
