Google and Regulators Develop EU White List of Licensed Gambling Operators
Netherlands.- 16 October 2026 | www.zonadeazar.com Google and several European gambling regulators are working on an EU-wide white list of licensed gambling operators, designed to reduce the online visibility of illegal gambling platforms.
The initiative was confirmed by Michel Groothuizen, Chairman of the Netherlands Gambling Authority (Kansspelautoriteit, KSA), in a statement published on 14 October 2026.
The project aims to identify businesses holding valid gambling licences and help Google restrict the presence of unauthorised operators across its services.
However, the list remains under development, and no implementation date has been announced.
Cooperation Between Google and Regulators
The initiative follows a meeting held in Dublin, Ireland, during spring 2026, when representatives from several gambling regulators held discussions with Google and Meta.
Both technology companies maintain their European headquarters in the Irish capital.
According to Groothuizen, the discussions led to the establishment of a joint task force developing measures against illegal gambling promotion.
One of its principal projects involves compiling a database covering licensed gambling operators across EU countries.
The objective is to provide Google with a reference identifying which businesses are legally authorised to promote gambling services within their respective jurisdictions.
How the White List Could Work
The proposed system would identify operators holding valid regulatory authorisations.
Its potential functions include:
- Identifying licensed gambling operators recognised by national authorities.
- Highlighting platforms absent from official authorisation records.
- Supporting restrictions against illegal gambling promotion.
- Improving cooperation between regulators and technology companies.
- Reducing consumers’ exposure to unauthorised gambling websites.
Groothuizen explained that businesses missing from the list could be excluded from certain Google services.
However, it remains unclear whether the restrictions would apply to Google Ads, organic search results or both.
The authorities involved and the project’s expected completion date have also not been disclosed.
Netherlands Targets the Illegal Gambling Market
The initiative responds to the challenges facing the Netherlands in reducing illegal gambling activity.
October 2026 marks five years since the opening of the Dutch regulated online gambling market.
According to Groothuizen, different studies indicate that approximately 90% of Dutch online gamblers use licensed operators exclusively.
However, the distribution of gambling expenditure presents a different picture.
The KSA Chairman explained that approximately one euro reaches illegal gambling platforms for every euro spent within the regulated market.
This suggests that a relatively small proportion of consumers may account for a substantial share of money wagered outside the licensed system.
Financial Penalties Have Limited Impact
Groothuizen acknowledged that financial sanctions against illegal operators do not always deliver the intended results.
Although fines demonstrate regulatory enforcement, collecting them can be particularly difficult when operators are based in foreign jurisdictions.
The KSA has therefore strengthened alternative approaches over the past eighteen months.
These include:
- Reducing the visibility of illegal gambling platforms.
- Making unauthorised services harder to access.
- Disrupting payment channels.
- Cooperating with technology companies.
- Improving the identification of unlicensed operators.
The authority believes limiting illegal operators’ access to customers may prove more effective than relying exclusively on financial penalties.
Meta Also Faces Regulatory Pressure
Concerns about illegal gambling advertising extend beyond Google.
On 28 September 2026, the Dutch licensed operators’ association VNLOK initiated legal proceedings against Meta before the Amsterdam District Court.
The organisation challenged the presence of illegal gambling advertisements on Facebook and Instagram.
Separately, on 5 October, gambling operator Paf agreed to conduct a pilot project with Meta to improve the identification of licensed businesses.
Beginning in Switzerland, the initiative involves sharing licence documentation and operator website addresses.
Both developments reflect increasing pressure on digital platforms to strengthen advertising verification systems.
Google Tightens Gambling Advertising Requirements
The white-list project follows several recent changes to Google’s advertising policies.
Since 14 September 2026, the company has applied stricter certification requirements to gambling advertisers.
Businesses must demonstrate an appropriate record of compliance with the platform’s advertising policies.
Advertisers with repeated violations or previously revoked certifications may face restrictions when seeking new authorisations.
These measures aim to strengthen oversight of businesses using Google advertising services to promote gambling products.
YouTube Expands Advertising for Certified Operators
Google has also announced changes to advertising opportunities on YouTube.
From 21 October 2026, certified online gambling advertisers will be eligible to use YouTube Masthead, the prominent advertising placement on the platform’s homepage.
To access this opportunity, operators must hold valid gambling licences in the territories targeted by their campaigns.
The new advertising opportunity does not override national gambling marketing restrictions.
Instead, it reinforces the importance of verifying licences before allowing businesses to promote gambling services.
Netherlands Considers Sanctions Against Major Platforms
The debate concerning illegal gambling advertising has also reached the Dutch Parliament.
During September, political representatives called for stronger measures against major digital platforms.
Bart Bikkers, a VVD member of parliament, proposed that the KSA should be able to fine technology companies directly when they repeatedly facilitate advertising by illegal operators.
The House of Representatives subsequently adopted a motion seeking greater accountability for platforms that continue displaying illegal gambling advertisements after receiving removal requests.
Groothuizen argued that both Dutch legislation and the European Union’s Digital Services Act (DSA) provide mechanisms for addressing these situations.
However, enforcement proceedings under the DSA are subject to the relevant powers of the European Commission.
Protecting Minors and Self-Excluded Players
A central concern for the KSA is preventing illegal gambling advertisements from reaching vulnerable consumers.
Groothuizen highlighted cases involving advertising directed towards:
- Individuals registered with gambling self-exclusion programmes.
- Children under 18.
- Users repeatedly exposed to promotions from illegal gambling platforms.
According to the regulator, problematic advertising volumes can reach thousands or even hundreds of thousands of individual advertisements.
These concerns highlight the challenges technology platforms face when identifying and removing gambling promotions that breach regulatory requirements.
Cooperation Before Lengthy Litigation
Groothuizen explained that the KSA currently favours practical solutions developed through cooperation with technology companies.
Legal proceedings against major digital platforms can continue for several years and require substantial institutional resources.
The regulator therefore prioritises dialogue and the implementation of effective measures.
However, Groothuizen emphasised that financial sanctions remain an option if cooperation fails to deliver sufficient results.
The strategy combines voluntary engagement with the possibility of further regulatory action.
Next Steps and Impact
The proposed EU-wide white list of licensed gambling operators, developed in cooperation with Google, could become an important tool for restricting illegal gambling promotion.
The project aims to improve the identification of authorised platforms and facilitate restrictions against businesses operating without appropriate licences.
Nevertheless, no launch date has been announced, and the precise scope of Google’s restrictions remains unconfirmed.
For licensed operators, the initiative could help reduce competition from illegal gambling platforms across digital channels.
For regulators, it provides an opportunity to strengthen international cooperation and improve enforcement.
The project’s development will be significant in determining how European authorities and major technology companies share responsibilities concerning advertising, consumer protection and the prevention of illegal gambling.
Editó: @fonta
