Since the introduction of the Cruks register (Centraal Register Uitsluiting Kansspelen) in the Netherlands, a worrying trend has emerged: a growing number of Dutch Internet users are actively seeking out ‘bookmakers zonder Cruks’ (bookmakers without Cruks) to continue betting despite their voluntary registration on this self-excluding register.
The Keurmerk Verantwoorde Affiliates (KVA), the Dutch reference body for responsible gaming affiliates, has warned of a worrying rise in such requests. According to its analyses, unauthorised platforms are exploiting this demand by promoting illegal, unlicensed and uncontrolled sports betting sites.
Bookmakers without a licence: very real risks
Unlike operators approved by the Kansspelautoriteit (Ksa), bookmakers without a Cruks operate in the shadows. Without a Dutch licence, they escape any legal framework and any obligation to protect players.
Among the dangers reported:
- No bet or deposit limits,
- No access to Cruks, so no self-exclusion,
- Unreliable or non-existent customer service,
- Withdrawal of winnings not guaranteed,
- And above all: no legal recourse in the event of a dispute.
These platforms attract vulnerable players, precisely the ones Cruks is seeking to protect.
The KVA’s initiative: re-educating via natural referencing
Rather than leaving these queries in the hands of malicious affiliates, the KVA is calling on its members to produce neutral and informative content around the term ‘Cruks-free bookmakers’.
What does such a page contain?
- No links to illegal sites.
- Clear warnings about the risks of unregulated gambling.
- Information on Dutch legislation.
- Links to support organisations (Jellinek, Loket Kansspel).
- A sober, factual, non-commercial tone.
- Minimum content of 800 words to cover the subject in depth.
What this means for gamblers and players in the sector
- For gamblers: these initiatives help to distinguish between legal and non-legal sites, and direct people to support structures if necessary.
- For affiliates and serious sites: it’s an invitation to produce responsible content, without promotion, but with real meaning.
- For the authorities: it’s an intelligent collaborative model for reducing the visibility of illegal gambling without imposing heavy-handed censorship.
Why are there so many searches for ‘bookmakers without Cruks’?
Several factors explain the explosion of this keyword:
- Players want to get round their access ban.
- The legal offer limits certain behaviours: restricted bonuses, wagering limits, strict checks.
- The lack of Internet surveillance encourages unauthorised sites to position themselves via SEO.
It is precisely this digital loophole that the KVA is seeking to close by displaying responsible content at the top of Google results.
A tried and tested strategy: ‘casino without limits’
This is not the first time that the KVA has implemented this type of response. In 2023 and 2024, it had already launched similar initiatives around the terms ‘casino without limits’ and ‘casino without Cruks’, with results that were deemed positive.
This approach proved effective in reducing the visibility of illegal players while making users aware of what they were looking for.
‘Previously, we had asked our members to create “Casino without Cruks” and “Casino without Limits” pages. Now that many illegal pages with “best bookmakers without Cruks” can also be found, we have asked our members to set up a warning page for that too. In this way, we hope to warn Cruks players who are considering gambling and direct them to the appropriate help,’ says Steven Vrolijk, founder of the KVA.
A collective effort between regulators, affiliates and associations
The KVA is not working alone. It is inviting responsible affiliates to join this movement, to create neutral pages, and to stop using keywords such as ‘bookmakers without Cruks’ for conversion purposes, but to educate, warn and protect.
This is a new form of proactive, targeted digital prevention that could inspire other countries in Europe.