Despite being banned from operating in the Netherlands, online casino LalaBet continues to operate with impunity. According to the latest data shared by the Keurmerk Verantwoorde Affiliates (KVA), this illegal site attracts more than 64,000 monthly searches on its name. This worrying level of popularity reveals the scale of the problem.
But how can a platform that is not authorised by the Kansspelautoriteit (Ksa) remain so visible? The answer lies in a well-honed strategy combining digital camouflage, targeted marketing and disinformation. An effective recipe for tricking consumers and circumventing legislation.
Sophisticated digital tactics
LalaBet does not limit itself to a single web address. While the main platform is accessible via Lala.bet, other domain names such as Lalabetnl.com are actively used to specifically target Dutch internet users.
On this mirror site, everything is done to appeal to the local user. There is a support page in Dutch, and certain graphic elements borrow from national folklore: windmills, tulips, the tricolour flag. Everything is done to give the impression of non-existent legitimacy.
‘It gives the misleading impression that the platform is approved and can be used safely by Dutch consumers,’ warns a KVA representative.
A threat to consumers
By displaying typically Dutch visual codes, LalaBet is blurring the lines. For the average player, it becomes difficult to distinguish between legal platforms and fraudulent sites. This confusion undermines the protection of consumers, especially the most vulnerable.
The danger is not limited to visual deception. By operating outside the regulatory framework, LalaBet escapes any control over compliance with the rules on responsible gambling, data security or fair payments. For the authorities, this is a serious offence, with real consequences for users.
The KVA on alert: a call to action
Faced with this proliferation, Keurmerk Verantwoorde Affiliates is sounding the alarm. The organisation, which fights for responsible advertising in the gambling sector, has noted an intensification in the marketing strategies of illegal casinos. Their approach is now more aggressive, more local, and above all harder to identify.
‘The KVA notes that the marketing methods of illegal online casinos are becoming increasingly aggressive and visible.’
The organisation is working with other industry players and the Kansspelautoriteit to form an alliance aimed at eradicating these deceptive practices. This cooperation is part of a drive to protect players and strengthen the legal framework.
A question of collective responsibility
The LalaBet case raises a broader question: who is responsible for this situation? Web hosts, advertisers, affiliated influencers… they all have a role to play. And yet, in many cases, these players turn a blind eye.Industry experts believe that only closer coordination between the authorities, regulators, ISPs and advertising platforms will enable us to regain control.