Trustpilot directs Belgian players to illegal casinos: experts warn 

Anyone in Belgium searching for an online casino via Google may end up on a Trustpilot page. There, the player sees a recognisable brand, thousands of reviews, a TrustScore and a prominent button to visit the website. It all looks familiar. But behind that professional presentation may lie a casino that does not hold a Belgian licence at all. 

Trustpilot is therefore coming under increasing fire. Not only because illegal gambling operators are reviewed there, but above all because the platform can give such providers extra visibility and credibility. Recent reports in the United Kingdom, a multi-million fine in Italy and examples accessible from Belgium and the Netherlands all raise the same question: where does a neutral review platform end and the promotion of illegal gambling begin? 

An illegal casino with a TrustScore of 3.9 

A clear example is Stake. On the Belgian version of Trustpilot, Stake’s page was listed as a claimed business profile when we checked on 2 September 2026. The operator had more than 11,500 reviews and a TrustScore of 3.9 out of 5. Visitors were also shown a button labelled ‘Visit the website’, alongside commercial information provided by the company itself. 

The same page also contained the statement: “This company is regulated by the authorities.” It was not made clear which authority was meant by this, nor in which country it is authorised. Stake does not hold a Belgian licence. For a Belgian player, such a general message about supervision could therefore give a misleading impression. After all, a foreign licence does not mean that a provider is legally permitted to offer games of chance in Belgium. 

The Belgian Gaming Commission warns that playing with an illegal operator carries risks. Players cannot count on the same legal protection, oversight of the games on offer, or access to Belgian complaints procedures. At GamblingClub, we therefore explain the difference between legal and illegal operators and publish a list of all legal online casinos in Belgium. 

More than just a platform for consumer reviews 

Trustpilot presents itself as an open platform where consumers can share their experiences with businesses. That premise is, in itself, justifiable. Even reviews of an illegal casino can contain useful warnings. The problem arises when the page does more than simply display experiences. 

A claimed profile allows a provider to add a company description, categories, contact details and other commercial information. In addition, Trustpilot displays a public rating and, in many cases, a direct link to the gambling site. This creates a complete pathway from a Google search, via a trusted review platform, to a casino without a local licence. 

This is not a theoretical scenario. Dutch affiliate pages promoting unlicensed casinos have also been, or are currently, found on Trustpilot. A profile for WorldCasinos.com explicitly described the advantages of casinos without a Dutch licence, including the absence of supervision by the Gaming Authority and the fact that the use of Cruks is not mandatory. Another page, Casino Zonder Limiet, referred to foreign operators that accept Dutch players. Both profiles featured a button to visit the website. 

Trustpilot sometimes displays a general warning on such pages stating that gambling legislation varies by location and that consumers should check the licence with their local regulator. However, this warning largely places the responsibility on the player. It is precisely those players who do not understand the difference between a foreign and a local licence who may give greater weight to a high rating, a verified profile and a direct ‘visit’ button than to a general disclaimer. 

British exposé led to thousands of profiles being removed 

The criticism gained further weight in April 2026 following an investigation by The Guardian. The newspaper found reviews on Trustpilot of various online casinos that were targeting UK players without the required licence. There were also pages run by affiliates that redirected visitors to such operators. 

According to The Guardian, after the newspaper raised questions, Trustpilot removed approximately 3,400 profiles linked to unlicensed gambling operators within a week. The platform stated that illegal businesses are not permitted and emphasised that the presence of a business profile does not imply endorsement, verification of legitimacy or confirmation of a licence. 

That response also highlights the scale of the problem. When thousands of profiles are only removed following external scrutiny, enforcement appears to be largely reactive. Furthermore, according to the British newspaper, some reported profiles of illegal operators initially remained visible. During our own checks, too, some suspicious casino profiles disappeared, whilst other pages offering a direct commercial link to unlicensed operators remained accessible. 

Italian fine strikes at the heart of trust 

The debate is not limited to gambling. On 23 March 2026, the Italian competition authority, AGCM, imposed a fine of 4 million euros on Trustpilot for an unfair commercial practice. According to the regulator, checks on the authenticity of reviews were insufficient, even in the case of reviews labelled as ‘verified’. Furthermore, according to the authority, consumers were not provided with sufficiently clear information about how the platform works and the paid services offered to businesses. 

Trustpilot disagreed with the decision and announced it would appeal. The Italian case does not specifically concern online gambling and therefore does not prove that casino reviews on Trustpilot are false. However, the fine is relevant to the wider discussion: consumers place their trust in scores and labels, whilst it is not always clear how reliable these indicators are or what commercial opportunities a company utilises behind its profile. 

Lawyer Benzi Loonstein: promotion is also prohibited 

According to Mr B.Z. (Benzi) Loonstein, a lawyer in the Netherlands, the focus should not be solely on the illegal casinos themselves. The role of platforms that make these providers easier to find and access also deserves legal attention. 

“A platform such as Trustpilot has a wide reach and enjoys a certain degree of trust amongst consumers. That is precisely why it is problematic when illegal online casinos can be easily found via such a platform and players are subsequently directed to those operators. For the average player, it is by no means always clear whether a casino holds the required licence. A good rating on a well-known review platform can then wrongly give the impression that the operator is reliable and legal. 

This poses real risks to players. Illegal operators lack precisely the oversight intended to protect players, for example in the areas of addiction prevention and fair play. At the same time, it is detrimental to the regulated market: legal operators must comply with strict rules, whilst illegal operators still gain access to the same consumers via a large platform. 

Furthermore, under Dutch law, it is not only the provision of games of chance without a licence that is prohibited. The Gambling Act also prohibits the promotion of participation in illegal gambling. This makes the role of platforms that increase the discoverability and accessibility of illegal gambling offerings particularly relevant from a legal perspective. A platform of Trustpilot’s size and influence can therefore be expected to take responsibility in this regard.” 

In its enforcement policy, the Dutch Gaming Authority confirms that not only illegal gambling services but also the promotion of illegal gambling is prohibited. The regulator has previously investigated websites that deliberately lured vulnerable players to unlicensed casinos. 

This does not automatically mean that Trustpilot is in breach of Dutch law. As far as is publicly known, no Dutch or Belgian court has yet ruled on whether the combination of a TrustScore, company description and direct ‘visit’ button should legally be regarded as promotion. It is precisely this combination that justifies further investigation by regulators. 

Paul van Deursen warns against fake reviews and SEO 

Trustpilot’s impact is not limited to the platform itself. Trustpilot has a strong position on Google. As a result, company profiles and review pages can appear high up in search results for casinos. According to Paul van Deursen, CEO and founder of Your Business Leads, affiliates deliberately exploit this. 

“Trustpilot is no longer the reliable source of reviews it once was. New reviews for a business or website on Trustpilot are hardly, if at all, verified. As a result, the platform is now rife with fake reviews, which you can even buy for a few dollars on freelance platforms. In the online gambling world, affiliates are making eager use of this by creating accounts with casino search terms in the title and populating them with a number of positive (purchased) fake reviews. Thanks to Trustpilot’s high authority, these accounts compete with legitimate affiliates in search results. This is a serious matter; Trustpilot is thereby facilitating illegal gambling. They must be held to account for this by the regulators.” 

The specific allegation that reviews are being bought is an observation made by Van Deursen and has not been independently verified for every profile mentioned in this article. However, there are demonstrably profiles with casino-related search terms in their names, a small number of very positive reviews and links to websites promoting unlicensed operators. Furthermore, the Italian ruling underlines that concerns regarding the verification and presentation of reviews cannot simply be dismissed. 

This creates an uneven playing field for legitimate affiliates. They invest in accurate information, check licences and must comply with advertising restrictions. Meanwhile, a page on a high-authority domain can compete organically with that information, even when the underlying provider or affiliate does not adhere to the same rules. 

Andreas Ditsche: reliability must not take a back seat to profit 

Andreas Ditsche, CEO of iGaming.com, regards checking licences as a fundamental responsibility for affiliates. His company states that it focuses exclusively on regulated markets and has developed a tool in Germany that lets players know, before they click through, whether a provider holds a licence there. 

“As an affiliate focusing on legal, licensed markets in various jurisdictions worldwide, we make no compromises: we recommend only licensed providers. Trust is our most important asset. Players can rely on our information. Our latest product in this area is a verification tool that automatically informs players whether the platform they are using in our home market – Germany – is licensed. Why is this important? Many players do not even realise they are gambling illegally. We tell them. Plain and simple. Without the need to register. Even before they leave our page and choose a provider. Why do we do this? We have made an ethical business decision. It is not for me to pass judgement on the business ethics of a platform in Belgium. What I can say, however, is this: affiliates must be trustworthy. We must not sacrifice the accuracy of information for the sake of profit.” 

This approach makes it clear that technology can also be used differently. A platform can automatically check, before a click is made, whether a licence is valid in the visitor’s country. Trustpilot has localised websites, including Belgian and Dutch versions, and therefore knows the context in which a profile is displayed. It is therefore difficult to argue that a general warning is sufficient when the provider is not licensed locally. 

Belgian operators face an additional risk 

In Belgium, only online gambling services with the required licence from the Gaming Commission are permitted. The Commission maintains a blacklist of illegal gambling sites, and internet service providers can block access to such domains. Nevertheless, illegal operators regularly change their domain names and continue to reach new players via search engines, social media, affiliates and review platforms. 

The danger extends beyond a mere financial dispute. Illegal operators are not subject to the Belgian regulatory framework. Players have no assurance that age verification, deposit limits, fair play and responsible gambling policies are enforced in accordance with Belgian regulations. Furthermore, the protection of self-excluded players via EPIS can be circumvented outside the licensed system. 

A familiar platform logo and thousands of star ratings can obscure these risks. The average visitor is quick to interpret ‘under supervision’ as ‘safe and legal for me’. In the context of gambling, that distinction is crucial. A licence from Curaçao, Malta or any other country does not constitute authorisation to serve Belgian players. 

The European DSA also places responsibility on platforms 

The European Digital Services Act requires online platforms to provide an accessible reporting mechanism for illegal content. Reports must be dealt with carefully and promptly, and the person making the report must be informed of the decision. If a platform becomes aware of clearly illegal content and fails to act, this may have consequences for its liability protection. 

Whether a specific Trustpilot profile constitutes illegal content under the DSA depends on its precise presentation and the applicable national gambling legislation. A critical consumer review is not the same as a commercial business description with a direct link. It is precisely for this reason that the Belgian Gaming Commission, the BIPT, the Dutch Gaming Authority and the ACM should jointly investigate which functions Trustpilot offers to unlicensed gambling operators and affiliates. 

Such cooperation is necessary because illegal gambling sites operate across borders. A profile may be claimed by a company in one country, managed by Trustpilot from another country, and displayed to players in Belgium or the Netherlands. National blacklists alone do not resolve this digital distribution chain. 

Our view: an open platform is not a free pass 

Trustpilot does not need to delete every consumer experience with an illegal casino. Negative reviews can, in fact, serve as a warning to players. However, a review archive is not the same as a claimed business profile featuring commercial text, a prominent TrustScore, an ambiguous regulatory label and a button that directs visitors straight to the provider. 

That is where we draw the line. As soon as Trustpilot provides commercial features to a casino or affiliate that is not licensed in the visitor’s country, the platform is no longer merely a passive noticeboard. It then assists that party with its presentation, discoverability and reach. That justifies stricter monitoring and, potentially, enforcement. 

Trustpilot should link gambling profiles to official licensing registers on a country-by-country basis. Where a valid local licence exists, this can be stated unequivocally. Without a licence, the direct ‘visit’ button must be removed and a notice must appear at the top stating that the provider is not legal for players in that country. A foreign licence must never be summarised with the vague message that a company is ‘under supervision’. 

In addition, Trustpilot must prevent affiliates from using keywords and purchased or manipulated reviews to promote illegal offers via Google. The removal of thousands of profiles following enquiries from a newspaper shows that action can be taken. However, responsibility must not depend solely on journalists uncovering the next profile. 

Trust is Trustpilot’s core product. That is precisely why mistakes in this area carry greater weight than on any other forum. In online gambling, a star rating can make the difference between clicking away and depositing money. A platform that profits from that decision-making moment or generates traffic through it must be able to demonstrate that it does not become a gateway to illegal gambling.