European gambling regulators and Google are working on a white list of licensed gambling operators in the EU. The plan was described on October 14, 2026, by Michel Groothuizen, chair of the Dutch gambling regulator Kansspelautoriteit (KSA).
For casino and sportsbook affiliates, the real question is whether this could change which brands get advertising exposure and how publishers send traffic to them. The list is still being developed. Google has not announced a launch date or a change to organic search rankings.
Key Takeaways for Affiliates
The KSA says European regulators are working with Google on a shared list of legal gambling operators.
It is a proposal under development, not a new EU gambling licence or a live Google Ads rule.
Google already applies different gambling advertising rules to different countries and to operator versus affiliate websites.
Affiliates can prepare now by checking each operator's local licence, their own advertising eligibility and their affiliate agreement.
What Is Google’s Proposed EU Gambling White List?
In his October 14 announcement, Groothuizen said several European gambling regulators had met Google and Meta in Dublin earlier in 2026. A joint task force is now working with Google on a list of legal gambling operators across the EU.
The aim is to help Google identify operators that should not be promoted to users in restricted markets. The KSA wants to make illegal gambling websites harder to find and limit their ability to attract new customers. It has also been working to disrupt payments to illegal operators.
No completion date has been given. The announcement does not explain which Google products would use the list or whether affiliate sites would be checked through the same process. The October 15 report by European Gaming confirms those details remain open.
Why European Gambling Licences Still Need Country-by-Country Checks
A European white list would not create one gambling licence for the whole EU. The European Commission explains that member states set their own rules. A sportsbook or casino licensed in one country is not automatically allowed to operate or advertise in another.
That matters when affiliates promote the same brand to visitors from several countries. A licence may cover sports betting but not online casino games in a particular market. The brand, product and destination country all need to match.
Before sending traffic, use this simple check: confirm the reader's country, verify the operator's licence for that market and product, review the applicable advertising rules, then check the affiliate program's traffic terms.
Could the White List Change Google Ads or Gambling SEO?
Google Ads is the clearest area to watch, but no new white-list enforcement rule has been announced. Google's current Gambling and games policy already requires certification for eligible gambling advertising. It also has a separate category for certain comparison and affiliate websites, called online gambling-promoting content.
The rules depend on the country. On October 7, 2026, Google stopped allowing online gambling-promoting content ads targeting Croatia, while leaving direct operator promotion outside that particular update. In Slovenia, an October 1, 2026 update allowed qualifying licensed operators to advertise specified gambling products. These are separate country-specific policies, not the proposed EU white list. See Google's Croatia update and Slovenia update.
For SEO publishers, the position is less clear. Neither the KSA announcement nor Google's published policy establishes that this proposed list will remove unlicensed casino websites from organic results, change rankings or alter Google AI answers. Do not plan an SEO strategy around changes that have not been announced.
What Could This Mean for Casino and Sportsbook Affiliate Revenue?
If Google becomes better at identifying unauthorized operators, some paid campaigns may face tighter checks. Affiliates promoting licensed brands in permitted markets may see a different competitive environment, but there is no evidence yet that their clicks will become cheaper or that rankings will rise.
The possible income impact depends on the deal:
Affiliate model | What a loss of eligible new traffic could affect |
|---|---|
CPA | Fewer players may meet the registration and first-deposit requirements for a fixed payment. |
RevShare | Fewer new referred players may slow the growth of future commission income. |
Hybrid | Both qualifying CPA payments and new recurring revenue may be affected. |
These are possible outcomes, not reported results of the white list. An advertising restriction also does not automatically cancel commissions already earned. The actual terms of the affiliate contract matter.
How Gambling Affiliates Can Prepare Now
You do not need to change every campaign because a list is being discussed. You do need reliable information about the brands you promote.
Check licences by GEO. Use the relevant national regulator's register and match the legal operator, product and website domain.
Review Google Ads eligibility. Check whether gambling-promoting affiliate content is allowed in that country and whether your account and website have the required approval.
Audit affiliate links. Review comparison pages, redirect destinations, geo-targeting and any offers that might send users to a restricted operator.
Read your commission terms. Look at approved traffic sources, prohibited markets, CPA qualification rules and what happens if an operator loses authorization.
Ask your affiliate manager. Request written confirmation of the countries, products and traffic methods permitted for each offer.
For more guidance, read Paynura's Google Ads gambling policy guide for affiliates and its gambling certification guide.
FAQ: Google’s EU Gambling White List
Is Google’s EU gambling white list already active?
No launch has been announced. As of October 22, 2026, the KSA has described work on a list with Google, but has not published a release date or implementation rules. Existing national gambling laws and Google's current advertising policies still apply.
Will Google remove unlicensed casinos from organic search results?
That has not been confirmed. The regulator wants stronger action against illegal gambling exposure, but its announcement does not specify an organic search ranking or removal policy. Affiliates should separate possible search effects from the existing Google Ads certification rules.
Can a casino affiliate advertise any EU-licensed operator across Europe?
No. Gambling licences and advertising permissions are country-specific. An operator licensed in one EU country may not be authorized for the same product in another. Google also decides which gambling-promoting affiliate ads are eligible in each market.
Do gambling affiliates need their own licence?
It depends on the country and what the affiliate does. Some jurisdictions set separate requirements for advertising or affiliate businesses. Google certification is also different from a gambling licence. Always check the national rules and the advertising category before launching paid traffic.
Choose the Right Gambling Affiliate Offers With Paynura
Google's planned list is another reason to check where an operator is licensed before you send traffic. Affiliates who understand local restrictions can make better choices about their campaigns, landing pages and partnerships.
Paynura is an iGaming affiliate network connecting publishers and performance marketers with opportunities across casino, sportsbook, poker and eWallets. If you are reviewing offers for European markets, discuss your target GEOs, traffic sources and commission model before committing your budget.
Become a Paynura affiliate and review the opportunities that fit your audience.