Fake DMCA Claims: A Threat to iGaming SEO

Only half of 2026 has passed, but the iGaming industry is already feeling significant pressure on search rankings. Publishers and affiliates are experiencing increased volatility. Ranking drops are usually attributed to algorithm updates or SEO issues. However, Georg Heinrich's latest study points to another cause: fraudulent copyright claims, known as DMCA claims.

These fake claims have evolved into one of the biggest SEO challenges of the year. They can make websites invisible without the operators knowing. The problem affects not only small pages but also larger players in the iGaming sector.

Numbers and facts

Georg Heinrich began investigating this issue after noticing a pattern. While bogus DMCA claims appeared before, for example in 2019 from Russia, the current behavior is different. This time, website operators observed a total loss of traffic on smaller pages. Crucially, Google's Search Console still marked these pages as “indexed.” This discrepancy initially led to suspicions of algorithm updates.

Google de-indexes pages based on copyright notices submitted through the Lumen Database. This database, a project of Harvard University, acts as a passive repository. It does not verify the claimant or the copyrighted material. It simply forwards the claim to Google. To comply with U.S. law, Google often defaults to blocking content immediately. They wait 14 business days for court action before restoring it, but this timer only starts if the publisher submits a formal counterclaim.

Background

Heinrich states that these fake claims are almost always issued in bulk. They do not target one specific site but “carpet-bomb entire lists of websites.” Currently, the YMYL (Your Money or Your Life) category is the primary victim. However, Heinrich notes that mainstream news sites are also being hit. Many of them might not even be aware they are being targeted yet.

Google's system is fundamentally broken, according to Heinrich, for two main reasons. First, Google does not notify the publisher when a webpage has been removed from the index. "On the contrary, it can even hide that fact," Heinrich explains. Sometimes Search Console provides information, but the notice often refers to an older claim or does not correspond to the Lumen notice that is actually blocking the page. Second, there is the issue of "stacked claims." Fraudsters submit multiple claims over several months against the same webpages. This means even if a publisher successfully submits a counterclaim, the next fake claim immediately takes effect, blocking the page again.

"Google has been aware of this for a long time. It simply hasn’t been a priority for the company to invest the effort required to fix it." - Georg Heinrich, SEO-Experte und Forscher

Why it matters for German players

German players, while not directly targeted by these DMCA claims, can still be indirectly affected. If legitimate online casino comparison sites or affiliate platforms are suppressed in search results, players may find it harder to discover reputable and licensed German online casinos. The German gambling market, regulated by the GlüStV 2021, emphasizes player protection and transparent information. A fragmented or obscured search landscape could push players towards unregulated offers outside of the GGL whitelist. This would undermine the efforts of strict regulations, such as the 1 Euro per spin limit or the 1,000 Euro monthly deposit limit monitored by LUGAS (Länderübergreifendes Glücksspielaufsichtssystem). Ensuring that players can easily find trustworthy information is crucial for maintaining a safe gaming environment.

What it means for GGL-licensed casinos

For GGL-licensed casinos and their affiliate partners, this issue underscores the importance of robust SEO and constant monitoring. If affiliate sites promoting legally operating German casinos are hit by fake DMCA claims, it directly impacts traffic and new player registrations. These casinos invest heavily in compliance and responsible gaming. Their partners rely on search engine visibility to attract players to a regulated and safe environment. The risk of being "black-holed" by Google without notification means that these legitimate businesses are losing potential customers. They must ensure their teams are prepared to handle counterclaims. If a page gets blocked, even temporarily, it represents a loss in potential revenue and exposure for compliant operators. This creates market distortion and favors black market operators who do not adhere to German regulations.