The Dutch trade association VNLOK has taken legal action against Meta, filing a complaint with the European Commission. The association accuses the tech giant of neglecting its responsibility to curb the rampant spread of illegal online gambling advertisements aimed at Dutch users across Facebook and Instagram. VNLOK claims that the illegal gambling market in the Netherlands has grown to match the regulated sector, boasting estimated annual revenues exceeding €1 billion ($1.1 billion).
In the last quarter of 2025, the platforms owned by Meta reportedly displayed over 70,000 gambling-related ads, with unlicensed operators thought to be behind more than 95% of these promotions. VNLOK noted that Meta took down less than 5% of these advertisements, indicating a significant gap in enforcement. The association criticized Meta's approach, likening it to futile efforts in dealing with a persistent flood while allowing new sources to keep gushing.
The Kansspelautoriteit (KSA), the Dutch gambling regulator, reinforced VNLOK’s claims in its 2025 report, stating it had submitted thousands of complaints to Meta each month regarding illegal gambling ads. The KSA further revealed that these ads typically remain active for about a day and a half before being removed, only to reappear with minor changes in their identification or web addresses.
Licensed gambling operators argue that their unlicensed counterparts frequently overlook safety measures intended to reduce gambling-related harm. VNLOK chairman Björn Fuchs emphasized the dangers associated with the ongoing marketing of illegal gambling, warning that “vulnerable players, including young people, are exposed to great risks,” as outlined in a VNLOK statement.
This legal action occurs amid the Dutch government's increasing regulatory focus on gambling advertising. In June 2026, the cabinet proposed a near-total ban on online gambling ads and bonuses, allowing only limited exceptions to ensure visibility for licensed operators. Concerns have been voiced by licensed providers that such a drastic measure may unintentionally elevate illegal gambling website usage, counteracting domestic initiatives aimed at promoting responsible gambling. The KSA reported in its 2025 annual review that the channelisation of gambling fell to 49% in the first half of that year.
