Meta Platforms is facing renewed scrutiny in the Netherlands after new research claimed that illegal online gambling advertisements on Facebook and Instagram reached nearly 38 million Dutch users in March 2026 alone.
The study, carried out by XY Legal Solutions B.V. together with Dutch gambling trade body VNLOK, analysed publicly available data from Meta’s Ad Library between 1 and 31 March. Researchers searched for Dutch-language gambling terms including “gratis spins”, “welkomstbonus” and “gokkast” before identifying more than 15,000 adverts linked to operators that do not hold a licence from the Dutch regulator Kansspelautoriteit (KSA).
According to the report, the ads generated an estimated 75.8 million impressions during the month, reaching around 37.9 million unique users across the Netherlands. The promotions were connected to 1,292 separate web addresses and published through more than 2,200 Facebook pages.
Researchers also raised concerns about the number of younger users exposed to the campaigns. The report estimated that 5.8 million impressions were shown to people aged between 18 and 24 in March alone, with roughly 65% of the illegal adverts appearing to target audiences under 24 years old. Dutch gambling laws introduced in 2023 prohibit licensed operators from marketing to this age group.
The findings add to growing pressure on Meta from Dutch authorities and gambling industry groups. Earlier this month, the KSA said it had submitted more than 4,600 reports to Meta regarding illegal gambling promotions appearing on Facebook and Instagram during April.
The study further suggested that illegal gambling advertising could be generating substantial revenue for Meta. Using estimated Dutch advertising rates, researchers projected that the adverts may have produced millions of euros in ad income if activity continued throughout the year.
Investigators also highlighted several tactics allegedly used by advertisers to avoid moderation systems. These included short-lived ad campaigns, redirects hidden behind app store links and fake pages impersonating trusted Dutch brands or public figures.
Although some adverts were removed during the monitoring period, researchers said new campaigns appeared faster than old ones were taken down, raising further questions over Meta’s ability to police gambling advertising on its platforms.