The Dutch online gambling association VNLOK has announced plans to take legal action against Meta, accusing the technology giant of failing to prevent illegal gambling advertisements from reaching users in the Netherlands through Facebook and Instagram. The group also intends to file a formal complaint with the European Commission.
VNLOK argues that unlicensed gambling operators continue to advertise extensively on Meta’s platforms despite regulations designed to protect consumers. According to the association, the issue has become increasingly serious as the Dutch regulated market faces stricter advertising rules, higher taxes and tighter compliance requirements.
The legal challenge follows several studies commissioned or supported by VNLOK. Research examining Meta’s advertising ecosystem found that more than 95% of gambling advertisements identified on Facebook during the final quarter of 2025 were linked to unlicensed operators. The association also claims Meta removed only a small percentage of the illegal content flagged during that period.
Separate research published in May estimated that illegal gambling ads on Facebook and Instagram reached approximately 37.9 million Dutch users in March 2026 alone. Investigators identified more than 15,000 advertisements from unlicensed operators, generating an estimated 75.8 million impressions and directing users to over 1,200 websites.
VNLOK says the problem extends beyond market competition and poses significant consumer protection risks. The association warns that illegal operators do not follow the same responsible gambling standards imposed on licensed companies and that younger users are particularly vulnerable to exposure. Research linked to the group found millions of ad impressions may have been delivered to people aged between 18 and 24, a demographic that licensed Dutch operators are prohibited from targeting.
The trade body is calling on Meta to strengthen advertiser verification, improve proactive detection systems and accelerate the removal of illegal gambling promotions. It also wants Dutch authorities to increase enforcement efforts against marketing firms and platforms that help direct consumers to unlicensed gambling sites.
VNLOK maintains that social media platforms have a responsibility to prevent illegal gambling content from reaching consumers and believes court action is now necessary to force stronger measures.