Dutch Gaming Association VNLOK Files Lawsuit Against Meta Over Illegal Gambling Advertisements

The Licensed Dutch Online Gaming Providers (VNLOK) trade association has initiated legal proceedings against Meta, the parent company of Facebook and Instagram, citing a significant proliferation of unauthorized gambling advertisements on its platforms. Concurrently, VNLOK has submitted a formal complaint to the European Commission, accusing the social media giant of failing to adequately prevent the widespread display of illegal online gambling promotions targeting consumers in the Netherlands.

According to VNLOK's assessment, the unregulated online gambling market within the Netherlands has escalated to a scale comparable to its regulated counterpart, generating annual revenues estimated to exceed €1 billion (approximately $1.1 billion). This figure underscores the financial magnitude of the issue.

Evidence gathered by VNLOK indicates a substantial volume of these illicit ads. In the final quarter of 2025 alone, Meta's platforms reportedly displayed over 70,000 gambling-related advertisements. Alarmingly, the association estimates that more than 95% of these promotions originated from unlicensed operators. Despite this overwhelming presence, VNLOK found that Meta removed less than 5% of the identified advertisements, typically only after they were flagged by users or authorities.

The Dutch gambling regulator, the Kansspelautoriteit (KSA), corroborated these concerns in its 2025 annual report, confirming it lodged thousands of complaints with Meta concerning illegal gambling advertisements on a monthly basis throughout that year. The KSA informed broadcaster NOS that these ads often remain active for about a day and a half before being taken down, only to re-emerge quickly with slight modifications to their identities or URLs.

Licensed gambling companies argue that their unlicensed rivals frequently disregard crucial measures designed to minimize gambling-related harm. Björn Fuchs, chairman of VNLOK, highlighted the serious risks associated with the ongoing promotion of illegal gambling. He stated that "vulnerable players, including young people, are exposed to great risks."

This legal challenge unfolds amid intensified regulatory efforts by the Dutch government to curb gambling promotion. In June 2026, the cabinet proposed a near-total prohibition on online gambling advertising and bonuses, allowing only narrow exceptions for licensed operators to maintain visibility. However, licensed operators have voiced concerns that such extensive restrictions could inadvertently bolster the appeal of illegal gambling websites, thereby undermining domestic initiatives aimed at promoting responsible gambling. The KSA's 2025 annual report noted a decline in channelization, reporting that it fell to 49% in the first half of 2025.