Illegal gambling advertising continues to reach Dutch consumers at scale via Meta platforms, according to new research published by industry association VNLOK.
The analysis reviewed Meta Ads Library data from October to December 2025, covering both Facebook pages and paid advertisements promoting gambling content.
Across all three months, VNLOK found that more than 95% of gambling-related promotions originated from providers operating without a Dutch license.
In October 2025, 588 Facebook pages promoting gambling were identified, with 96.4% linked to illegal operators.
That figure rose to 1,158 pages in November and 1,003 in December, with the proportion of illegal pages increasing to 97.5% and 97.8%, respectively.
Advertising volumes followed a similar pattern. VNLOK recorded 61,717 gambling advertisements in October, rising to 84,493 in November before falling to 67,732 in December. In each month, between 95.9% and 97.2% of ads were attributed to illegal providers.
The research also highlighted the speed at which illegal advertising cycles through Meta platforms. In October, illegal ads were visible for an average of one and a half days, with nearly 80% appearing for less than 24 hours.
In November and December, average visibility increased slightly to two days, though more than two-thirds of ads still appeared for less than one day.
Despite the scale of activity, enforcement by Meta remained limited. Only 3% of illegal gambling ads were removed in October, increasing to 5.2% in November before declining to 4.7% in December.
The Netherlands’ regulated gambling market is subject to strict advertising controls and consumer protection requirements, including affordability checks and duty of care obligations. Illegal operators are not bound by these rules but continue to reach Dutch audiences through social advertising and viral content.
VNLOK warned that the visibility of illegal gambling promotions risks undermining consumer protection objectives and confidence in the licensed market.
The association has called for stronger proactive detection by Meta, faster removal processes and increased enforcement against marketing intermediaries facilitating access to unlicensed operators.
In October 2025, Malaysian authorities raised similar concerns, accusing Meta of failing to act on repeated complaints about illegal gambling advertisements targeting local users.
Malaysia recently arrested more than 300 individuals as part of a nationwide crackdown on illegal gambling operations, reflecting growing regulatory scrutiny of unlicensed gambling activity worldwide
