The Dutch online gambling operators' trade association, VNLOK, has announced its intention to sue Meta and file a complaint with the European Commission regarding the widespread dissemination of illegal gambling advertisements on its platforms.
VNLOK stated that Meta's measures are inadequate, as vulnerable groups, particularly youth, are being increasingly targeted by illegal ads.
The association, in collaboration with The Responsible Affiliates Quality Mark (KVA), published a market analysis in May examining the scale of illegal online gambling ads on Meta platforms.
The study estimated that Meta earns between approximately €7.3m and €13.6m per year from illegal gambling advertisements targeting the Dutch.
It also found at least 15,114 illegal gambling ads visible to Dutch users in March 2026, generating an estimated 75.8 million impressions on Facebook and Instagram that month, translating to around 910 million annually.
Furthermore, in its latest statement, VNLOK emphasised low channelisation rates. Earlier this month, the regulator KSA warned that channelisation by gross gaming result has fallen to 53% amid continued illegal market activity.
VNLOK Chairman Björn Fuchs commented on these concerning developments, stating: “This is not only an economic problem, but above all a major risk to consumer protection. Illegal providers do not adhere to rules regarding addiction prevention and actively target vulnerable groups such as minors and problem gamblers.”
VNLOK criticised Meta's approach to illegal ads, highlighting its reliance on retroactive reporting through standard user tools.
The European Digital Services Act (DSA) requires very large online platforms to implement effective measures to mitigate the risks of illegal content, especially when it occurs systematically and on a large scale. Considering the frequent presence of illegal gambling advertisements, VNLOK argues Meta's current system falls short in this regard.
The association also emphasised that Meta is unwilling to engage in meaningful discussions. It further noted that this is not the first time Meta has faced proceedings before a Dutch court. In 2025 and 2026, the company was already ordered by the District Court and the Amsterdam Court of Appeal to remedy a structural violation of the DSA.
At the same time, the Dutch government is planning stricter online gambling regulations for licensed operators, including a near-total ban on advertising and bonuses, as well as tighter overall oversight.
While VNLOK currently focuses on Meta, it notes that Google, banks and game suppliers must also do more to stop illegal gambling companies' activities, including advertising
