Dutch gambling association targets Meta over gambling ads

• VNLOK targets Meta over the latter’s alleged slow action against illegal gambling ads
• Nearly all of the gambling ads in the country recently have been from an illegal gambling operator
• Gambling ads are too fast to shut down after the fact; therefore, Meta needs to verify first, not rely on removals later on

Licensed Dutch Online Gaming Providers (VNLOK), a Dutch trade group representing the interests of licensed gambling operators, has once again targeted Meta, the company behind Facebook and Instagram, over the proliferation of illegal gambling ads targeting Dutch customers.

Illegal gambling ads put VNLOK on the offensive against Meta

Because of this, VNLOK has initiated proceedings to subpoena Meta and lodged a complaint with the European Commission. VNLOK has set out to demand several improvements to Meta’s business model in order to safeguard the regulated gambling market in the country, citing several areas that could be improved.

VNLOK argued that ads could be verified beforehand, and not removed later. The trade group also asked for stronger enforcement against facilitators, arguing that the gambling watchdog ought to do more. Not least, the regulated market has to continue strengthening its offer and remain visible to offer players a legitimate way to enjoy gambling.

In a statement, the trade group noted that between 94% and 97% of gambling ads that reached Dutch customers were published by companies without a license from the Kansspelautoriteit, the country’s gambling watchdog.

Furthermore, only a fraction of the ads were removed by Meta, stated the trade group, pointing out to other problems. Illegal gambling providers would also resort to other techniques, such as "cloaking," misusing the names of popular brands, as well as Telegram referrals to lead players in the regulated market astray and onboard them with an offshore operator instead.

These practices were well identified by VNLOK, which described them in further detail. Cloaking was a practice where players were led to a counterfeit Apple App Store, for example, featuring an app from an illegal online casino.

Telegram redirectors were also popular. In these types of illegal advertisements, a Facebook ad would promise exclusive casino bonuses to users who joined a Telegram channel, where a mini-app operates as a full-scale casino.

Not least, illegal gambling operators have been quick to adopt and misuse the established brand names of licensed operators, convincing users that they were registering at a KSA-licensed brand.

"The figures show that illegal gambling advertising on Meta is still widespread. This puts player protection under pressure. Players who gamble illegally are more than four times more likely to have a high-risk profile. That is precisely why these advertisements must be stopped before they reach Dutch users," said VNLOK Chairman Björn Fuchs.

The VNLOK presented concrete numbers, based on its research. Based on one specific data point, pages that promoted gambling ads on Facebook in May and June referred to an illegal provider in 96% and 98.8% of cases, respectively.

The pages that conducted such practices were not recognized as gambling entities, but rather as "fan pages, municipal pages, marketing agencies, entertainment websites and personal blogs," VNLOK wrote in an official statement.

Gambling ads could be too fast to shut down after the fact

VNLOK noted that the illegal gambling ads model was moving at a rapid pace, allowing operators to adapt to law enforcement and stay ahead, while continuing to target consumers.

A single gambling ad averaged 1.58 days in May, with 76% of ads up for less than one day. In June, online gambling ads averaged 2 days, and 65% were visible for less than a day. VNLOK argued that the enforcement by Meta was insufficient, with the trade group noting that out of more than 60,000 illegal gambling ads, 11% were removed by Meta in May, and 15% in June.

"This is an increase compared to previous studies, but in practice the effect is limited: because most advertisements are live for less than a day, removal often only takes place after a large part of the reach has already been achieved. In this way, retroactive enforcement is structurally unable to keep up with the speed of the illegal market," VNLOK said in a translated statement.

Illegal gambling sector strengthened amid government decisions

The VNLOK has long advocated for strengthening the regulated gambling market in the country and addressing those areas that allowed, in the trade group’s opinion, the growth of the black market.

One such remark has had to do with the rise in taxation that was enacted earlier this year, and comes on the back of already existing tax increases. In 2025, the tax increased to 34.2%, and in 2026, it reached 37.8%.

This, in the trade group’s opinion, would significantly diminish the overall tax amount collected in the long run, but it will also boost illegal gambling offerings, while less money will be allocated to sports and charities.

VNLOK noted that €40m less had been paid in industry-related tax in 2025 already, indicating that the tax hikes have not led to the desired outcome.

Image credit: VNLOK