A VNLOK study suggests more than 95% of gambling advertisements in Meta’s Ads Library were linked to unlicensed firms, according to the report. The Dutch trade body called on the regulator and Meta to step up their response.
The reported ad findings raise concerns about the visibility of unlicensed gambling firms in the Netherlands.
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Dutch gambling trade association VNLOK filed a lawsuit against Meta and asked the European Commission to investigate the platform group's handling of illegal gambling advertising. VNLOK said about 95% of gambling ads on Facebook and Instagram in the last quarter of 2025 promoted unlicensed operators, while Meta removed fewer than 5%; it is seeking possible sanctions under the Digital Services Act.
The Netherlands’ gambling regulator, KSA, reported that the illegal market grew by more than 57% after the tax rate rose to 34.2%, according to the report. It also said licensed operators’ share of revenue fell from 51% to 49% at the start of 2025, while gross gambling revenue dropped 16%.
VNLOK chair Björn Fuchs said some gambling companies may collaborate, merge or leave the Netherlands as taxes rise and operating options narrow, according to the report. He said smaller and newer operators face particular difficulty gaining market share.
Illegal online casinos used Facebook and Instagram ads to reach Dutch gamblers who had already taken steps to stop gambling, citing a BNR investigation. BNR found hundreds of advertisements on the platforms in late 2025 and the first half of 2026 promoting illegal gambling sites.
VNLOK has begun legal action against Meta over adverts for unlicensed gambling operators in the Netherlands. The association says large platforms should detect and remove illegal adverts proactively rather than only responding to complaints. It argues the adverts undermine consumer protection under Dutch gambling law.