Dutch Gambling Association VNLOK Takes Action Against Meta for Illegal Ads

The Dutch gambling association VNLOK has initiated proceedings against Meta, the company behind Facebook and Instagram, for the proliferation of illegal gambling ads targeting Dutch customers. VNLOK, a trade group representing licensed gambling operators, has lodged a complaint with the European Commission and demanded several improvements to Meta’s business model to safeguard the regulated gambling market in the country.

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.

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 techniques such as cloaking, misusing the names of popular brands, and Telegram referrals to lead players in the regulated market astray and onboard them with an offshore operator instead.

In May and June, pages that promoted gambling ads on Facebook referred to an illegal provider in 96% and 98.8% of cases, respectively. 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. Out of more than 60,000 illegal gambling ads, 11% were removed by Meta in May, and 15% in June.

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. In 2025, the tax increased to 34.2%, and in 2026, it reached 37.8%. €40m less had been paid in industry-related tax in 2025 already, indicating that the tax hikes have not led to the desired outcome.