Key Points
- VNLOK, representing Dutch licensed gambling operators, has filed a lawsuit against Meta alongside an EU Commission complaint
- Approximately 70,000 gambling advertisements per quarter reach Dutch audiences, with more than 95% originating from operators without proper licenses
- VNLOK reports Meta removed less than 5% of advertisements reported to the platform
- Unlicensed gambling activity in the Netherlands now generates over €1 billion yearly, matching the regulated market’s size
- Meta confronts comparable legal battles in California, Australia, the United Kingdom, Brazil, and Malaysia
The Netherlands gambling trade organization VNLOK has initiated legal proceedings against Meta, accusing the social media conglomerate of allowing illegal gambling advertisements to proliferate across Facebook and Instagram. Simultaneously, the organization has submitted an official complaint to the European Commission.
VNLOK serves as the representative body for authorized online gambling operators throughout the Netherlands. The association maintains that Meta has consistently disregarded alerts concerning unauthorized gambling promotions saturating its social media platforms.
Magnitude of Illegal Advertising
According to research conducted by the association, approximately 70,000 gambling-related advertisements appeared on Meta’s platforms during the final quarter of 2025, specifically targeting users in the Netherlands. An overwhelming majority—exceeding 95%—originated from operators lacking proper licensing. Despite these findings, Meta eliminated fewer than 5% of the flagged content.
VNLOK Chairman Björn Fuchs stated the situation extends far beyond commercial competition concerns. He emphasized the significant dangers posed to at-risk populations, particularly underage individuals and those struggling with compulsive gambling behaviors. Operators functioning without licenses, he explained, fail to implement required safeguards for addiction prevention and player protection.
The underground gambling economy within the Netherlands has expanded to approximately €1 billion ($1.15 billion) in total annual betting volume. This figure now rivals the legitimate, government-regulated gambling sector in scale.
According to VNLOK, Meta’s existing enforcement strategy depends predominantly on reactive user reporting after problematic advertisements have already been displayed. The organization contends this passive approach fails to satisfy requirements established under the European Union’s Digital Services Act, which mandates that major technology platforms actively prevent the widespread distribution of illegal material.
Meta’s Position and Legal Remedies Sought
VNLOK reports that Meta has requested specific instances of illegal advertisements but has declined to participate in comprehensive discussions with the trade organization. The association maintains this unwillingness to engage constructively forced them to pursue judicial remedies.
The legal filing requests judicial determination that Meta has breached Digital Services Act provisions and bears legal liability for illegal gambling material distributed through its platforms. VNLOK additionally seeks a court order compelling Meta to implement enhanced detection and prevention mechanisms, accompanied by financial sanctions for non-compliance.
International Legal Challenges Mount
Meta encounters comparable regulatory and legal difficulties across multiple jurisdictions. In California, resident Joseph Allen initiated litigation this month alleging Meta’s advertising algorithms directed him to a fraudulent betting operation called “Gwin Sportsbook.” The complaint asserts Meta exploited personal information to target consumers with gambling promotions while neglecting proper advertiser verification procedures.
Earlier in the year, a Los Angeles jury mandated Meta and Google pay $6 million in damages related to allegations concerning addictive platform architecture.
The United Kingdom Gambling Commission has publicly criticized Meta for permitting unlicensed gambling businesses to advertise on its platforms. Brazilian authorities issued directives requiring Meta to eliminate illegal gambling promotions. Malaysian regulators have similarly demanded more aggressive enforcement measures.
In Australia, Meta encountered regulatory examination regarding an Instagram content creator who promoted an unlicensed offshore gambling service.
VNLOK clarified that although Meta represents their immediate priority, other corporate entities—including financial institutions, search platforms, and gaming technology providers—must similarly strengthen efforts to prevent illegal gambling operators from accessing consumers.
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