Key Points
- Netherlands gambling association VNLOK has initiated legal proceedings against Meta alongside an EU regulatory complaint
- Analysis revealed approximately 70,000 gambling advertisements quarterly directed at Netherlands users, with over 95% from unlicensed sources
- Meta’s removal rate stood below 5% for these advertisements, VNLOK reports
- The unregulated Netherlands gambling sector accounts for more than €1 billion in yearly betting activity
- Meta confronts comparable legal challenges in California and regulatory pressure across UK, Australia, Brazil, and Malaysia
The Netherlands gambling trade association VNLOK has initiated legal proceedings against Meta while simultaneously lodging a formal complaint with European Commission authorities. The organization alleges that Facebook and Instagram platforms facilitate widespread illegal gambling promotion campaigns specifically designed to reach consumers in the Netherlands.
VNLOK serves as the representative body for legally licensed online gambling providers operating within Dutch jurisdiction. The association maintains that Meta has consistently disregarded multiple warnings concerning unauthorized gambling promotions appearing across its social media properties.
Quarterly Advertisement Volume Exceeds 70,000
According to research conducted by VNLOK, the final quarter of 2025 saw approximately 70,000 gambling-related advertisements displayed on Meta-owned platforms each quarter specifically targeting users in the Netherlands. Analysis determined that more than 95% of these promotional materials originated from operators lacking proper licensing.
The association’s findings indicate Meta removed less than 5% of the identified advertisements.
VNLOK contends this practice constitutes a breach of the European Union’s Digital Services Act, legislation that mandates major technology platforms implement proactive measures to minimize illegal content distribution.
Björn Fuchs, serving as VNLOK Chairman, stated that unlicensed gambling operators “disregard requirements concerning addiction prevention measures and deliberately target at-risk demographics including underage individuals and those struggling with gambling problems.”
The trade association calculates the unregulated Dutch gambling industry has expanded to exceed €1 billion in annual wagering volume. This figure approaches parity with the legitimately regulated market segment.
VNLOK expressed criticism toward Meta’s approach of depending on user-initiated reporting mechanisms instead of implementing proactive enforcement protocols. The association notes that while Meta requested examples of unauthorized advertisements, the company declined to participate in substantive discussions with VNLOK representatives.
The legal filing requests judicial determination that Meta violated DSA provisions. Additionally, it pursues court orders compelling Meta to deploy enhanced detection technologies and impose monetary sanctions for failure to comply.
California Litigation Also Targets Meta
The Netherlands legal action represents just one of several ongoing proceedings Meta currently faces regarding gambling advertisement practices.
Earlier during the current month, California resident Joseph Allen submitted a lawsuit through Sacramento County Superior Court. His complaint asserts Meta’s advertising algorithms directed him toward an unlicensed sports betting operation identified as “Gwin Sportsbook.”
The California filing alleges Meta exploited personal information for targeted gambling advertisement delivery while failing to implement adequate advertiser verification procedures.
Previously this year, a Los Angeles jury mandated Meta and Google pay $6 million damages in an unrelated case. That verdict determined both companies employed user engagement tactics comparable to methods utilized by slot machine manufacturers and tobacco industry companies.
International Regulatory Bodies Increase Scrutiny
Meta has encountered mounting pressure from regulatory authorities across the United Kingdom, Australia, Brazil, and Malaysia concerning unauthorized gambling promotions distributed through its platforms.
Tim Miller of the UK Gambling Commission publicly condemned Meta for permitting unlicensed operators to distribute advertisements. Brazilian authorities issued directives requiring Meta to eliminate such promotional content, while Malaysian government representatives have advocated for more stringent enforcement actions.
VNLOK emphasized that additional platforms, financial institutions, and gaming technology providers bear responsibility to implement stronger measures preventing illegal gambling operators from accessing consumers.
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