Key Findings
- Research identified 15,114 unauthorized gambling advertisements across Meta’s platforms during March 2026, with exposure to approximately 37.9 million users in the Netherlands
- Revenue from these prohibited advertisements potentially generated between €7.3 million and €13.6 million for Meta on an annual basis
- Nearly two-thirds (65.4%) of unauthorized promotions were directed at audiences under age 24, a practice forbidden for legitimate operators
- Dutch gambling authority KSA submitted more than 4,600 violation reports to Meta during April concerning unauthorized gambling content
- Unauthorized advertisements were published at a faster rate than Meta could remove existing violations
Mass Distribution of Prohibited Gambling Content on Meta Platforms
Research conducted jointly by XY Legal Solutions B.V. and the industry association VNLOK has revealed that unauthorized online gambling promotions reached approximately 37.9 million users in the Netherlands through Facebook and Instagram during March 2026. The investigation utilized information extracted from Meta’s publicly accessible Ad Library.
Investigators employed eight search terms in the Dutch language to locate the promotional content. Terms included phrases related to slot machines, complimentary spins, welcome bonuses, and Holland Casino.
The analysis discovered 15,114 advertisements deemed unlawful. These promotions originated from gambling operators lacking proper authorization from the Netherlands gambling regulator, known as the Kansspelautoriteit (KSA).
According to the research, these advertisements accumulated approximately 75.8 million views throughout the month. Investigators determined that Meta likely collected between €606,551 and €1.1 million from these unauthorized promotions during March exclusively.
When extrapolated across a full year, the projected revenue ranges from €7.3 million to €13.6 million annually.
Younger Demographics Disproportionately Exposed
The data concerning younger audiences emerged as a primary focus of the investigation. Approximately 5.8 million impressions during March reached individuals between 18 and 24 years old.
This number extrapolates to roughly 71 million impressions directed at this demographic annually.
Overall, 65.4% of the unlawful advertisements specifically targeted audiences below age 24. Licensed gambling operators in the Netherlands have been prohibited from targeting this age demographic since July 2023.
A single Holland Casino advertisement allegedly reached over 21,000 Dutch users between ages 18 and 24. Investigators calculated that more than 15% of this particular advertisement’s total Dutch audience consisted of individuals under 24.
The KSA’s prior research determined that 11.2% of examined advertisements targeted age demographics including users aged 18 to 23.
Evasion Strategies Employed by Advertisers
The investigation documented multiple techniques advertisers utilized to circumvent detection. Numerous campaigns operated for extremely brief intervals, with a median length of only three days. Approximately 93% ran for less than two weeks.
Additional strategies included utilizing app store URLs that redirected users toward unlicensed gambling platforms, falsely representing established Dutch brands, and deploying fabricated testimonial profiles.
Approximately 38.3% of the identified promotions were eliminated during the study timeframe. However, the research emphasized that fresh unauthorized advertisements materialized more rapidly than existing ones were deleted.
The KSA submitted over 4,600 violation reports to Meta during April regarding unauthorized gambling materials on Facebook and Instagram.
The Dutch government has been deliberating a comprehensive prohibition on gambling marketing. In January, government documents drew comparisons between gambling and sex work. Industry association VNLOK cautioned that a total prohibition might drive activity toward unregulated channels. The KSA additionally reminded licensed operators last week that infractions during the World Cup period would encounter immediate enforcement action.
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