Dutch Gambling Association Sues Meta Over Escalating Illegal Betting Promotions

The Dutch online gambling trade association, VNLOK, has announced its intention to take legal action against Meta within the European Union, citing the platform’s failure to adequately block illegal gambling advertisements across Facebook and Instagram. Representing major operators such as Entain, bet365, and MGM Resorts, VNLOK revealed on June 22 that it plans to both initiate legal proceedings and lodge a formal complaint with the European Commission. The complaint pertains to the widespread distribution of unlicensed gambling ads on social media platforms.

This move comes amid heightened concerns over the Dutch black market, which has surged following a broad advertising ban, increased taxes, and stricter regulatory measures that have significantly reduced licensed market activity.
VNLOK criticizes Meta’s current measures as fundamentally insufficient, noting that vulnerable groups including minors are being targeted and masse by illegal gambling advertisements.

Björn Fuchs, chairman of VNLOK, emphasized, “This is not only an economic problem, but above all a major risk to consumer protection. Illegal providers do not adhere to rules regarding addiction prevention and actively target vulnerable groups such as minors and problem gamblers.” The trade body also pointed out that Meta has reportedly been resistant to engaging in meaningful dialogue on the issue for an extended period.

Read Also: ELA Games and Fonbet launch slots partnership in Greece

Furthermore, VNLOK highlighted that the size of the black market now rivals that of the licensed sector, with estimates suggesting over €1 billion is spent annually on unlicensed platforms. Research indicates that in Q4 2025, over 70,000 gambling advertisements targeting Dutch consumers were visible on these platforms.

VNLOK claims that Meta has removed less than 5% of these advertisements, relying primarily on reactive reporting through standard user tools, a method they argue is inadequate given the scale of the problem. The trade body stated: “That is like trying to mop up water with the tap still running. Illegal providers keep returning with new advertisements. The Gaming Authority submits thousands of reports of illegal gambling advertisements to Meta every month.” It concluded: “Large online platforms are legally obliged to continue investing in the detection, monitoring, and restriction of illegal gambling advertisements targeting Dutch consumers. As long as Meta fails to meet its legal obligation, the illegal market will continue to grow, exposing vulnerable players to significant risks.”