Dutch Gambling Firms Sue Meta Over Illegal Betting Ads

Licensed gambling operators in the Netherlands have launched legal action against Meta, accusing the company of failing to effectively stop advertisements for illegal gambling websites on Facebook and Instagram.

The operators, represented by the trade association VNLOK, have also filed a complaint with the European Commission, arguing that current enforcement efforts are inadequate.

According to VNLOK, more than 70,000 gambling advertisements appeared on Meta’s platforms during the final quarter of 2025, with over 95 percent allegedly originating from illegal gambling operators.

The association claims Meta generally removes illegal advertisements only after they have been reported, allowing new versions to quickly reappear under different names or web addresses.

Meta acknowledged the challenge in a response, stating that it cannot prevent every illegal gambling advertisement from appearing and is working on measures to better detect and remove them.

The Dutch gambling regulator, Kansspelautoriteit, said it reports thousands of illegal advertisements to Meta each month. However, the ads reportedly remain visible for an average of about 36 hours before removal and often return shortly afterward.

Concerns over World Cup-related ads

Licensed operators say many illegal gambling sites are using images of high-profile football stars such as Cristiano Ronaldo and Virgil van Dijk in promotions linked to the FIFA World Cup.

VNLOK argues that unlicensed operators ignore consumer protection rules designed to prevent gambling addiction and protect vulnerable users, including young people.

Chairman Björn Fuchs warned that the growing presence of illegal operators exposes players to significant risks because those sites are not subject to Dutch regulatory safeguards.

Debate over stricter gambling rules

The dispute comes shortly after the Dutch government announced plans for a broader crackdown on gambling advertising, including proposals for a complete ban on online gambling advertisements and promotional bonuses.

Licensed operators argue that further restrictions on legal companies could unintentionally drive more consumers toward unregulated gambling websites.

Online gambling became legal in the Netherlands in 2021. Since then, concerns have grown about the expansion of illegal gambling platforms. Recent reports from the regulator indicate that Dutch consumers now spend more money on illegal gambling sites than on licensed ones.

People experiencing gambling-related problems can seek support through national help services available in the Netherlands.