VNLOK Accuses Meta of Facilitating a Digital Gambling ‘Wild West’

Netherlands.- 13 October 2026 | www.zonadeazar.com Dutch trade association VNLOK has intensified its criticism of Meta over the proliferation of unlicensed gambling advertising across Facebook and Instagram.

Chairman Björn Fuchs said the technology company is facilitating a “digital Wild West” in which illegal operators can target Dutch consumers while licensed businesses remain subject to strict marketing and responsible gambling requirements.

VNLOK Takes Meta to Court

The organisation has already summoned Meta before an Amsterdam court.

The action represents an unusual escalation for the industry, making VNLOK one of the first regulated gambling trade bodies to directly pursue a major technology platform over illegal gambling advertising.

Up to 97% of Ads Linked to Illegal Operators

Research commissioned by VNLOK found that between 94% and 97% of gambling advertisements analysed on Facebook and Instagram and targeting Dutch consumers were linked to operators without a local licence.

The association argues that such levels demonstrate the inadequacy of current moderation systems.

Thousands of Reports to Meta

The Kansspelautoriteit, KSA, has also stepped up enforcement activity.

During April 2026 alone, the Dutch regulator reported more than 4,600 illegal gambling advertisements to Meta.

The authority views social media as one of the main acquisition channels used by offshore gambling operators.

Limited Removal Rate

VNLOK argues that only a limited proportion of reported content is eventually removed.

Previous monitoring by the association showed that Meta took down only a small share of identified illegal advertisements even after receiving reports.

Vulnerable Players Targeted

One of the most serious concerns relates to advertising aimed at vulnerable consumers.

Recent investigations identified illegal casino campaigns specifically targeting people registered with CRUKS, the Dutch national gambling self-exclusion system.

These players are supposed to be protected from gambling-related commercial incentives.

Bonuses and No-KYC Offers

Illegal operators frequently use marketing claims that licensed businesses cannot easily match.

These include:

Large bonuses.
High advertised RTPs.
No betting limits.
No-KYC messaging.
Promises of frictionless gambling.

VNLOK argues that these offers can be particularly attractive to players seeking to avoid regulated-market safeguards.

Channelisation Under Pressure

The issue coincides with a sharp decline in Dutch channelisation.

Estimated rates fell from:

66% in 2023.
57% in 2024.
49% in 2025.

This suggests an increasing proportion of gambling spend is moving towards unlicensed platforms.

Legal-Market Regulation Also Plays a Role

Fuchs acknowledges that illegal advertising is not the only challenge.

The Netherlands applies a 37.8% GGR tax, strict marketing restrictions and extensive duty-of-care requirements.

VNLOK has repeatedly warned that excessive restrictions can weaken the competitiveness of licensed operators against offshore alternatives.

A Solution “Isn’t Rocket Science”

Fuchs believes Meta could apply a relatively straightforward filtering approach.

Every jurisdiction maintains a list of locally licensed gambling operators.

In his view, companies not appearing on the Dutch list should simply be prevented from targeting gambling advertisements at Dutch consumers.

Early Signs of Cooperation

There are also signs of greater cooperation between gambling companies and technology platforms.

Nordic operator Paf recently announced a pilot with Meta involving the sharing of licence documentation, URLs and other data to help distinguish legal from illegal operators.

Fuchs sees potential in such initiatives, while maintaining that platforms themselves must take greater responsibility.

Potential European Coordination

VNLOK is also in contact with other European gambling associations and government agencies.

The organisation has not ruled out broader coordinated action if the problem persists.

Next Steps or Impact

The case against Meta could become an important precedent in determining how far major digital platforms are responsible for illegal gambling advertising.

VNLOK wants Meta to implement more proactive controls and is also supporting stronger powers for the KSA to sanction technology intermediaries facilitating illegal campaigns.

The dispute reflects a wider challenge across regulated European markets: protecting consumers and maintaining a competitive licensed sector while offshore operators use global platforms to acquire players without facing equivalent regulatory obligations.

Editó: @fonta