VNLOK Takes Meta to Court Over Illegal Gambling Advertising
Netherlands.- 30 September 2026 | www.zonadeazar.com Dutch gambling trade body VNLOK has taken Meta to court in Amsterdam over what it considers insufficient action against advertisements from unauthorised gambling operators across Facebook and Instagram.
The association argues that Meta’s platforms continue to be used to target Dutch consumers with illegal gambling advertising despite repeated reports and warnings.
More Than 90% of Ads Analysed
VNLOK based its legal action on several studies examining gambling advertising on Facebook.
According to the association, more than 90% of the analysed gambling advertisements were linked to illegal operators.
The findings intensified concerns over the effectiveness of Meta’s advertising controls.
Limited Removal Rates
The organisation also reported that only a small proportion of the identified illegal content was removed.
Its studies indicated removal rates of approximately:
- 11% in May.
- 15% in June.
VNLOK considers these figures insufficient given the scale of the advertising identified.
Amsterdam Court Action
After previously warning that legal action could follow, VNLOK has now formally escalated the dispute.
The association wants Meta to take greater responsibility for advertising distributed through its platforms and introduce structural measures preventing illegal gambling operators from reaching Dutch consumers.
Statements
VNLOK Chairman Björn Fuchs said the organisation had repeatedly highlighted the scale of the problem and asked Meta to cooperate on a structural solution.
He said the lack of sufficient results ultimately led VNLOK to take the matter before a Dutch court.
Fuchs also stressed that large online platforms provide a key route through which illegal operators can reach consumers.
European Commission Complaint
The legal case follows earlier action at European level.
In June, VNLOK filed a complaint with the European Commission over the volume of illegal gambling advertising appearing across Facebook and Instagram.
The Amsterdam proceedings now add a domestic legal dimension to that dispute.
Role of the KSA
The Dutch gambling regulator, Kansspelautoriteit, has also placed increasing attention on illegal social media advertising.
The KSA has submitted thousands of reports to Meta regarding promotional content associated with unauthorised operators.
The case is increasing pressure to strengthen the regulator’s enforcement tools.
Parliamentary Debate
Dutch lawmakers are also considering a motion that would expand the KSA’s powers.
The proposal would allow the regulator to issue financial penalties or enforcement orders against businesses disseminating illegal gambling advertising.
That could potentially include major technology platforms such as Meta and Google.
Licensed Versus Illegal Market
VNLOK argues that the problem also creates an uneven environment for licensed operators.
While regulated companies face strict advertising restrictions, illegal brands continue using social platforms to acquire customers.
The association warns that this can make it harder for consumers to distinguish between licensed and unlicensed gambling offers.
Regulatory Pressure on Meta
Meta is facing increasing scrutiny over gambling advertising controls in regulated markets.
Authorities and trade bodies are demanding stronger systems to identify illegal advertisers, respond to reports and prevent repeat violations.
The Dutch case could therefore become relevant to the wider debate over digital platform responsibility.
Industry Context
The Netherlands is undergoing a broader review of gambling policy.
Alongside black-market concerns, lawmakers are discussing tighter advertising restrictions for licensed operators and stronger protections for vulnerable consumers.
VNLOK argues that reforms must also address the reach of the illegal sector.
Next Steps or Impact
The Amsterdam court will now consider the claims brought against Meta.
At the same time, lawmakers will continue debating whether the KSA should receive stronger powers to act directly against digital platforms.
The case could influence how Facebook, Instagram and other online platforms manage gambling advertising across regulated European markets.
Editó: @fonta
