A complaint has been filed against Meta by the Dutch gambling industry association VNLOK, alleging the company’s platforms, Facebook and Instagram, have failed to adequately control illegal gambling advertisements. According to VNLOK, in the last quarter of 2025, over 70,000 gambling-related ads appeared, with more than 95% linked to unlicensed operators. Despite Meta’s efforts to remove these ads when flagged, VNLOK claims only a fraction were taken down.
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Meta’s Reactive Approach Under Fire
VNLOK criticizes Meta for its “reactive” approach, arguing that the company relies on reports from users or regulators to address issues, rather than proactively monitoring its platforms. “It’s like mopping up a flood while leaving the tap running,” VNLOK stated, highlighting the persistent challenge of content oversight. This isn’t new terrain for Meta, which has faced similar allegations in other jurisdictions over the years. Licensed operators in the Netherlands have also voiced concerns, noting their unlicensed competitors often neglect the safeguards established to mitigate gambling harm. VNLOK chairman Björn Fuchs expressed concern over the exposure of vulnerable groups, including young people, to risky gambling opportunities. This misalignment is troubling for an industry trying to balance growth with responsibility.
Regulatory market in the Netherlands
The complaint coincides with a tightening regulatory market in the Netherlands. Since July 2023, the country has banned untargeted gambling ads and barred sports sponsorship deals tied to gambling—a move aimed at curbing gambling-related issues. However, these measures have sparked debate among industry stakeholders, including the Kansspelautoriteit (KSA), the Dutch gambling regulator. The KSA’s 2025 annual report highlights the scale of the issue. Thousands of complaints about illegal gambling promotions on Meta’s platforms are lodged each month. But ads often remain visible for about 36 hours before being taken down, with variations frequently reappearing. A concerning trend the KSA noted is the decline in channelisation, dropping to 49% in early 2025—indicating fewer players are using legal platforms.
Potential Impact of Further Restrictions
There’s unease within the industry about the unintended effects of strict regulations. Lawmakers are weighing proposals for a total ban on gambling advertisements, which could exacerbate the shift towards unregulated platforms, further undermining responsible gambling efforts. Industry experts caution against over-regulation, pointing out that driving players underground could negate gains made by controlled market environments. But the black market’s parity with the regulated sector, generating over €1 billion annually, underscores the stakes. But this situation presents a major challenge as operators strive to maintain consumer trust while expanding market share. The European Commission will now consider VNLOK’s complaint as part of its broader regulatory scrutiny. Meanwhile, the Dutch government is expected to deliberate on advertising restrictions later this year, potentially reshaping the market of online gambling in the Netherlands.
Garry Sputnim is a seasoned journalist and storyteller with over a decade of experience in the trenches of global news. With a keen eye for uncovering stories that resonate, Alex has reported from over 30 countries, bringing light to untold narratives and the human faces behind the headlines. Specializing in investigative journalism, Garry has a knack for technology and social justice issues, weaving compelling narratives that bridge tech and humanity. Outside the newsroom, Garry is an avid rock climber and podcast host, exploring stories of resilience and innovation.
