Dutch users of Facebook and Instagram continue to encounter large volumes of illegal gambling advertising, according to findings from trade association VNLOK. Its review of Meta’s advertising library found that 96.5% of the 65,000 highest-reach gambling advertisements examined in May 2026 were linked to unlicensed operators. The proportion remained high at 93.7% in June.
The organisation said illegal operators are using methods that make their advertising harder to identify and remove. The findings have prompted VNLOK to pursue legal action against Meta and file a complaint with the European Commission.
Illegal Ads Spread Across Facebook Pages
The investigation found that gambling advertisements appeared on Facebook pages that did not resemble gambling businesses. VNLOK identified more than 100 categories, including fan pages, municipality pages, marketing agencies and entertainment sites.
In May, 96% of gambling advertisements promoted through identified Facebook pages directed users to illegal providers. The figure reached 98.8% in June. The number of pages carrying such advertisements rose from 697 to 3,237 over the same period. The advertisements had short lifespans.
Meta removed 11% of more than 60,000 illegal advertisements in May and 15% in June. VNLOK said the improvement remained limited because advertisements could reach substantial audiences before removal.
“The figures show that illegal gambling advertising on Meta is still widespread. This puts player protection under pressure. Players who gamble illegally are more than four times more likely to have a high-risk profile. That is precisely why it is crucial that these advertisements are stopped before they reach Dutch users.” said Björn Fuchs, Chairman VNLOK
Operators Use New Routes to Reach Players
VNLOK identified cloaking as one technique used to conceal illegal gambling activity. Different visitors can receive different landing pages, with some seeing a fake error message while potential players are directed toward an illegal casino application.
The group also identified Facebook advertisements that send users to Telegram channels promising exclusive bonuses. A bot can then open a casino mini-app inside Telegram.
Another method involves using the names and logos of recognised Dutch gambling brands before directing users to an illegal operator.
VNLOK wants Meta to verify gambling advertisers targeting Dutch consumers before advertisements appear and introduce measures against cloaking and messaging-service redirects. It also called for stronger action against marketing firms, affiliates and platforms facilitating access to illegal gambling.
Wider Scrutiny of Gambling Advertising
VNLOK announced legal proceedings against Meta in June and has lodged a complaint with the European Commission. Its research examines Meta’s Ads Library for advertising reach, audiences, formats, duration and licensing status.
The findings add to wider scrutiny of gambling advertising on social platforms. In France, the Paris Court of Appeal upheld an order requiring Meta to filter certain fraudulent advertisements that misused the Barriere casino brand. Separate research into 277 Meta advertisements found that 7.3% from online licensees and 29.8% from land-based licensees targeted Dutch users aged 18 to 23.
VNLOK argues that consumers should retain a visible legal gambling alternative while authorities address illegal advertising.
Source:
“Massive exposure to illegal gambling advertising undermines player protection”, vnlok.nl, August 27, 2026
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