Vergunde Nederlandse Online Kansspelaanbieders (VNLOK) is taking legal action against Meta and has filed a complaint with the European Commission over illegal gambling advertisements appearing on its social media platforms.
Dutch newspaper De Telegraaf has also reported that some of the illegal adverts included images of international football stars Cristiano Ronaldo and Virgil van Dijk.
VNLOK stated that Meta’s measures in tackling illegal gambling ads on Facebook and Instagram are ‘structurally inadequate’, that vulnerable groups are being reached in large numbers and that the company is refusing to enter substantive dialogue.
However, VNLOK also believes other companies, such as Google, as well as relevant banks and game providers, can do more to tackle the activity of illegal gambling operators in the Netherlands, including advertising.
VNLOK: Meta needs to do more
The trade association noted that an average of over 70,000 gambling ads targeting the Netherlands were visible on Meta platforms during the fourth quarter of last year. Over 95% of the ads were from illegal providers, but less than 5% were removed from the platforms.
The Netherlands’ illegal gambling market is now approximately as large as the legal market, according to VNLOK, with an estimated €1bn involved in illegal online gambling annually.
Meta was criticised by VNLOK for their approach of relying primarily on retroactive reporting via standard user tools.
VNLOK Chair Björn Fuchs stated: “That is like trying to mop up water with the tap still running. Illegal providers keep returning with new advertisements. The Gaming Authority submits thousands of reports of illegal gambling advertisements to Meta every month.
“Large online platforms are legally obliged to continue investing in the detection, monitoring, and restriction of illegal gambling advertisements targeting Dutch consumers. As long as Meta fails to meet its legal obligation, the illegal market will continue to grow and vulnerable players will be exposed to significant risks.
“That is why we are now taking legal action as well as taking the matter to Brussels.”
VNLOK argued that large online platforms are obliged to take ‘adequate measures to limit the risks of illegal content on their platform, especially if it occurs structurally and on a large scale’ under the European Digital Services Act (DSA), a system which it says ‘fails structurally short at Meta’.
The trade association added that the social media company refuses ot enter substantive dialogue, despite being ordered in recent years by Dutch courts to remedy a structural violation of the DSA.
Legal action
As a result, VNLOK is taking legal action against Meta, requesting a judge’s declaration that the company has violated the DSA and ‘is directly liable for the illegal content; an order compelling Meta to comply with the DSA’ such as using better systems to prevent and detect problems with a penalty for each day it fails to comply.
The association is also calling for a European Commission investigation into Meta with enforcement and possible sanctions if violations of the DSA are determined.
This isn’t the first time VNLOK has called for more action in combating the illegal market in the Netherlands, as back in April, the trade association called for Dutch policymakers to gain a clearer picture of the illegal market and tackle it with increased intensity.
Addressing advertising and tackling illegal operators are two of the five key themes of Kansspelautoriteit’s (KSA) supervisory agenda for 2026, alongside protecting vulnerable groups, supervising the duty of care and supervising compliance with the Anti-Money Laundering and Anti-Terrorist Financing Act (Wwft).
The KSA previously stated that money going to illegal operators must be reduced by working with providers to disrupt the market and make it less viable. Advertising by the illegal market must also be addressed to promote compliance with advertising rules; prohibition of the use of role models, influencers, streamers, untargeted advertising and sports sponsorships.
iGaming Expert has reached out to the KSA for comment on the legal action by VNLOK against Meta.
