Dutch Gambling Trade Group Sues Meta Over Illegal Gambling Ads, Files EU Complaint

Dutch gambling trade association VNLOK is pursuing legal action against Meta and filed a complaint with the European Commission. VNLOK alleges the company has failed to prevent large-scale promotion of illegal gambling operators on Facebook and Instagram.

The association represents licensed online gambling operators in the Netherlands. It claims Meta has failed to comply with obligations under the European Union’s Digital Services Act (DSA) despite repeated warnings about illegal gambling advertisements appearing on its platforms.

VNLOK’s research found that in the last quarter of 2025, an average of 70,000 gambling ads targeting Dutch consumers appeared on Meta platforms. The group claims more than 95% of those advertisements promoted unlicensed gambling operators and that Meta removed fewer than 5%.

VNLOK Chairman Björn Fuchs said the issue extends beyond competition with licensed operators.

This is not only an economic problem, but above all a major risk to consumer protection. Illegal providers do not adhere to rules regarding addiction prevention and actively target vulnerable groups such as minors and problem gamblers.”

The association estimates the illegal market has reached more than €1 billion ($1.15 billion) in annual wagers. That makes it approximately the same size as the regulated sector.

VNLOK Seeks Court Order and EU Intervention

VNLOK criticized Meta’s approach to relying primarily on retroactive reporting via standard user tools.

The organization argues that the DSA requires very large online platforms, such as Meta, to take adequate measures to limit the risks of illegal content, especially when it occurs structurally and on a large scale.

VNLOK said it is pursuing legal action “because Meta refuses to enter into a substantive dialogue with the trade association.”

According to the association, Meta has requested examples of illegal gambling advertisements but has refused “to enter into a substantive dialogue with the trade association.”

The lawsuit seeks a judicial declaration that Meta has violated the DSA and is liable for illegal gambling content appearing on its platforms. VNLOK is also requesting a court order requiring the company to implement stronger systems to detect and prevent illegal gambling advertisements, along with financial penalties for non-compliance.

Separately, the association has asked the European Commission to investigate Meta’s conduct and consider enforcement measures under the DSA.

Meta Also Faces a New California Lawsuit

The Dutch action comes as Meta faces separate litigation in California involving similar allegations regarding gambling advertising.

Earlier this month, California resident Joseph Allen filed a lawsuit against Meta in Sacramento County Superior Court. Allen alleges that the company’s advertising systems directed him toward illegal sportsbook promotions and ultimately a fraudulent gambling operation known as “Gwin Sportsbook.”

The lawsuit claims Meta’s advertising algorithms used user data and online activity to target gambling-related advertisements. It also alleges the company failed to screen gambling advertisers adequately.

The lawsuit is not the first to challenge Meta’s algorithmic systems. Earlier this year, a jury in Los Angeles ordered Meta and Google to pay $6 million in a case alleging that the companies employed behavioral and neurobiological techniques similar to those used by slot machine manufacturers and cigarette companies to drive user engagement.

Growing International Scrutiny

The Dutch and California lawsuits are the latest examples of accusations against Meta’s role in distributing illegal gambling advertising.

Earlier this year, the company faced scrutiny in Australia for failure to remove an Instagram influencer’s posts promoting an illegal offshore platform.

Other regulators have also questioned Meta’s enforcement record on illegal gambling advertising. Earlier this year, the U.K. Gambling Commission’s Executive Director of Research and Policy, Tim Miller, criticized Meta for allowing illegal gambling operators to run ads on its platforms.

Last year, authorities in Brazil ordered Meta to remove illegal gambling advertisements from its platforms. In Malaysia, government officials have similarly called on Meta to take stronger action against illegal gambling activity on its platforms.

While VNLOK’s legal action currently focuses on Meta, the association said other stakeholders, including search engines, banks, and game providers, must also do more to prevent illegal gambling operators from reaching consumers.