the online gambling trade association VNLOK has raised concerns with Meta regarding the substantial presence of illegal gambling advertisements on Facebook. On January 26, 2026, VNLOK announced findings from a recent audit of Meta’s public Ads Library covering the months from October to December 2025. The review indicated that over 95% of gambling promotions identified on Facebook during this period originated from unlicensed operators. This issue challenges the regulatory framework established in the Netherlands, which encourages consumers to utilize licensed platforms that offer enhanced safeguards.
VNLOK’s examination identified two main areas of illegal activity: gambling-focused Facebook pages and individual advertisements. Across the reviewed months, between 96% and 98% of these ads were linked to unauthorized operators. The analysis revealed that illegal advertisements typically lasted between 1.5 to 2 days, despite most being visible for less than a day. Nevertheless, these brief appearances were capable of generating substantial impressions, peaking at around 50 million in November.
In a statement, VNLOK’s chairman Björn Fuchs described the situation as “startling.” He cautioned that the influx of unregulated marketing not only diverts players from legally sanctioned sites but also erodes trust in the regulated market. Moreover, VNLOK observed that illegal gambling content often appears in viral social media posts, posing a heightened risk of exposure to minors and young adults.
VNLOK’s appeal to Meta emphasized the necessity for a proactive approach beyond the current reactive measures of reporting and ad removal. The trade group urged Meta to enhance its detection capabilities, implement stricter advertiser verification processes, and expedite the removal of gambling ads targeting Dutch users. Additionally, VNLOK called upon the Dutch gambling regulator, Kansspelautoriteit (KSA), to intensify efforts against marketing agencies and platforms facilitating access to illegal gambling sites.
This Dutch complaint against Meta follows similar criticism from the UK Gambling Commission, which also highlighted inadequacies in Meta’s oversight of illegal gambling advertisements. UK Gambling Commission’s executive director, Tim Miller, argued that a company of Meta’s stature should not depend on external regulators to identify violations that could be detected with its own tools. Meta has responded by stating its commitment to enforcing strict policies on gambling ads and has been collaborating with UK regulators to bolster its proactive detection efforts.
As the situation develops, attention turns to how Meta and regulatory bodies will address the challenges of monitoring and controlling illegal gambling advertising on social media platforms. The outcomes of these interventions could set precedents for handling similar issues across Europe, impacting both the digital advertising landscape and the regulatory environment for online gambling.
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