Dutch gambling operators take Meta to court over illegal ads
The Netherlands’ licensed gambling industry is taking Meta to court, claiming the Facebook and Instagram owner isn’t doing enough to prevent illegal gambling companies from advertising to Dutch players.
Trade association VNLOK has summoned Meta to the Amsterdam District Court over advertising for unlicensed gambling sites appearing across its platforms.
VNLOK represents locally licensed online gambling companies and argues that Meta’s existing controls have repeatedly failed to keep black-market advertising away from Dutch consumers.
The dispute is particularly significant because the Netherlands operates a tightly controlled regulated online gambling market.
Operators need a licence from gambling regulator Kansspelautoriteit to legally offer online casino or sports betting products to Dutch customers.
Licensed operators also face substantial restrictions on how and where they can advertise.
VNLOK argues that those rules are being undermined when unlicensed competitors continue reaching the same consumers through Facebook and Instagram.
The association says more than 90% of illegal gambling advertisements identified on Facebook involve operators without a Dutch licence.
Its complaint isn’t simply that individual advertisements occasionally slip through Meta’s systems. VNLOK alleges that illegal advertisers can return after removal by using new accounts and domains, creating a cycle where advertisements are removed only to reappear in slightly different form.
The trade group wants Meta to implement stronger preventative measures rather than relying primarily on removing offending content after it is detected.
The case arrives as Dutch politicians are also considering giving gambling regulator Kansspelautoriteit stronger powers against online platforms that facilitate illegal gambling advertising.
That reflects a broader regulatory trend in Europe.
Authorities increasingly aren’t limiting enforcement to the gambling operator itself. Payment providers, affiliates, technology companies and advertising platforms are coming under pressure where regulators believe they enable unlicensed gambling businesses to reach customers.
Florida took a similar approach this week when its Attorney General demanded that Google, Meta, TikTok, Reddit and Snap explain what they were doing to prevent advertising for sweepstakes casinos including Stake and VGW brands from reaching Florida residents.
The Dutch action differs because it is being driven by the licensed gambling industry itself rather than the regulator.
For VNLOK’s members, the commercial argument is straightforward: licensed companies are paying taxes, meeting Dutch regulatory requirements and complying with increasingly restrictive advertising rules while illegal competitors can potentially advertise without accepting those same costs.
The Amsterdam District Court will now be asked to determine whether Meta has done enough to prevent its platforms being used to advertise illegal gambling.
