VNLOK to Sue Meta Over Illegal Gambling Ads
The group, which represents major operators including Entain, bet365 and MGM Resorts, also confirmed it will file a complaint with the European Commission over what it describes as the “large-scale dissemination” of unlicensed gambling promotions on Meta’s platforms.
The Netherlands’ online gambling trade association VNLOK has announced plans to take legal action against Meta in the EU, accusing the tech giant of failing to adequately prevent the spread of illegal gambling advertising across Facebook and Instagram.
The group, which represents major operators including Entain, bet365 and MGM Resorts, also confirmed it will file a complaint with the European Commission over what it describes as the “large-scale dissemination” of unlicensed gambling promotions on Meta’s platforms.
Industry warns of rising black market exposure
VNLOK argues that existing safeguards are not strong enough, claiming that illegal operators continue to reach users at scale, including vulnerable audiences such as minors and problem gamblers.
Chairman Björn Fuchs said the issue extends beyond economics, framing it as a wider consumer protection failure.
“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,” he said.
The association also claims Meta has repeatedly refused to engage in meaningful dialogue on the issue.
Channelisation concerns intensify in the Netherlands
The move comes against a backdrop of growing concern over the Dutch gambling market, where channelisation rates have reportedly declined following tighter advertising restrictions, higher taxes and broader regulatory tightening.
VNLOK claims the black market has now grown to a scale comparable with the regulated sector, estimating that more than €1bn is being staked annually on unlicensed platforms.
At the heart of the dispute is whether digital platforms are doing enough to prevent illegal operators from advertising to EU users, with VNLOK arguing that current enforcement systems remain structurally insufficient.
The trade body’s legal challenge, alongside its European Commission complaint, signals an escalation in scrutiny of Big Tech’s role in policing gambling content, particularly in tightly regulated markets like the Netherlands where advertising rules have been significantly tightened.
