Dutch gambling trade body VNLOK has launched legal proceedings against Meta, claiming the social media group fails to prevent illegal gambling operators from advertising to Dutch consumers. Chairman Björn Fuchs said Meta is enabling a “digital Wild West”, and the association argues the case could have consequences across European markets. VNLOK formally served its summons in September and expects a first court hearing before the end of December.
Why VNLOK has gone to court
Dutch licence holders must comply with advertising restrictions and duty-of-care rules, but operators without a Dutch licence continue to reach Dutch audiences through Meta’s platforms, according to VNLOK. In an SBC News interview, Fuchs described Meta’s lack of activity as “extremely disappointing” and said illegal websites were drawing in vulnerable Dutch consumers without any duty of care. The trade body says this is the first time a gambling organisation has pursued legal action against a big technology firm rather than only issuing warnings.
VNLOK is not alone in raising the issue. The UK Betting and Gaming Council wrote an open letter in June asking social media platforms to remove illegal gambling adverts, and the European Gaming and Betting Association has called for stricter enforcement under the Digital Services Act. VNLOK is, however, the first to turn those complaints into legal action, according to SBC News.
Evidence about Meta’s advertising
At the Gaming in Spain Conference, Fuchs presented research based on ten main search terms in Meta’s advertising database. He said 97 per cent of the gambling advertisements identified in that sample were for unlicensed operators. VNLOK also cited a 79 per cent finding relating to the identified adverts, which it argues underlined shortcomings in Meta’s response, and Fuchs said illegal adverts were not being removed by Facebook. Because the adverts often appeared for only a day or a day and a half, he said a system that relies on complaints and later removal cannot work. “So the system is flawed,” he said.
Channelisation and consumer harm
VNLOK links the advertising to the falling share of Dutch gambling taking place with licensed operators. According to SBC News, that channelisation rate was 49 per cent in 2025, down from 66 per cent in 2023 and 57 per cent in 2024. European regulated markets generally aim for a rate of about 90 per cent. Fuchs said attractive adverts with high bonuses and promises of a frictionless experience persuade consumers to look for unlicensed sites. He also cited KVA research showing monthly Google searches for phrases such as “casino without limits” and “casino without KYC” exceed one million in the Netherlands.
A dispute that reaches beyond Dutch law
Although the current claim is based on Dutch law, VNLOK said it is already talking to European counterpart bodies and government departments. Fuchs told delegates in Madrid that the message for other countries is “to pick up that fight, because if you wait for Meta to move, it might be too late.” He added that the responsibility to protect audiences has “no national borders” and that legal progress in countries such as Germany and France could accelerate stronger measures across Europe.
Timeline and legal hurdles
A first court hearing is expected in late December, with substantive proceedings planned for the first quarter of 2027. Fuchs warned that Meta has “a quite big bag of tricks” and said the legal journey could “push us into the next ice age.” The association argues it had to act because repeated complaints did not produce meaningful change, and because illegal adverts continue to reach Dutch users while licensed operators face political scrutiny. At the Gaming in Spain Conference, Fuchs said the sector should take the fight to Meta even if it means a lengthy case.
