VNLOK Says Illegal Operators Dominate Dutch Meta Gambling Ads

A new VNLOK review found that almost all gambling ads reaching Dutch Facebook and Instagram users in May and June came from unlicensed operators. Short campaign lifetimes are also limiting the effect of Meta’s removals.

VNLOK periodically reviews Meta’s Ads Library by identifying Facebook pages that advertise around casino-related search terms. It then examines campaigns by reach, audience, duration, and license status.

Most High-Reach Ads Came From Unlicensed Brands

For its latest analysis, the association selected 65,000 gambling ads with the largest reach. The results were similar across both months:

96.5% of the selected ads in May were classified as illegal;
The share was 93.7% in June;
Among ads from identified Facebook pages, 96% in May and 98.8% in June linked to unlicensed operators.

The number of Facebook pages carrying gambling ads expanded quickly. VNLOK counted 697 in May and 3,237 in June. Many were presented as unrelated businesses or community pages rather than gambling brands. The categories included fan pages, marketing agencies, entertainment sites, and personal blogs.

Short Campaigns Outrun Meta Removals

The advertising was highly temporary. In May, an ad stayed online for an average of 1.58 days, while 76% ran for less than 24 hours. The June average increased to two days, but 65% still disappeared within a day.

Meta removed 11% of more than 60,000 illegal ads identified in May and 15% in June, according to VNLOK. The rate improved from earlier reviews, but the association says timing remains the main weakness. A campaign can collect much of its reach before a platform takes action.

Advertisers can then return through another page or identity, reducing the impact of individual removals.

Cloaking and Telegram Add New Routes

VNLOK also documented methods used to hide where gambling ads lead. Cloaking can show different landing pages depending on the visitor. A regulator may see an error page, while a targeted user is sent to an illegal casino offer.

The association also found Telegram redirects in June. Some Facebook ads sent users to channels promoting bonuses, where bots opened mini-apps functioning as online casinos. Other campaigns used names or logos of established Dutch gambling brands without authorization.

VNLOK wants Meta to verify the license status of gambling advertisers before campaigns targeting the Netherlands are approved. It also wants stronger action against intermediaries that help distribute illegal offers. The group has launched legal proceedings against Meta and filed a complaint with the European Commission.

Pre-Approval Checks Become the Main Issue

The data points to a speed problem in platform enforcement. When many campaigns last only hours, removal after publication can come too late. Pre-approval license checks would target that weakness directly. Without them, better removal rates may still leave illegal operators enough time to reach Dutch users.