KSA intensifies action against illegal gambling ads on Meta platforms

The Dutch gambling regulator Kansspelautoriteit (KSA) has intensified its efforts to combat illegal gambling advertising on social media platforms operated by Meta. The authority confirmed that it submitted more than 4,600 reports concerning advertisements linked to unlicensed gambling operators during April alone. The move forms part of a broader regulatory strategy aimed at protecting Dutch consumers from potentially misleading online gambling promotions.

According to the KSA, the increasing number of illegal gambling advertisements circulating on platforms such as Facebook and Instagram has become a growing concern within the Netherlands’ regulated gambling market. Regulators believe that many of these advertisements are designed to appear legitimate by using the names, images and branding of recognised Dutch athletes, celebrities and major companies.

The authority stated that many consumers may struggle to distinguish between licensed and unlicensed operators, particularly when advertisements imitate trusted brands or public figures. The KSA has therefore expanded cooperation with Meta and other stakeholders through a dedicated working group focused on illegal gambling activity online.

KSA expands cooperation with Meta

The regulator explained that the working group meets regularly to discuss developments in illegal gambling advertising and to coordinate enforcement strategies. During recent meetings, participants reportedly exchanged information regarding current trends, enforcement practices and methods used by illegal operators to reach consumers through social media.

The discussions also focused on trademark protection and the misuse of corporate identities in online advertising campaigns. According to the KSA, unlicensed operators frequently use recognisable logos and names to create an appearance of legitimacy and trustworthiness.

In its statement, the regulator said:

“Illegal gambling providers place many advertisements on social media. In doing so, they use names and logos of well-known Dutch athletes and major brands to enhance their credibility. It is often difficult for consumers to determine whether a gambling provider holds a licence. To protect consumers, the KSA is therefore making a strong effort to combat online advertising by illegal providers.”

The regulator did not publicly identify specific operators or brands involved in the reported advertisements. Instead, the KSA maintained a broad consumer protection focus in its communications, reflecting a cautious and legally measured approach toward enforcement disclosures.

Social media advertising under increasing scrutiny

The latest developments highlight the broader challenges regulators face when monitoring gambling-related advertising on large digital platforms. Social media companies operate advertising systems that allow campaigns to be distributed rapidly across wide audiences. Regulators across Europe have increasingly expressed concerns that such systems may unintentionally expose vulnerable users or underage individuals to gambling content.

In the Netherlands, gambling advertising rules have become significantly stricter in recent years following political and public concerns regarding the rapid growth of online gambling marketing after market liberalisation. Authorities have repeatedly stressed that gambling advertisements must not target vulnerable groups including young adults.

The KSA’s recent enforcement focus demonstrates the regulator’s intention to strengthen oversight not only of illegal operators but also of advertising practices conducted by licensed gambling companies.

Research raises concerns over licensed operators

Concerns surrounding gambling advertising in the Netherlands are not limited to unlicensed providers. A recent academic study conducted by researchers from the City University of Hong Kong and the University of Bristol examined the advertising practices of licensed gambling operators on Meta platforms.

The study reportedly found that a notable proportion of advertisements from KSA-licensed gambling companies may have breached Dutch age-targeting restrictions. Dutch regulations prohibit gambling advertisements from targeting individuals under the age of 24.

Researchers found that online gambling operators generally demonstrated stronger compliance levels. Only 7.3 per cent of online gaming advertisements reviewed in the study were considered potentially non-compliant with age restrictions.

However, the study indicated significantly higher non-compliance rates among land-based gambling licence holders. Nearly 30 per cent of campaigns from offline operators were found to potentially breach Dutch advertising rules aimed at preventing exposure to younger audiences.

The findings have intensified debate regarding the effectiveness of platform-level advertising controls and the responsibilities of both operators and technology companies.

Questions raised over Meta’s advertising tools

One of the central issues identified in the research involved Meta’s automated advertising optimisation system known as Advantage+. According to the study, the tool automatically sets the starting age target for campaigns at 18 unless advertisers manually adjust the settings.

Researchers suggested that this default configuration may contribute to accidental non-compliance with Dutch gambling advertising laws, particularly where operators fail to implement additional restrictions excluding individuals aged between 18 and 23.

The report also highlighted limitations within Meta’s reporting and analytics systems. Specifically, researchers noted that age data is often grouped into broad demographic categories such as 18 to 24 rather than single-year age brackets. This reportedly makes it more difficult for advertisers to verify whether advertisements are reaching prohibited age groups.

As a result, the study recommended that Meta provide advertisers with more detailed age-based reporting tools. Researchers also proposed that country-specific legal age restrictions should be integrated automatically into advertising systems depending on the jurisdiction where advertisements are displayed.

The recommendations were framed as potential compliance improvements rather than accusations of intentional wrongdoing by either Meta or licensed operators.

Pressure grows for tighter gambling advertising controls

The debate over gambling advertising in the Netherlands has intensified amid wider political discussions concerning public health, consumer protection and responsible gambling policies.

Dutch authorities have already implemented multiple restrictions on gambling advertising across television, radio and public spaces. However, social media remains a particularly challenging area for enforcement due to the scale and speed of digital advertising activity.

The academic study also proposed stronger regulatory oversight measures including the potential pre-authorisation of gambling advertisements before publication. Such measures would represent a major shift in advertising regulation and could significantly increase compliance obligations for operators and advertising platforms.

Meanwhile, some policymakers in the Netherlands have advocated for even stricter measures including a near-total ban on gambling advertising. Supporters of stricter regulation argue that reducing public exposure to gambling promotions could help minimise gambling-related harm among vulnerable individuals and younger audiences.

Industry stakeholders, however, have previously argued that regulated advertising also serves an important role in directing consumers toward licensed and supervised operators rather than unregulated alternatives.

Balancing regulation and consumer protection

The KSA’s latest actions reflect the increasingly complex balance regulators must maintain between consumer protection, legal advertising rights and digital platform oversight.

Illegal gambling remains a persistent challenge for regulators across Europe as unlicensed operators continue to use international platforms to target consumers beyond national licensing frameworks. Social media advertising, influencer marketing and digital sponsorships have become key enforcement concerns for gambling authorities worldwide.

At the same time, licensed operators face growing compliance obligations as regulators strengthen advertising standards and monitoring expectations. The Netherlands has emerged as one of the stricter European jurisdictions regarding gambling promotion, particularly in relation to younger audiences.

While the long-term effectiveness of increased reporting and stricter enforcement remains to be seen, the KSA’s recent actions demonstrate that Dutch authorities intend to maintain significant pressure on both illegal operators and advertising platforms operating within the country’s digital landscape.

Conclusion

The Dutch gambling regulator KSA has significantly expanded its enforcement activities against illegal gambling advertising on Meta-owned platforms, submitting thousands of reports within a single month. The regulator’s actions underline growing concerns about consumer protection, misleading online promotions and the exposure of younger audiences to gambling-related content.

At the same time, recent academic findings regarding advertising practices among licensed operators have added further complexity to the debate surrounding gambling marketing regulation in the Netherlands. Questions regarding platform responsibility, automated advertising tools and age-targeting compliance are likely to remain central issues as regulators continue to tighten oversight.

As the Dutch government and regulatory bodies evaluate additional restrictions, the gambling industry may face an increasingly demanding compliance environment. The developments also highlight broader international challenges surrounding digital advertising regulation and the responsibilities shared by operators, technology platforms and regulators in maintaining safe and transparent online environments.

FAQs

What is the KSA?
The Kansspelautoriteit, commonly known as the KSA, is the official gambling regulator in the Netherlands responsible for supervising licensed gambling activities and enforcing gambling laws.

Why did the KSA report advertisements to Meta?
The KSA reported advertisements linked to unlicensed gambling operators that were allegedly appearing on Facebook and Instagram platforms.

How many reports did the KSA file in April?
The regulator stated that it submitted more than 4,600 reports regarding illegal gambling advertisements during April.

What concerns does the KSA have about illegal gambling ads?
The regulator believes illegal operators may mislead consumers by using trusted brand identities, athlete names and logos to appear legitimate.

What platforms are involved in the investigation?
The reports were submitted to Meta, the company that owns Facebook and Instagram.

What did the academic study discover about gambling ads?
The study found that some advertisements from licensed gambling operators may not have fully complied with Dutch age-targeting restrictions.

What age restrictions apply to gambling advertisements in the Netherlands?
Dutch regulations prohibit gambling advertisements from targeting individuals under the age of 24.

What is Meta’s Advantage+ tool?
Advantage+ is Meta’s automated advertising optimisation system that assists advertisers in targeting and distributing campaigns.

Why are regulators concerned about automated advertising tools?
Researchers believe automated systems may contribute to compliance issues if advertisers do not manually apply stricter targeting settings.

Could the Netherlands introduce stricter gambling advertising laws?
Yes. Policymakers and researchers have discussed stronger measures including tighter controls and potential broader advertising bans.