Meta under scrutiny for illegal gambling adverts on social media

Meta faces growing criticism for its role in hosting and profiting from illegal gambling advertisements on its social media platforms. Industry bodies and regulators in Europe and the United Kingdom have raised serious concerns about the company’s approach to policing gambling ads and protecting vulnerable users. This review examines the latest developments and underlying issues in this ongoing controversy.

Meta’s prominence in social media advertising

Meta Platforms Inc, a global technology company that owns Facebook and Instagram, operates one of the largest digital advertising ecosystems in the world. Its platforms reach billions of users and generate significant revenue from targeted ads. However, this scale has drawn scrutiny from regulators and industry associations over how effectively Meta controls the content that appears on its networks, especially gambling-related content aimed at consumers in jurisdictions with strict licensing requirements.

Legal framework for gambling advertising in the Netherlands

In the Netherlands, gambling is regulated under a licensing regime that aims to protect consumers through strict rules on advertising, player protection measures and self-exclusion mechanisms. Licensed operators must comply with regulatory requirements that include verification of age and responsible gambling warnings. Unlicensed operators, by contrast, are prohibited from promoting their services to Dutch users. Despite these laws, recent findings show a significant volume of illegal gambling adverts still reaching users on Meta’s platforms.

Study reveals widespread illegal gambling adverts

A study commissioned by Vergunde Nederlandse Online Kansspelaanbieders (VNLOK), the Dutch trade association for licensed online gambling operators, analysed Meta’s advertising data for the period from October 2025 through December 2025. According to the findings, more than 95 per cent of the gambling-related adverts visible to Dutch users on Facebook and Instagram were linked to unlicensed operators. These adverts included both individual posts and Facebook pages associated with illegal gambling offerings.

Analysis from the report identified thousands of unique adverts targeted at Dutch consumers. Many of the illegal adverts were active only briefly, often for less than a day, which researchers noted appeared to be a deliberate tactic to evade detection by automated systems. These brief bursts of activity made it harder for Meta’s moderation tools to keep up with the volume of promotions from unlicensed operators.

Removal rates and ongoing challenges

Despite Meta’s policies prohibiting illegal gambling advertisements, the Dutch association’s data indicates removal of such content was minimal. Only a small percentage of illegal adverts were taken down by Meta across the three months studied. The association reported that roughly 3 per cent of illegal adverts were removed in October, 5.2 per cent in November and 4.7 per cent in December.

These low removal rates have fuelled criticism that Meta is not doing enough to enforce its own advertising policies or to protect regulated markets from harmful black market activity. VNLOK has further emphasised that illegal operators replace removed ads quickly, creating a persistent cycle of unlawful content reaching users’ feeds.

Claims about social content beyond traditional ads

Critics have also pointed out that Meta’s challenges extend beyond formal advertising. Illegal gambling promotions appear increasingly in social content that is not categorised as paid advertising. This includes viral videos and posts where gambling site logos and links are embedded even when the content is not flagged as an advert. Such social content can attract vulnerable demographics, including minors and young adults, according to industry observers.

The trade association has expressed particular concern about how this type of informal content effectively promotes illegal gambling offers. These posts may not be subject to the same level of scrutiny as paid adverts and can slip through automated moderation filters more easily, contributing to broader visibility of unlawful gambling material.

Broader regulatory pressure in the United Kingdom

The issue extends beyond the Netherlands. The United Kingdom’s Gambling Commission has also criticised Meta for permitting adverts from unlicensed online casinos to run on its platforms, despite rules intended to prevent such promotions. At a major gaming conference, Tim Miller, Executive Director of Research and Policy at the Gambling Commission, described Meta’s searchable ad library as a “window into criminality” and suggested that if regulators can find illegal gambling adverts with simple keyword searches, then Meta’s systems should be capable of detecting them proactively.

Miller further stated that many adverts featured language that explicitly targeted individuals excluded from gambling through the UK’s GamStop self-exclusion scheme. By promoting “not on GamStop” operators, these ads sought to lure vulnerable players back into gambling activity, undermining consumer protection measures and regulatory intent.

Meta’s response to the criticism

In response to regulatory pressure, Meta maintains that it cooperates with authorities to identify and remove advertising content that violates its policies. A company spokesperson has stated that Meta works closely with regulators and continuously improves its detection systems. While acknowledging the challenges involved in moderating vast amounts of user‑generated content, Meta asserts that it removes flagged ads and integrates insights to strengthen its automated tools.

Even so, critics argue that these actions are insufficient given the scale of illegal advertisements detected and the persistent nature of the problem. They contend that Meta’s reactive approach, which often depends on external reporting rather than proactive detection, allows illegal operators to exploit the platform.

Regulatory responses in the Netherlands

The Dutch regulator Kansspelautoriteit (KSA) has said it will intensify its efforts to combat illegal gambling advertising in 2026. This includes dedicating additional capacity to disrupt the infrastructure used by illicit operators and prioritising enforcement actions against those who profit from illegal gambling promotion.

VNLOK has urged KSA to extend enforcement not only against the illegal operators themselves but also against platforms and marketing firms that enable and amplify unlawful advertising. Industry bodies argue that strong regulatory action must go hand in hand with platform accountability to effectively curb illegal gambling content.

Public concerns about gambling harm

Consumer advocates and industry experts have expressed concern that the prevalence of illegal gambling advertising can contribute to increased gambling harm, especially among at‑risk groups. These include individuals recovering from gambling addiction and younger audiences who may be more susceptible to promotional messaging. The ongoing presence of illegal ads on social media raises questions about the safeguards in place to prevent such harm and protect public welfare.

Some researchers and digital rights advocates have also highlighted broader issues in online ad policies, such as the relative transparency of gambling harm awareness campaigns versus gambling promotion ads. They note that warning messages and advocacy content may face more stringent transparency requirements than commercial gambling promotions, potentially skewing the landscape in favour of marketing rather than consumer protection.

Calls for stronger rules and improved systems

In light of these developments, industry stakeholders are pressing for stronger rules that compel large digital platforms like Meta to adopt more robust proactive detection systems for illegal advertising. They argue for advanced monitoring technologies and closer collaboration between regulators and tech companies.

The trade association has also recommended that licensing authorities consider measures to ensure legal operators can compete effectively against the black market without unnecessary constraints. This includes reviewing advertising and tax policies to strengthen the visibility and appeal of licensed services.

Conclusion

The scrutiny facing Meta over illegal gambling adverts reflects broader tensions in the digital advertising ecosystem between platform governance, regulatory enforcement and consumer protection. Despite Meta’s statements about cooperation and ongoing improvements to its systems, industry bodies and regulators in multiple countries argue that the company’s current approach is inadequate to address the scale of unlawful gambling advertising.

With legal markets striving to protect players and enforce compliance, pressure is mounting for platforms to adopt more effective controls and for regulators to take decisive action against both illegal operators and the channels that permit their promotion. The outcome of these efforts could shape the future of online gambling advertising and influence how digital platforms manage similar public interest concerns going forward.

FAQs

What is Meta criticised for in relation to gambling advertising?
Meta is criticised for allowing a high volume of adverts promoting unlicensed gambling operators to appear on its Facebook and Instagram platforms and for limited removal of such content despite rules against illegal promotions.

Why are Dutch gambling operators concerned about Meta’s advertising practices?
Dutch gambling operators are concerned because research shows that over 95 per cent of gambling adverts targeting Dutch users originate from unlicensed operators, weakening lawful markets and exposing users to unlawful offers.

What does VNLOK’s research say about the scale of illegal adverts?
VNLOK’s study found that the vast majority of gambling ads seen by Dutch users on Meta’s platforms were linked to illegal online casinos, with many adverts remaining active despite being prohibited under Dutch law.

How effective has Meta been at removing illegal gambling adverts?
Meta has removed a relatively small percentage of illegal adverts reported by regulators and industry bodies, with removal rates reportedly under 6 per cent in some months of 2025.

Why is social content a concern beyond paid advertisements?
Social content such as viral posts and videos may feature gambling logos or incentives in ways that are not categorised as paid adverts, making them harder to detect and contributing to exposure among young and vulnerable users.

What has the UK Gambling Commission said about illegal gambling ads on Meta?
The UK Gambling Commission has criticised Meta’s approach, noting that adverts targeting self‑excluded players on GamStop are visible on the platform and calling for stronger proactive measures.

How have regulators responded to illegal gambling advertising in the Netherlands?
The Dutch regulator, Kansspelautoriteit, has pledged to prioritise enforcement actions and allocate more resources in 2026 to tackle illegal gambling advertisements and related infrastructure.

Are there broader concerns about gambling harm and vulnerable users?
Yes, experts and consumer advocates argue that pervasive gambling advertising, particularly from unlicensed operators, can increase harm among vulnerable groups, including young people and those with gambling issues.

What changes are industry bodies calling for to improve enforcement?
Industry bodies are calling for more robust proactive detection systems, collaboration between platforms and regulators and reforms that help legal operators remain competitive against black market activity.

How does the controversy reflect wider issues in digital advertising oversight?
The situation highlights broader debates about the responsibilities of major tech platforms to police harmful content and balance commercial interests with public welfare and regulatory compliance.