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Meta Under Fire: Dutch Gambling Trade Body Takes Legal Action

By jili tutorial · October 12, 2026

Meta Under Fire: Dutch Gambling Trade Body Takes Legal Action

Last week, the Dutch gambling trade body VNLOK made headlines by taking Meta, the tech giant behind Facebook and Instagram, to court. This unprecedented move has been praised by industry peers and marks the first time a gambling trade association has pursued legal action against a big tech company. At the SBC Summit in Lisbon, Björn Fuchs, Chairman of VNLOK, declared that “now is the time for Meta to uphold their responsibility,” accusing the conglomerate of enabling a “digital Wild West” where illegal gambling thrives unchecked.

The Digital Wild West: Illegal Gambling and Meta’s Role

Meta’s Lack of Proactivity

Fuchs emphasized Meta’s failure to curb illegal gambling ads on its platforms, which directly target vulnerable Dutch audiences. “While licensed operators are compliant and thus limited by law, Meta is facilitating a digital Wild West, in which illegal online gambling websites seduce vulnerable Dutch audiences, without any duty of care,” he explained. This negligence, according to Fuchs, allows unlicensed operators to exploit Dutch consumers, many of whom are unaware of the risks associated with illegal gambling platforms.

The Toll on Dutch Society

The consequences of this Wild West environment are severe. Fuchs highlighted that gamblers on illegal websites face significantly higher risks, ultimately burdening Dutch society. “Dutch consumers are paying the price for that digital Wild West,” he warned. This includes financial losses, addiction, and other social harms exacerbated by unregulated gambling.

The Netherlands’ Gambling Market: A Crisis of Channelisation

Channelisation Rates in Freefall

Since the Netherlands launched its regulated gambling market in 2021, channelisation rates—measuring the percentage of gambling activity directed toward licensed operators—have plummeted. Recent statistics show a sharp decline from 66% in 2023 to 49% in 2025, far below the European benchmark of 90%. This alarming trend underscores the growing appeal of unlicensed operators.

Contributing Factors

Several factors drive Dutch consumers toward illegal gambling platforms:

The Advertising Dilemma: Social Media’s Role

Meta’s Responsibility

Fuchs called on Meta to take greater responsibility in filtering illegal gambling ads. “Meta should be able to do much, much better,” he insisted, pointing out that the company’s platforms are a major conduit for illegal gambling advertising.

The Allure of Black Market Ads

Unlicensed operators often lure consumers with attractive adverts offering high bonuses, higher return-to-player (RTP) rates, and seamless experiences. As Fuchs noted, “From that perspective, water always tends to go towards the lowest point”—a metaphor for consumers gravitating toward the easiest and most lucrative options.

Industry-Wide Frustrations

VNLOK Leads the Charge

While VNLOK is the first gambling trade body to take Meta to court, it is not alone in its grievances. The UK’s Betting and Gaming Council (BGC) and the European Gaming and Betting Association (EGBA) have also urged social media platforms to crack down on illegal gambling ads.

A Global Problem

The issue extends beyond the Netherlands. Illegal gambling adverts proliferate on social media worldwide, despite repeated warnings from regulators and licensed operators. This global challenge highlights the need for coordinated action across jurisdictions.

Glimmers of Hope: Early Steps Toward Collaboration

Pilot Projects and Partnerships

Recent developments suggest potential progress. Nordic operator Paf has partnered with Meta on a pilot project to share licensed operator data and URLs, aiming to combat the black market. Similarly, Thailand’s Ministry of Digital Economy has pledged to work with Meta and TikTok to tackle illegal gambling advertising.

A Simple Solution?

Fuchs proposed a straightforward approach: “If you’re not on the Dutch list of licensed operators, you shouldn’t be able to target Dutch audiences.” This principle, while simple, could significantly reduce illegal gambling ads if enforced rigorously.

The Road Ahead: Collaboration and Vigilance

The Need for Cross-Border Cooperation

Fuchs emphasized the importance of collaboration among European trade bodies and regulators to address this shared challenge. “VNLOK is in touch with other European trade bodies,” he revealed, hinting at future joint efforts.

A Long Battle Ahead

Despite these efforts, unlicensed operators will likely continue adapting their strategies to circumvent regulations. The fight against illegal gambling advertising is far from over, but industry stakeholders must remain united and vigilant.

This is not the first time Meta has faced legal action in Europe. Recent cases include a dispute in Italy over compensation for publishers. Fuchs noted, “There have already been various court cases against Meta in different European countries,” suggesting that VNLOK’s lawsuit is part of a broader trend of holding tech giants accountable.

Conclusion: A Call for Accountability

The Dutch gambling market’s struggles highlight the urgent need for Meta and other social media platforms to act responsibly. While pilot projects and partnerships offer hope, lasting solutions will require sustained collaboration, stricter enforcement, and greater public awareness. As Fuchs aptly stated, the fight against the digital Wild West is far from over, but it’s a battle worth fighting for the sake of consumers and society alike.