VNLOK steps up pressure on Meta after EU study flags gambling ad verification gaps

Dutch iGaming trade body VNLOK is stepping up its scrutiny of Meta and other large technology companies after a new European Commission study pointed to weaknesses in how advertisers are verified.

The research was commissioned by the Commission and carried out by Open Evidence and Spark Legal. It aims to identify common vulnerabilities and to inform future EU-level efforts to address them. The study named six fields that criminals use to run fraud through marketing campaigns, and online gambling is one of them, alongside investments, romance and personal health.

On gambling specifically, the findings indicate that large platforms such as Meta have let operators advertise in markets where they hold no licence. The report stated that ad systems let unlicensed operators target users with no valid local licence, and that fake apps have been placed on legitimate app stores.

Meta remains under scrutiny, as several gambling markets have accused it of insufficient restrictions following reports of Facebook and Instagram ads promoting unlicensed casinos. The Netherlands has been among the most vocal critics. Its regulator, the Kansspelautoriteit, estimated that more than 4,600 illegal gambling ads were seen on Meta in April 2026 alone. Google, for its part, has recently updated its certification policies for gambling and games advertisers, who must now demonstrate good policy health and a strong compliance record before becoming eligible for certification in individual jurisdictions.

VNLOK is demanding changes to EU legislation that would allow advanced verification of advertisers' gambling licences, together with stronger detection of covert illegal gambling campaigns. Chairman Björn Fuchs said the study shows how large the fraud and scam challenges are on very large online platforms and search engines. He tied the findings to the trade body's court case against Meta, which concerns the company's responsibilities under the Digital Services Act, and argued that the reach, AI and audiences of these firms are being systematically misused and require more verification and filtering.

Regulators elsewhere are also seeking closer cooperation. Lotería de la Ciudad, the regulator of the City of Buenos Aires, said it wants to strengthen its work with companies such as Meta and Google on blocking illegal adverts. Meta has also shown willingness to work with licensed companies against illegal gambling, most recently through a partnership with Åland's state-owned operator Paf.