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EU Study Flags Gaps in Meta Gambling Ad Checks

A European Commission study found weak advertiser verification allowed unlicensed gambling operators to advertise on Meta platforms.

Updated on Nov. 2, 2026 in Gambling

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European Commission researchers found weak advertiser checks let unlicensed gambling operators run ads on Meta platforms, prompting trade-body pressure for stricter rules. AI Illustration. Upload story photo >

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Should social media companies like Meta be held liable for illegal gambling ads?

A European Commission study identified shortcomings in how online advertisers are verified, including unlicensed gambling operators advertising on Meta. The Dutch trade body VNLOK has increased pressure on Meta and other Big Tech companies to adopt stronger advertiser verification rules.

Why it matters

Ad systems allowed unlicensed operators to target users in markets where they hold no valid local licence, exposing consumers to illegal gambling promotions. The findings add to accusations from several gambling markets that Meta has not adequately restricted gambling ads.

The Dutch gambling regulator Kansspelautoriteit estimated more than 4,600 illegal gambling ads were seen on Meta in April 2026. The European Commission study identified six fields criminals use for online fraud through marketing campaigns, with online gambling among them.

The players

Meta

Meta is the parent company of Facebook and Instagram, and its advertising systems are at the center of accusations that unlicensed gambling operators reached users.

Kansspelautoriteit (KSA)

The KSA is the Dutch national gambling regulator, which estimated that more than 4,600 illegal gambling ads were seen on Meta in April 2026.

VNLOK

VNLOK is a Dutch trade body representing licensed gambling operators that has pressed Meta and other Big Tech firms for stronger advertiser verification.

The details

The study, conducted by Open Evidence and Spark Legal, found fake apps were placed on legitimate app stores and that unlicensed operators targeted users through ad systems. Google has updated its certification policies for gambling and games advertisers, while Meta partnered with Åland's state-owned Paf.

Timeline

  1. April 2026: The Dutch regulator KSA estimated more than 4,600 illegal gambling ads were seen on Meta.

  2. Earlier in 2026: VNLOK filed a court case against Meta.

  3. November 2, 2026: Reports on the European Commission study and VNLOK's demands were published.

Legal Context

The findings place Meta's advertiser checks under the scrutiny of the EU's Digital Services Act, which requires large platforms to address illegal content and ad transparency. The gaps highlighted here suggest that existing obligations have not yet closed the loophole allowing unlicensed gambling operators to reach users.

Users in markets where operators hold no local licence may still encounter gambling promotions on Meta platforms. Stronger advertiser verification rules, if adopted, would determine which gambling offers can reach users in a given country.

The takeaway

Before acting on a gambling promotion seen on social media, check whether the operator holds a licence from your country's gambling regulator. Advertising reach does not confirm that an operator is legal to use in your market.

Further reading

For more on how regulators are tackling illegal betting promotions, explore our Gambling coverage.

Live Poll

Should social media companies like Meta be held liable for illegal gambling ads?