2026 World Cup: 10 million Belgian accounts reached 

In Belgium, more than 10 million accounts were reached by illegal sports betting advertisements during the 2026 FIFA World Cup. 

An illegal market potentially worth more than €46 million 

According to Napoleon’s estimates, illegal online sports betting generated between €24 million and €46.5 million in gross gaming revenue during the 2026 World Cup, held from June 11 to July 19. 

The report estimates that illegal operators may have captured between 33% and 48% of the total online sports betting market during the tournament. 

Football betting alone reportedly accounted for between €16.05 million and €31.01 million in illegal gross gaming revenue. 

According to Napoleon’s calculations, the Belgian government may have lost between €2.65 million and €5.1 million in tax revenue, based on an 11% tax rate applied to online gross gaming revenue. 

By comparison, estimated tax revenue from the legal sports betting market reached €5.47 million over the same period. 

Facebook and Instagram flooded with 42,460 illegal advertisements 

Napoleon’s report highlights a sharp increase in illegal advertisements distributed on Facebook and Instagram during the World Cup. 

In April 2026, the reference period used for comparison, 4,392 advertisements linked to illegal betting were identified. In June, that number surged to 36,368 before falling to 6,092 in July. 

In total, 42,460 advertisements were active during the two months of the tournament. Of these, 32,625 directly promoted unlicensed sports betting operators, while 9,835 advertised betting-related tipster services. 

The estimated reach was considerable. Napoleon calculates that these campaigns reached 10.25 million unique accounts, generating between 15.4 million and 30.8 million advertising impressions. 

Advertisements removed, but often too late 

The report reveals that Meta removed 14.7% of the advertisements identified, representing 6,241 out of 42,460 ads. 

Another notable finding is that 61.9% of illegal advertisements remained active for less than 24 hours. 

According to Napoleon, this short lifespan is one of the methods used to circumvent automated controls. Advertisers create ads that run for just a few hours, distribute them widely and then remove them before they are detected. 

The document also identifies several techniques designed to conceal the true destination of advertisements. 

Some advertisements redirect users to intermediary websites before sending them to illegal gambling platforms. Others use fake app stores or display different content to verification systems and internet users. 

Advertisements embedded in videos or carousels can also conceal links to unlicensed gambling websites. 

Finally, some tipster services offer supposedly free sports analysis before directing users to messaging groups and, ultimately, betting operators. 

More than 830,000 young adult accounts exposed 

According to the data analysed, 831,075 accounts belonging to users aged 18 to 24 were reached by illegal advertisements during the World Cup. 

However, in Belgium, the minimum legal age for participating in gambling is 21. 

Part of this audience therefore falls into an age group that is too young to gamble legally. Nevertheless, the report does not establish exactly how many minors or people under the age of 21 were exposed to these campaigns. 

Advertisements for unlicensed sports betting operators primarily reach people aged 25 to 44. 

Tipster services focus more heavily on the 18-to-34 age group, raising further questions about young adults’ exposure to gambling-related advertising. 

Illegal gambling websites bypass player protection measures 

Beyond advertising, Napoleon draws attention to the risks associated with unauthorised betting platforms. 

These operators are not subject to the same obligations as licensed companies operating in the Belgian market. 

In particular, the report highlights the absence of checks against Belgium’s player exclusion system, which is designed to prevent certain individuals from accessing gambling services. 

It also points to the absence of deposit limits and addiction prevention measures comparable to those required in the regulated sector. 

Players using these platforms may therefore find themselves without the safeguards available through legal gambling operators. 

The potential consequences also extend to healthcare and support services for people experiencing gambling-related problems. 

According to Napoleon, illegal operators do not contribute to the funding of local prevention programmes, even though their activities may generate social costs. 

A World Cup exposing weaknesses in advertising oversight 

To produce its estimates, Napoleon monitored advertisements displayed in Belgium on Facebook and Instagram in April, June and July 2026, using Meta’s Ad Library. 

The report’s findings remain concerning. During a major international sporting event, thousands of advertisements promoting unauthorised betting services circulated across two social media platforms widely used in Belgium.