According to a new study commissioned by VNLOK, the Dutch association of licensed online gambling operators, almost all ads seen on Facebook and Instagram do not comply with the law. In October 2025, 95.5% of gambling ads seen by users in the Netherlands targeted unlicensed casinos – a wake-up call for the regulation of online gambling.
Dive into the investigation: how 61,700 illegal ads were identified
The investigation analysed the Meta advertising library (the group behind Facebook and Instagram), using ten representative keywords. As a result, the researchers identified 64,622 ads that were active in October 2025, aimed at Internet users in the Netherlands. Of these, 61,717 – or 95.5% – promoted online casino sites without a valid licence in the Netherlands. By contrast, just 1,888 ads were from legal casinos. The conclusion is clear: the vast majority of gambling ads on social networks are illegal.
The report counted 588 separate Facebook pages displaying these advertisements. Of these, 567 promoters were guilty of advertising unauthorised casinos. When you dig a little deeper, you discover a deliberate strategy: to avoid being spotted by Meta filters, most of the ads are ephemeral. Of the 58,000 or so illegal ads still active after a small number were removed, 48,856 were only active for a single day. A real game of cat and mouse.
Redirections to bypass controls
The survey looked not only at the volume of ads, but also at their nature. It revealed that 85% of illegal ads used an image or video – a visual designed to attract the eye. In 13% of cases, the ads were even dynamic, with the image and text adapted to the targeted user.
But above all: in the majority of cases, the ads did not send the user directly to an illegal casino site. To bypass automatic moderation, they invited users to ‘play a game’ or ‘download an application’. Only then did the app lead to an unauthorised casino. As a result, 85% of redirects were based on this stratagem.
This mechanism makes the task of moderators more difficult – and poses a serious risk of exposure, particularly for vulnerable audiences.
Why is there such an explosion in illegal advertising?
VNLOK’s findings reflect a major imbalance: while the legal framework imposes strict restrictions on gambling, the illegal market is thriving via digital channels. This situation is all the more worrying given that another recent report indicates that, while the number of active players in unlicensed casinos is falling, those who remain are spending much more – suggesting a shift towards particularly aggressive peripheral operators.
In addition, investigators and advocacy groups are warning of the ease with which illegal operators manipulate public opinion by using fake reviews, false profiles or even by hijacking the logos of reputable banks or institutions to give an impression of legitimacy.
Given these alarming figures, VNLOK, along with other industry players, is calling on the digital giants to take firmer action. Automated mechanisms for detecting and blocking ads are clearly not enough. Fraudsters manage to evade moderation by running one ultra-short campaign after another, disguising the real address of sites, or impersonating legitimate players.
But beyond the platforms, the entire ecosystem is being put to the test. How long will existing legislation be able to contain this tidal wave of illegal advertising? And above all, how can we protect Internet users, especially the most vulnerable: young people, beginners, or those in vulnerable situations?
The VNLOK study reveals a disturbing reality: despite the laws, illegal online gambling is still flooding social networks on a massive scale. Behind these statistics are well-honed strategies and millions of potential players exposed to real risks. It is more urgent than ever for digital platforms, regulators and governments to take the measure of this phenomenon.