The GC has reported 1,298 illegal ads on Facebook in the first three months of 2025, aimed at luring Belgian gamblers to unauthorised gambling sites. These fraudulent platforms, often presented as legal, do not guarantee any protection for users and represent a real danger for consumers. Although Meta has removed the reported adverts, they quickly reappear, revealing the difficulty of curbing this phenomenon. The GC is calling for increased vigilance and closer collaboration with digital platforms, and recommends that Internet users check the legality of websites.
At the start of 2025, an alarming phenomenon is shaking up the Belgian digital world. The Gaming Commission (GC) is sounding the alarm: 1,298 illegal ads have been detected in just three months on Meta platforms, mainly Facebook. These ads, which are often very aggressive, are aimed directly at Belgian players, luring them to illegal online gambling sites, sometimes disguised as authorised platforms. Behind the tempting promises of quick winnings and bonuses, there are in reality illegal operators, totally outside the legal framework.
A massive misleading campaign
Meta reacted swiftly to these reports, removing the ads immediately after they were reported. However, the problem persists. Each ad that is removed seems to be followed by another. The phenomenon takes the form of a cat-and-mouse game between digital platforms and fraudulent networks.
The impact of these ads is more than just a nuisance. Illegal sites offer no guarantee of security for players. Unlike sites approved in Belgium, they have no data protection, anti-addiction or underage gambling control mechanisms. What’s more, players who sign up have no recourse in the event of a dispute or fraud.
Well-honed tactics
The stratagems used by these illegal operators are sophisticated. By posing as Belgian entities, sometimes using names or logos very similar to those of approved sites, they deceive Internet users looking for entertainment.
The advertisements often promise ‘100% legal Belgian games’, ‘guaranteed bonuses’ or ‘licensed in Belgium’, when in fact no official authorisation is held. The link then goes to platforms based abroad, completely outside the scope of Belgian regulation.
How can you tell the real from the fake?
The general public is often ill-informed about the distinction between approved platforms and illegal sites. In response to this problem, the GC has set up www.alwaysplaylegally.be, a clear and accessible portal designed to inform and guide players.
On this site, it is possible to check the legality of an operator, identify signs of scamming and obtain advice on responsible gambling. This initiative has been hailed by consumer protection associations, but is still too little known by the general public.
A major challenge for the GC
The Belgian Gaming Commission is in the front line in the fight against online gambling. But its resources are limited given the scale of the phenomenon.
Additional measures are now being considered, including closer cooperation with the digital giants, the possibility of blocking fraudulent sites at ISP level, and national awareness campaigns.
While the GC is acting rigorously, responsibility cannot rest solely on its shoulders. Meta, as a host of advertising content, also has a role to play.
Discussions are underway between the Belgian authorities and representatives of Meta to strengthen the mechanisms for detecting and verifying sponsored content, especially in sectors as sensitive as gambling.
A call for vigilance
Belgian Internet users are being urged to be extra cautious when faced with these too-good-to-be-true advertisements. It is essential to check a site’s accreditation before depositing money on it. If in doubt, it is best to consult the official lists available on the GC website or use the www.alwaysplaylegally.be portal.
The fight against illegal gambling advertising has only just begun. It requires active collaboration between institutions, technology platforms and the general public.