GC takes action: Meta removes thousands of illegal gambling adverts 

More than 8,500 adverts from illegal gambling operators were reported to Meta in 2025 with a request to have them removed. The campaigns appeared on Facebook and Instagram and regularly misused the names and logos of licensed Belgian casinos. 

In 2025, Meta faced a massive influx of adverts from illegal online casinos targeting Belgian users. More than 8,500 adverts were reported to the technology company by the Belgian regulatory team with a request to remove them. 

This is revealed in the Belgian Gaming Commission’s 2025 annual report. The report does not make it clear whether all the reported adverts were permanently removed. However, the sheer volume of reports does demonstrate the extent to which illegal gambling operators are using Facebook and Instagram to reach Belgian players. 

Illegal casinos misuse well-known brand names 

Many of the adverts do not openly promote an unknown foreign casino. Instead, the creators use the names, logos, photos and corporate identities of recognised Belgian gambling operators. As a result, an advert may appear trustworthy at first glance. 

It had previously come to light that illegal casinos on Facebook were impersonating Bwin and Casino Middelkerke. Users who clicked on the adverts were not directed to these companies’ official websites. Instead, they were redirected to unauthorised gambling sites or asked to install an unknown application. 

PepperMill Casino was also targeted by such practices. Fraudsters used recognisable photos and the casino’s name to create credible adverts. Through the fake social media adverts bearing the name PepperMill, users were directed to websites that had no connection with the authorised operator. 

This form of brand counterfeiting has a twofold effect. Players may lose money or personal data, whilst the name of a legal casino is associated with a website over which the company itself has no control whatsoever. 

Advertisements are looking increasingly professional 

The advertisements are often difficult to distinguish from genuine commercial campaigns. They use professional images, recognisable logos and text specifically targeted at Belgian players. Sometimes they refer to Bancontact, a well-known Belgian casino name or a so-called exclusive bonus. 

Other campaigns use fake news stories or pretend that a major international company has suddenly launched its own online casino. The Bol brand name was also misused in an illegal casino scam. Similar campaigns have appeared under names such as Netflix Casino and Amazon Casino. 

Furthermore, fraudsters can publish different versions of the same advert. As soon as an advert or account is removed, the campaign reappears via a new profile, a modified image or a different domain name. 

Intermediate pages are sometimes used for this purpose. A regulator or advertising system initially sees a seemingly innocent website, whilst a Belgian user is ultimately redirected to an illegal casino. This technique makes automatic detection more difficult. 

Strict rules do not apply to illegal operators 

Since 1 July 2023, Belgium has imposed far-reaching restrictions on gambling advertising. Among other things, adverts and paid videos on websites and social media have been banned. Gambling Club has previously outlined which forms of gambling advertising are no longer permitted in Belgium. 

Licensed casinos must comply with these rules. Illegal operators often operate from abroad and ignore the Belgian restrictions. This creates an uneven playing field: legal companies face severe restrictions on their marketing, whilst foreign gambling sites continue to target Belgian consumers via social media. 

The adverts regularly refer to casinos where Belgian player protection does not apply. There is no guarantee that games are conducted fairly, that winnings are paid out, or that personal and financial data is stored securely. 

Furthermore, systems such as EPIS, which deny excluded players access to licensed casinos, do not work on illegal platforms. As a result, an excluded player may still end up at a foreign operator via an advert. 

Players are directed to casinos via roundabout routes 

Not every advert contains a direct link to a gambling site. Some campaigns first direct users to a Telegram channel, a private Facebook group or a seemingly neutral information page. 

The Responsible Affiliates Quality Mark previously warned about illegal gambling adverts on Facebook and Instagram that claimed players could recoup their previous losses. After clicking on the advert, they were directed to Telegram groups where illegal casinos were promoted. 

The message deliberately preys on people who have already lost money. They are given the impression that a special strategy, bonus or new platform can recoup their losses. In reality, they are encouraged to deposit money again with an unlicensed operator. 

In addition to direct financial loss, there is a risk of identity fraud. Illegal platforms can collect copies of identity documents, payment details, telephone numbers and email addresses. When an account is blocked or winnings are not paid out, players usually have few options for getting their money back. 

Meta removed millions of fraudulent adverts worldwide 

The problem is not limited to casino adverts or the Belgian market. Meta itself reported that in 2025 it removed more than 159 million adverts worldwide on suspicion of fraud. According to the company, 92 per cent were removed before a user reported the advert. 

Meta also states that it has removed 10.9 million Facebook and Instagram accounts linked to criminal scam networks. The company uses methods including automated detection, advertiser verification and facial recognition to combat the misuse of well-known individuals’ identities. Further information on this can be found in Meta’s overview of its approach to tackling online fraud. 

Not all of the adverts removed worldwide are related to gambling. However, the figures do illustrate the scale on which fraudulent parties are attempting to exploit advertising platforms. 

Meta also applies a separate approval policy for online gambling adverts. Advertisers must apply for permission in advance and demonstrate that their activities are legal in the country in question. The thousands of reports from Belgium show that illegal operators are nevertheless attempting to circumvent these checks. 

Removal alone does not solve the problem 

Removing 8,500 adverts does not mean that the casinos behind them have disappeared. An advert can be replaced within a short space of time, and a blocked domain can reappear under a slightly different name. 

That is why attention is increasingly shifting to the parties that enable these illegal websites, both technically and financially. These include hosting companies, domain registrars, payment providers, social media platforms and app stores. 

The European Digital Services Act requires online intermediary services to provide mechanisms for reporting illegal content. Upon receiving a valid order from a competent authority, platforms must report on the action they have taken in response. 

Nevertheless, the speed at which new adverts are created remains a problem. Artificial intelligence makes it easier to produce large numbers of images, texts and variations. As a result, illegal providers can launch new campaigns faster than individual adverts can be assessed and removed. 

The more than 8,500 reported adverts therefore likely represent only the tip of the iceberg in a much larger market. It remains important for Belgian users not to rely solely on the logo or name in a Facebook or Instagram advert. Even a professional-looking campaign can lead to a foreign gambling site that has nothing to do with the brand depicted.