The Dutch gambling trade body VNLOK has threatened Meta with legal action over the company’s alleged failure to prevent illegal gambling advertisements from appearing on its platforms. VNLOK, whose members include bet365, Unibet, and LeoVegas, among others, has announced that it is preparing a formal complaint to the European Commission (EC) regarding the issue. The move underscores growing tensions between the regulated gambling industry and major technology platforms over the enforcement of advertising policies.
VNLOK represents licensed operators in the Netherlands and has been vocal about the need for stricter controls on illegal gambling ads. The trade body argues that Meta’s platforms, including Facebook and Instagram, have become a conduit for unlicensed operators to target Dutch consumers, undermining the regulated market. By filing a complaint with the EC, VNLOK is seeking to leverage European Union regulations to compel Meta to take more robust action against such advertisements.
The complaint is expected to focus on Meta’s alleged non-compliance with the EU’s Digital Services Act (DSA), which imposes obligations on large platforms to address illegal content and advertising. Under the DSA, platforms like Meta must implement measures to swiftly remove illegal ads and prevent their reappearance. VNLOK contends that Meta has not done enough to fulfill these obligations, particularly in the context of gambling ads that violate Dutch law.
This is not the first time that VNLOK has clashed with technology companies over gambling ads. The trade body has previously raised concerns about Google and other platforms, but the threat of an EC complaint against Meta represents a significant escalation. If the complaint is filed, it could lead to a formal investigation by the European Commission, potentially resulting in fines or other enforcement actions against Meta.
The Dutch gambling market has been regulated since October 2021, and licensed operators are subject to strict advertising rules. Illegal gambling ads not only pose a risk to consumers but also undermine the integrity of the regulated market. VNLOK’s action highlights the ongoing challenges faced by regulated operators in combating the influence of unlicensed competitors, particularly in the digital space.
Meta has not yet publicly responded to the threat of legal action. However, the company has previously stated its commitment to enforcing its advertising policies, which prohibit the promotion of illegal gambling. The effectiveness of these policies in the Dutch context will likely be a key point of contention in any proceedings before the European Commission.
The outcome of this dispute could have broader implications for the relationship between gambling regulators and technology platforms across the EU. If the EC takes action against Meta, it may set a precedent for how the DSA is applied to gambling advertising, potentially leading to more stringent requirements for platforms to monitor and remove illegal content. For now, the industry will be watching closely as VNLOK prepares its complaint.
