Meta Platforms, the parent company of Facebook, is facing a formal complaint to the European Union over its handling of advertisements for unlicensed online gambling in the Netherlands. The complaint, filed by the Dutch gambling industry trade body VNLOK, escalates a long-running dispute between the tech giant and Dutch regulators. VNLOK has criticized Meta’s reactive approach to removing ads for illegal gambling, arguing that the company should take proactive measures to prevent such content from appearing on its platforms.
The Netherlands’ gambling regulator, the Kansspelautoriteit (KSA), has previously voiced concerns about Meta’s hosting of ads for unlicensed operators. The KSA has been actively enforcing the country’s strict gambling laws, which only permit licensed operators to advertise. However, Meta has been slow to respond to requests to remove illegal gambling ads, according to the regulator. VNLOK’s complaint to the EU aims to pressure Meta into adopting a more stringent policy, potentially under the bloc’s Digital Services Act, which imposes stricter obligations on large online platforms to tackle illegal content.
The Dutch gambling market has been regulated since October 2021, when the Remote Gambling Act came into effect. Since then, the KSA has cracked down on unlicensed operators and their advertising. The regulator has issued warnings and fines to companies that promote illegal gambling, but enforcement against global tech platforms like Meta has proven challenging. VNLOK represents licensed operators in the Netherlands, who argue that unlicensed ads undermine the regulated market and expose consumers to risks.
Meta has maintained that it complies with local laws and removes content that violates its policies when notified. However, critics say the company’s reliance on reactive takedowns is insufficient, as illegal ads can reach large audiences before being removed. The complaint to the EU could set a precedent for how member states enforce gambling advertising rules against major tech companies. If the EU takes action, it may require Meta to implement proactive screening measures for gambling ads across its platforms.
The outcome of this complaint could have broader implications for the iGaming industry in Europe. Other countries with regulated gambling markets, such as Germany and Sweden, have also struggled with illegal advertising on social media. A ruling against Meta could encourage regulators to take a tougher stance on tech platforms that facilitate unlicensed gambling. For now, the Dutch industry awaits the EU’s response, while VNLOK continues to advocate for a level playing field in the Netherlands’ online gambling market.