VNLOK steps up Meta pressure after EU gambling ad study

A European Commission study into online advertising fraud has put fresh pressure on Meta over how it vets gambling operators placing ads on its platforms, according to SBC News.

The research, commissioned by the Commission and carried out by Open Evidence and Spark Legal, set out to map common vulnerabilities across six categories of online fraud, including gambling, investment scams, romance fraud and bogus health products. Its aim was to inform future Brussels policy on tackling the problem.

On gambling specifically, the study found that major platforms have allowed operators to target users in markets where those operators hold no licence. It also flagged fake gambling apps appearing on legitimate app stores. The report stated that ad systems let unlicensed operators reach users with no valid local permit.

Google has already moved to tighten its own rules, recently updating certification policies that require gambling and games advertisers to demonstrate what the company calls good policy health and a strong compliance record before they can be certified in a given jurisdiction.

Meta has faced heavier criticism. Multiple national markets have accused the company of inadequate controls after illegal gambling adverts surfaced on Facebook and Instagram promoting unlicensed casinos. The Dutch regulator, Kansspelautoriteit, estimated that more than 4,600 illegal gambling ads appeared on Meta in April 2026 alone.

VNLOK, the Dutch iGaming trade body that took Meta to court earlier this year, is using the Commission's findings to escalate its campaign. It is now calling for changes to EU legislation that would require more advanced verification of gambling advertisers' licences and stronger detection of covert illegal campaigns.

VNLOK chairman Björn Fuchs told iGaming Expert that the study "clearly shows how enormous the fraud and scam challenges are on very large online platforms and search engines," adding that it "ties in directly to" the trade body's court case against Meta under the Digital Services Act.

Fuchs said these companies combine "reach, AI and audiences into a mix that is systematically being misused and thus needs more verification and filtering."

The push for tighter Big Tech oversight is not confined to Europe. Lotería de la Ciudad, the gambling regulator for the City of Buenos Aires, has told SBC Noticias it wants to deepen cooperation with Meta and Google specifically to block illegal adverts.

Meta has shown some willingness to engage with licensed operators against the black market, including a recent partnership with Åland's state-owned operator Paf.

The degree of cooperation achieved between licensed operators, regulators and the major platforms remains uneven across markets, but the Commission's findings reinforce that Big Tech's role in policing illegal gambling advertising is now a central regulatory concern.