Dutch iGaming trade body VNLOK is intensifying its scrutiny of Meta and similar Big Tech companies in light of a new European Commission (EC) study that identifies potential shortcomings of how advertisers are being verified.
The research identified a total of six fields being used by criminals to conduct online fraud through marketing campaigns, one of which is online gambling, alongside investments, romance, personal health and others.
Commissioned by the EC and conducted by Open Evidence and Spark Legal, the goal of the study was to identify common vulnerabilities in Europe’s band inform future Brussels-led efforts to mitigate them.
Relative to online gambling, the findings revealed that Big Tech platforms like Meta have allowed operators to advertise in markets where they are not licensed to offer gambling services.
“Ad systems let unlicensed operators target users with no valid local licence; fake apps placed on legitimate app stores,” the report said.
In light of the prominence of illegal gambling adverts flooding the digital space, Google recently updated its key certification policies for all gambling and games advertisers that “must demonstrate good policy health” and “strong record of compliance before becoming eligible for certification” in individual jurisdictions.
Meta, however, remains under the spotlight as multiple gambling markets have accused it of insufficient restrictions following reports of Facebook and Instagram gambling ads that promoted unlicensed casinos.
Some of the biggest criticism has come out of the Netherlands, where gambling regulator Kansspelautoriteit (KSA) estimated that more than 4,600 illegal gambling ads had been seen on Meta just only in April 2026.
VNLOK demands more controls
In light of the EC study, VNLOK is now increasing the pressure on Big Tech companies following the summon to court of Meta earlier this year.
The trade body is now demanding changes to be made to the EU legislature that allow for advanced verification of gambling advertisers’ licences, alongside stronger detection of covert illegal gambling campaigns.
For iGaming Expert, VNLOK Chairman Björn Fuchs added: “This study clearly shows how enormous the fraud and scam challenges are on very large online platforms and search engines.
“This ties in directly to our court case against Meta and its responsibilities based on the Digital Services Act.
“These technical juggernauts combine reach, AI and audiences into a mix that is systematically being misused and thus needs more verification and filtering.”
Meta still key for ad oversight
Perhaps a slightly softer approach but nevertheless with the same goal in mind, gambling authorities over in Latin America are also calling for Big Tech firms to restrict illegal gambling content.
For one , Lotería de la Ciudad (LOTBA), the regulator of the City of Buenos Aires, recently told SBC Noticas that it is looking to strengthen its cooperation with companies like Meta and Google when it comes to blocking illegal adverts.
And to be fair to Meta, the Mark Zuckerberg-owned tech giant has also evidenced willingness to understand the illegal gambling market better and then work with licensed companies against it, with the most recent case being its partnership with Åland’s state-owned Paf.
Whatever level of cooperation the licensed gambling sector, gambling regulators and Big Tech companies manage to achieve, it is difficult to ignore the latter’s crucial role in tackling black market operators.
