VNLOK Summons Meta to Court Over Illegal Gambling Ads Targeting Dutch Consumers
VNLOK has summoned Meta to court for enabling illegal gambling ads, the first such action by a gambling trade body. Dutch channelisation has dropped to 49% in 2025 from 66% in 2023, linked to high 37.8% GGR tax and strict rules. Fuchs calls for better ad filtering and jurisdiction-based targeting.
SCCG Take — The suit places direct pressure on Meta to improve enforcement in regulated markets. Operators and trade bodies should track whether information-sharing pilots produce measurable channelisation gains.
Dutch trade body VNLOK has taken Meta to court in a landmark step, the first time a gambling trade association has pursued legal action against a major tech platform. Björn Fuchs, Chairman of VNLOK, told attendees at the SBC Summit in Lisbon that “now is the time for Meta to uphold their responsibility.” Speaking afterward to SBC News, Fuchs said Meta is “facilitating a digital Wild West.”
Fuchs explained the platform’s lack of activity allows illegal operators to reach vulnerable audiences without any duty of care. “Knowing gamblers on illegal websites have a substantially higher risk profile, eventually Dutch society and even more so, Dutch consumers are paying the price for that digital Wild West,” he said. Licensed operators face strict limits while illegal sites operate freely.
Declining Channelisation Rates and the Role of Illegal Advertising
The Netherlands open market, launched in 2021, has seen channelisation fall to 49% in 2025. That compares with 66% in 2023 and 57% in 2024. Regulators in European markets generally target 90%. A 37.8% tax on gross gaming revenue, tight marketing rules, and demanding duty of care requirements all push players toward unlicensed sites.
Fuchs noted the Dutch public is often unaware of the differences between licensed and unlicensed platforms. He pointed to KVA research showing monthly Google searches for phrases such as “casino without limits” or “casino without KYC” exceed one million in the Netherlands. Fuchs added that Meta “should be able to do much, much better when it comes to filtering illegal gambling ads.”
Prospects for Cooperation With Platforms
Similar concerns have prompted action elsewhere. The UK’s Betting and Gaming Council issued an open letter to technology platforms in June urging removal of illegal ads. The European Gaming and Betting Association has called for stronger enforcement under the Digital Services Act.
Recent developments include a pilot agreement between Nordic operator Paf and Meta to share licence data and URLs. Thailand’s Ministry of Digital Economy committed this week to working with Meta and TikTok on enforcement. Fuchs said the solution is straightforward: if an operator is not on the Dutch licensed list, it should not target Dutch audiences. VNLOK is in contact with other European trade bodies and government agencies, with information sharing already under way and future collaboration possible.
Meta has faced prior court cases in other European countries. Fuchs indicated that whatever measures are introduced may be circumvented, meaning the battle against illegal market advertising will continue.
Reporting: SBC News
Generated by SCCG’s automated editorial system from published source reporting. SCCG Management holds editorial responsibility.
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