Key Moments:
- The Dutch gambling regulator flagged more than 4,600 illegal gambling ads on Meta’s platforms in April.
- In the first half of 2025, licensed gambling operators in the Netherlands captured only 49 percent of gross gambling revenue despite exclusive use by 94 percent of players.
- The Netherlands’ regulated online gambling sector contracted by 18.5 percent in 2025, according to the Ksa’s annual report.
Regulator Intensifies Crackdown on Unlicensed Operators
The Kansspelautoriteit (Ksa), the Netherlands’ gambling authority, has filed over 4,600 reports of unauthorized gambling advertisements to Meta during April. These ads appeared on Facebook and Instagram, promoting operators without Dutch licenses and targeting local users. The Ksa confirmed that disrupting illegal online gambling, particularly through social media marketing, remains a high priority.
The Ksa noted that illegal advertisers often impersonate well-known Dutch athletes or major brands to appear legitimate. According to the regulator, differentiating between licensed and unlicensed gambling operators is frequently challenging for consumers. In response, the Ksa is increasing its notifications to major media companies to shield users from these unauthorized promotions.
Increasing Pressure on Social Platforms
This latest data further heightens scrutiny on Meta, which has repeatedly faced accusations from regulators and investigators regarding the proliferation of illegal gambling ads. Earlier in the year, the UK Gambling Commission similarly criticized Meta for not eliminating promotions of unlicensed casinos, including those targeting users seeking platforms “not on GamStop,” the British self-exclusion initiative.
Tim Miller, executive director of the UK Gambling Commission, told an industry event in January: “It’s time to pick a side, and so we all need to start asking ‘Whose side are you on?’” Miller also described Meta’s ad library as “effectively a window into criminality”, adding: “If we can find them, then so can Meta: they simply choose not to look.”
According to Meta’s response to the UK allegations: “We’ve been working closely with the Commission to identify and remove all the flagged ads found in violation of our policies, and we’re using this intelligence to further improve the proactive detection tools we already have in place,” a spokesperson said.
Channelisation and Regulatory Challenges
The issue goes beyond enforcement for the Netherlands. The Ksa’s annual report indicated that the country’s regulated online gambling industry fell by 18.5 percent in 2025. The illegal online market reached €617m in the first half of the year, surpassing the €600m total for the licensed sector in the same period.
While 94 percent of players in the first half of 2025 gambled solely with licensed operators, these operators secured only 49 percent of the gross gambling revenue. This suggests that a smaller segment of high-stakes gamblers is migrating to unregulated sites, which lack mandatory protections like deposit limits, affordability checks, and duty-of-care protocols. The Ksa acknowledged that the dip in channelization may be associated with a shift to unlicensed platforms following new consumer protection regulations implemented in October 2024.
Legal operators have stated that more stringent restrictions on advertising, sponsorships, and player spending have eroded their competitiveness. The complete ban on sports sponsorship by gambling firms was enacted last July, while rising gambling taxes and stricter verification standards have compounded these challenges.
Enforcement Remains a Top Priority
The Ksa has emphasized continued efforts against illegal gambling operators. The authority has recently coordinated with various companies and organizations to address the misuse of brands and logos in illicit social media advertisements. The Ksa added that outcomes from its recent discussions with partner organizations will inform more effective measures against illegal promotions on social platforms.
Upcoming Industry Gathering
The notable SiGMA World conference is scheduled to take place in Rome from 02 to 05 November 2026 at Fiera Roma, featuring 30,000 delegates, over 1,000 exhibitors, and more than 550 expert speakers.
| Timeframe | Legal Market Revenue (€) | Illegal Market Revenue (€) | Players Using Only Licensed Operators (%) | Licensed Market Share of GGR (%) |
|---|---|---|---|---|
| First half of 2025 | 600m | 617m | 94 | 49 |
- Author
Daniel Williams
