EU Study Raises Pressure on Meta Over Gambling Ads

A European Commission study has increased scrutiny of Meta and other major technology platforms after identifying weaknesses in advertiser verification that can allow unlicensed gambling promotions to reach users.

The research, conducted by Open Evidence and Spark Legal, examined vulnerabilities in digital advertising linked to fraudulent activity. Online gambling was one of six affected fields.

In the gambling sector, the study found that advertising systems can allow operators without a valid local licence to target users in restricted markets. It also referred to fake applications appearing in legitimate app stores.

Dutch trade association VNLOK is using the findings to push for stricter controls, particularly around licence verification and the detection of concealed illegal campaigns.

VNLOK Presses for Stronger Verification

The Netherlands has become a key focus of the debate.

The Kansspelautoriteit estimated that more than 4,600 illegal gambling advertisements were seen on Meta platforms during April 2026.

VNLOK wants European rules to require more advanced checks before gambling advertisers can run campaigns. The group is also calling for stronger detection of campaigns that use changing domains, misleading material or fake apps to avoid review.

As reported by SBC News, Chairman Björn Fuchs said:

“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.”

The group’s position builds on its existing legal action involving Meta, which was summoned to court earlier in 2026.

The wider concern is that licensed operators can face competition from businesses using the same advertising channels without holding the required local approvals.

Google Tightens Gambling Ad Rules

Google has already changed part of its approach to gambling advertising.

Its updated certification rules require gambling and gaming advertisers to demonstrate strong policy compliance and a positive record before becoming eligible for certification in individual jurisdictions.

Meta remains under greater pressure because regulators have repeatedly identified unlicensed gambling advertising on Facebook and Instagram.

At the same time, the company has taken part in cooperation initiatives with licensed operators. One example cited in the supplied material is its pilot partnership with Åland’s state-owned Paf.

Those efforts have not resolved concerns about how advertisers are checked before campaigns go live.

Illegal promotions can also create problems beyond direct advertising. They may imitate legitimate casino brands, redirect users to unregulated services or appear through fake applications that look credible because they are hosted on established platforms.

Regulators Consider Cooperation and New Rules

Authorities outside Europe are also seeking a larger role for technology companies in blocking illegal gambling content.

Lotería de la Ciudad in Buenos Aires has said it wants closer cooperation with Meta and Google on unauthorised advertising.

The European Commission study may now influence wider discussions over how much responsibility digital platforms should carry for checking gambling licences and monitoring advertisers after approval.

The research does not impose a new penalty against Meta or conclude that all gambling advertising on large platforms is unlawful. Its significance lies in the verification gaps it identifies and the possibility that those weaknesses can be exploited by unlicensed operators.

For VNLOK, the findings reinforce its argument for tighter obligations under European law and the Digital Services Act.

The next step will depend on whether the study leads to concrete legislative requirements or technical standards covering gambling advertiser verification.