TLDR
- A study found 15,114 illegal gambling ads on Meta platforms in March 2026, reaching around 37.9 million Dutch users
- Illegal ads could have earned Meta between €7.3 million and €13.6 million annually in ad revenue
- 65.4% of illegal ads targeted users under 24, a demographic licensed operators are banned from targeting
- The Dutch regulator KSA filed over 4,600 reports with Meta in April about illegal gambling promotions
- New illegal ads appeared faster than existing ones were taken down, despite some removal efforts
Illegal Gambling Ads Flooded Meta in March 2026
A new study has found that illegal online gambling ads reached around 37.9 million Dutch users on Facebook and Instagram in March 2026. The research was carried out by XY Legal Solutions B.V. and industry group VNLOK, using data from Meta’s public Ad Library.
Researchers used eight Dutch-language search terms to find the ads. These included words for slot machine, free spins, welcome bonus, and Holland Casino.
They identified 15,114 ads that were classified as illegal. These were ads from operators who do not hold a licence from the Dutch gambling regulator, the Kansspelautoriteit (KSA).
The study estimated those ads generated around 75.8 million impressions during the month. Researchers calculated that Meta may have earned between €606,551 and €1.1 million from those ads in March alone.
Annualised, that figure rises to between €7.3 million and €13.6 million per year in potential ad revenue.
Young Users Were a Key Target
The findings around younger users were a central concern of the report. Around 5.8 million impressions in March reached people aged 18 to 24.
That projects to roughly 71 million impressions aimed at that age group per year.
In total, 65.4% of the illegal ads targeted users under 24. Licensed operators in the Netherlands have been banned from targeting that age group since July 2023.
One Holland Casino ad alone reportedly reached more than 21,000 Dutch users aged 18 to 24. Researchers estimated more than 15% of that ad’s total Dutch reach was under 24.
The KSA’s own earlier survey found that 11.2% of reviewed ads targeted age groups that include users aged 18 to 23.
Ads Used Tactics to Avoid Detection
The report found that advertisers used several methods to avoid being caught. Many campaigns ran for very short periods, with a median duration of just three days. Around 93% lasted fewer than 14 days.
Other tactics included using app store links that redirected users to unlicensed gambling sites, impersonating well-known Dutch brands, and using fake testimonial accounts.
Around 38.3% of the identified ads were removed during the research period. But the report noted that new illegal ads appeared more quickly than old ones were taken off.
The KSA filed over 4,600 reports with Meta in April about illegal gambling content on Facebook and Instagram.
The Dutch government has been discussing a complete ban on gambling advertising. In January, the government compared gambling to sex work in a policy document. Industry group VNLOK warned that a full ban could push activity to unregulated markets. The KSA also reminded licence holders last week that World Cup-period violations would face swift enforcement.
