Study Finds Illegal Gambling Ads On Meta From 38 Million Users In Netherlands

A new study has uncovered the scale of illegal gambling advertising reaching Dutch users through Meta platforms since March 2026.

The research, conducted by XY Legal Solutions in partnership with industry body VNLOK, analysed publicly available data from Meta’s Ad Library between 1 and 31 March 2026.

Using eight Dutch language gambling search terms like “gokkast” and “gratis spins”, researchers found over 15,000 advertisements linked to operators without licences from the Dutch gambling regulator, Kansspelautoriteit (KSA).

Illegal Gambling Campaigns Reached Nearly 38 Million Users

Researchers identified 15,114 advertisements connected to unlicensed gambling operators during the month-long study period. These campaigns originated from 2,210 Facebook pages and directed users to 1,292 unique websites.

The report estimates that the advertisements reached approximately 37.9 million unique Dutch users during March. Based on an average frequency of two impressions per user, this would amount to roughly 75.8 million ad impressions in a single month.

The findings align with concerns raised by the KSA. Earlier this year, the regulator reported submitting more than 4,600 notices to Meta regarding illegal gambling promotions appearing on Facebook and Instagram. According to KSA estimates, around 50,000 illegal gambling advertisements were detected each month across social media channels during 2025.

Researchers noted that illegal advertisers adapt quickly, launching new campaigns faster than they can remove existing ones.

Young Adults Massively Exposed To Gambling Advertising

One of the most concerning findings relates to younger audiences. The study estimates that approximately 5.8 million impressions were delivered to users aged between 18 and 24 during March. This equates roughly to 71 million impressions.

Researchers found that 65.4% of the illegal advertisements specifically targeted users below the age of 24. This is important because licensed Dutch gambling operators have been prohibited from targeting this demographic since advertising restrictions were introduced in July 2023.

The report also highlighted several methods used by illegal operators to bypass platform moderation systems. Most campaigns were extremely short-lived, with a median duration of three days and 93% running for fewer than two weeks.

Other tactics included redirecting users through app store links before sending them to unlicensed gambling websites, impersonating renowned Dutch brands and using fake testimonials.

Furthermore, Kansspelautoriteit surveyed Meta gambling ads, identifying that 31 of 277 controlled ads were targeting groups between 18 to 23. An advert by Holland Casino also spread to over 21,000 Dutch users, with 15% likely under 24.

Meta Revenue Estimates Fuel Advertising Policy Debate

Using public Dutch advertising benchmarks, researchers estimated the potential advertising revenue generated by these campaigns.

Based on CPM assumptions ranging from €8 to €15, the report estimates Meta may have generated between €606,551 and €1.14 million from illegal gambling advertising during March alone. This represents between €7.3 million and €13.6 million in potential revenue annually.

The authors stressed that these figures are estimates derived from advertising reach data rather than Meta’s internal financial records. These findings arrive amid current debates on gambling advertising in the country. Restrictions on untargeted gambling advertising were introduced in 2023 and the possibility of a total advertising ban has recently been explored.

Due to the upcoming World Cup, the KSA has reminded operators about the rules of gambling advertisements, comparing the industry to sex work. VNLOK chairman Björn Fuchs has previously warned that a complete advertising ban could unintentionally strengthen black market operators.

Based on a new research, unlicensed operators reach millions of users with ads through Meta platforms. This is particularly concerning due to the sheer number of young people under 24 affected. Therefore, the KSA must find a balance between regulating the digital channels for illegal gambling promotions and a complete ban.