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(AsiaGameHub) –   Social media giant Meta continues to face scrutiny from gambling regulators, many of which are growing increasingly frustrated by the prevalence of unlicensed advertising on its platforms.

The company behind Facebook and Instagram is under observation by the Kansspelautoriteit (KSA), the Dutch gambling authority. The KSA launched its investigation just one day after a Dutch news outlet reported that operators were exclusively using the platform for advertising purposes.

In April, the KSA submitted more than 4,600 reports to Meta regarding illegal advertisements. The regulator emphasized that it is paying ‘special attention’ to certain unnamed gambling companies that frequently advertise on social media platforms such as Facebook and Instagram.

“Illegal gambling providers frequently place advertisements on social media,” the KSA stated. “In doing so, they use names and logos of well-known Dutch athletes and major brands to enhance their credibility.”

“It is often difficult for consumers to determine whether a gambling provider holds a license. To protect consumers, the KSA is therefore making a strong effort to combat online advertising by illegal providers.”

“The KSA does this, among other measures, by filing reports with major media companies more frequently.”

Dutch gambling ads drama

Licensed Dutch gambling operators have been prohibited from advertising on social media since July 1, 2024. This ban was part of a broader restriction on ‘untargeted’ advertising, including advertisements on television, radio, newspapers, and public spaces.

Companies are also barred from using ‘role models’ such as athletes and social media influencers in their advertising campaigns. Starting July 1, 2025, sports sponsorships were completely banned—the same date as in neighboring Belgium.

Regulated firms may feel vindicated by the Netherlands’ recent statement, as the industry has been advocating against what it views as excessive regulation, arguing that restricting advertising for legal operators inadvertently benefits the black market.

Dutch betting companies have raised similar concerns about taxation, with gambling taxes increasing to 37.8% of gross gambling revenue (GGR) on January 1, 2026.

The rising tax rates over the past two years prompted some companies, like the LiveScore Group, to exit the Dutch market, while the KSA itself has observed a significant increase in black market revenue between 2024 and 2025.

KSA keeps up the pressure

The KSA has reiterated that it is implementing various measures to tackle the spread of illegal gambling on social media, including close collaboration with ‘various companies and organizations’.

The regulator disclosed that it recently held a ‘meeting of the alliance’ to discuss knowledge, trends, and insights, with social media advertising being a central topic. The working group subsequently conducted a brainstorming session, and the KSA aims to use the outcomes to shape its future policies.

“In the Netherlands, online gambling is only permitted through licensed providers,” the KSA concluded.

“The KSA’s strategy against illegal offerings ranges from imposing fines to disrupting the infrastructure used by illegal operators. The online environment, particularly social media, plays a significant role within this infrastructure.”

The KSA is not the only national gambling regulator closely monitoring social media advertising. For instance, Great Britain’s Gambling Commission has expressed growing frustration with the volume of unlicensed advertising on Meta platforms.

“If we can find them, then so can Meta: they simply choose not to look,” said Tim Miller, the Commission’s Executive Director of Research and Policy, during the ICE gambling industry trade show earlier this year.

“It could leave you with the impression that they are quite happy to turn a blind eye and continue taking money from criminals and scammers until someone raises an issue. So it does leave Meta with the question of ‘Whose side are you on?’”