EU study increases pressure on Meta over illegal betting ads

A study prepared for the European Commission has increased scrutiny of Meta and other major technology platforms. The research, carried out by Open Evidence and Spark Legal, examined weaknesses in advertiser verification. Vulnerabilities in digital advertising were discussed in connection with fraudulent activities. Online betting was one of the six areas examined in the study.

In the betting sector, the research found that advertising systems can allow operators without a valid local license to target users in restricted markets. It also drew attention to fake apps appearing in legitimate app stores.

VNLOK, the Dutch industry association, is using these findings to call for stricter checks on license verification and the detection of disguised illegal campaigns. According to an estimate by the Netherlands Gambling Authority, more than 4,600 illegal betting ads were seen on Meta platforms in April 2026.

VNLOK wants European rules to require betting advertisers to carry out more advanced checks before running campaigns. The group also demands stronger detection of campaigns that change domain names, use misleading content, or try to evade review with fake apps.

The group also links its lawsuit against Meta to this study. The case is based on responsibilities under the Digital Services Act, and Meta was summoned to court in early 2026. Concerns also include licensed operators having to compete in the same advertising channels with businesses that lack the necessary local permits. Google has changed part of its approach to betting advertising.