EU Study Raises Questions Over Meta’s Gambling Ad Checks

Online gambling is one of six sectors being exploited in online scam campaigns, according to a study commissioned by the European Commission, raising questions about how major digital platforms screen advertisers.

Research by Open Evidence and Spark Legal found that advertising systems could allow unlicensed gambling operators to target users in markets where they do not hold a valid local license. The study also identified fake apps in legitimate app stores. While the official EU publication discusses scam activity and possible countermeasures under the Digital Services Act (DSA), it does not determine whether a platform has actually broken the law.

The findings add to pressure on Meta, the owner of Facebook and Instagram, from Dutch iGaming trade body VNLOK. The association is seeking advance verification of gambling advertisers’ licenses and more effective detection of hidden or deceptive campaigns.

VNLOK has already taken legal action against Meta in the Netherlands, arguing that illegal gambling adverts continue to reach local users. In September, it announced that it had summoned Meta before the Amsterdam District Court, claiming that more than 90% of gambling ads examined in its research came from unlicensed operators.

Stronger checks before campaigns go live could make it significantly harder for unlicensed competitors to use social platforms to reach consumers. The dispute also raises questions about the DSA’s responsibilities regarding platform risk management, with regulators and industry groups calling for stronger safeguards.