Illegal online casinos reportedly used Meta’s advertising platforms to reach Dutch gamblers who had already excluded themselves from legal betting. The investigation raises concerns about how unlicensed operators can target vulnerable consumers and undermine responsible gambling safeguards.
An investigation by BNR found hundreds of advertisements on Facebook and Instagram during late 2025 and the first half of 2026. The ads promoted illegal gambling websites to people registered with CRUKS, the Netherlands’ national self-exclusion system.
CRUKS helps people stay away from gambling by blocking access to licensed Dutch gambling operators for at least six months. Around 100,000 people had registered with the system earlier this year.
However, the advertisements appeared to offer these users a way around the restriction.
Ads Promoted Ways Around CRUKS
Some advertisements portrayed CRUKS as unnecessary government interference with personal freedom. Others promoted foreign casinos by highlighting that they do not check the Dutch self-exclusion register.
Several ads also used AI-generated people to attract attention and directed users to websites ranking casinos that operate without Dutch licences.
BNR found the advertisements through straightforward searches in Meta’s advertising library, including searches for “CRUKS.” Some ads came from accounts with names that openly referenced bypassing the exclusion system, including Zonder Cruks and Betrouwbare Spelsites.
The advertising model also raises questions for Meta. Because businesses pay for advertising campaigns, the platform can generate advertising revenue from promotions for gambling services that are illegal in the Dutch market.
Meta Removes Ads After Investigation
The investigation prompted several changes.
After BNR contacted parties connected to the advertisements, one linked website changed its content. It stopped listing illegal online casinos and instead promoted digital slot games that do not allow users to win or lose real money.
Meta also removed numerous advertisements from its library and banned Facebook accounts associated with Zonder Cruks and Betrouwbare Spelsites.
The company said it takes enforcement seriously and requires advertisers to comply with applicable laws and regulations.
Nevertheless, the removals do not change the findings from the investigation. The advertisements had already appeared on one of the world’s largest social media platforms and were accessible through Meta’s own advertising tools.
CRUKS Users Represent a Vulnerable Audience
The targeting is particularly concerning because CRUKS users are not an ordinary gambling audience.
People register with CRUKS to prevent themselves from gambling, often because they recognise that continued gambling has become harmful. Ads specifically promoting ways to bypass that protection can therefore undermine the purpose of the self-exclusion system.
Gea-marit Dekker of the Trimbos Institute’s gambling expertise centre described CRUKS users as particularly vulnerable. She noted that people use the system to protect themselves or those around them, while an advertisement offering immediate access to gambling could exploit moments of impulsive behavior.
Judith Noijen, an addiction specialist at Jellinek, highlighted similar concerns. Stress, loneliness, and difficult personal circumstances can weaken self-control. Consequently, an advertisement promising access to gambling without CRUKS restrictions could give vulnerable users an opportunity to return to an activity they had deliberately avoided.
Illegal Ads Highlight Regulatory Challenges
The case highlights a broader challenge for gambling regulators and social media platforms. Self-exclusion systems can restrict access to licensed operators, but they cannot necessarily prevent consumers from encountering illegal gambling offers online.
For regulators, the issue extends beyond the operation of unlicensed casinos. It also involves how those platforms reach consumers, particularly when advertisers deliberately target people who have already taken steps to stop gambling.
For operators and technology providers in regulated markets, the case further underlines the importance of responsible gambling, advertising compliance, and effective consumer protection.
Ultimately, the advertisements did more than promote unlicensed gambling services. They reportedly used the existence of a consumer protection measure as a selling point — specifically targeting people looking for ways around it.
