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UK Regulator Accuses Meta of Ignoring Illegal Gambling Ads
The UK Gambling Commission has openly criticised Meta, accusing the tech giant of failing to prevent illegal gambling operators from advertising on its social media platforms. According to the regulator, unlawful gambling promotions are appearing in plain sight on Facebook and Instagram, putting vulnerable consumers at risk.
Gambling Commission Targets Meta at ICE Conference
Speaking at the ICE gaming conference in Barcelona, UKGC Executive Director Tim Miller said Meta’s advertising systems are being actively exploited by unlicensed gambling operators. He warned that these ads are deliberately aimed at British consumers, including individuals who have self-excluded from gambling.
Miller pointed to promotions for so-called “not on Gamstop” casinos found within Meta’s own ad library. These sites, he said, are designed to target players who have taken steps to stop gambling. “If we can find them, so can Meta,” he remarked, describing the situation as a clear sign of criminal activity being ignored.
“Turning a Blind Eye” to Unlawful Advertising
Miller went further than outlining enforcement statistics. He criticised what he described as a wider ecosystem that allows illegal gambling to thrive. While the UKGC has issued hundreds of cease-and-desist notices and disrupted numerous illegal websites, he argued those efforts are being undermined by platforms that continue to profit from unlawful advertising.
Meta, he said, relies too heavily on regulators to flag illegal ads instead of proactively policing its platforms. Despite repeated warnings from the UKGC, Miller claimed Meta has suggested that regulators use their own AI tools to identify and report problematic content.
For a company of Meta’s size and technical capability, this approach was described as unacceptable. Miller warned that public resources are being used to “do Meta’s job for them”.
A Wider Pattern of Problematic Advertising
The criticism follows earlier investigations into Meta’s advertising practices. A Reuters report in December suggested the company internally estimated that up to 10% of its 2024 revenue may have come from ads linked to scams and banned goods, including illegal gambling.
Separately, an Observer investigation found that gambling firms were using tracking tools to share user data with Facebook, allowing targeted betting ads to reach users without clear consent. Privacy campaigners said the findings raised serious questions about platform accountability.
What Meta’s Own Policies Say
Meta’s advertising rules require gambling operators to hold valid licences in their target markets. Ads for illegal gambling services are explicitly banned.
In practice, Miller argued, enforcement falls short. Simple keyword searches, he said, are often enough to uncover unlawful ads, suggesting compliance failures may be systemic rather than accidental.
UKGC Demands Accountability From Gambling Platforms
The UKGC has made its position clear. Platforms that support licensed operators while enabling illegal gambling must make a choice. Continued inaction risks further consumer harm and undermines trust in both the gambling sector and the digital platforms that profit from it.
