UK Watchdog Claims Meta Is Failing to Stop Illegal Gambling Ads

Regulator Raises Alarm Over Vulnerable Consumers

Addressing industry leaders at ICE Barcelona, UKGC Executive Director Tim Miller said Meta’s platforms are being used to promote illegal gambling services to British users. Of particular concern were ads for casinos operating outside the Gamstop self-exclusion scheme.

These promotions, Miller said, are designed to reach people who have actively chosen to block themselves from gambling. He described the ease with which such ads can be found as troubling, adding that their presence offers “a window into criminality”.

Meta Criticised for Reactive Enforcement

Miller accused Meta of taking a reactive approach to enforcement, acting only after regulators identify illegal ads. Despite the company’s advanced technology and global reach, he argued Meta places the burden on regulators to report unlawful activity.

According to Miller, repeated attempts to raise concerns with Meta have resulted in suggestions that the UKGC use its own AI systems to flag problematic advertising. He described this stance as unjustifiable for one of the world’s largest technology firms.

Allegations of Profiting From Harmful Ads

Concerns about Meta’s practices are not new. A Reuters investigation last year revealed internal estimates suggesting that a significant portion of the company’s advertising revenue could be linked to scams and banned products, including illegal online casinos.

The Observer also reported that gambling firms were sharing user data with Facebook to enable targeted betting ads, sometimes without clear consent. Campaigners said the findings showed how digital platforms can benefit from aggressive gambling marketing, even when it breaches stated policies.

Policy Versus Practice

Meta’s gambling advertising rules clearly state that operators must be properly licensed in the jurisdictions they target. Ads for illegal gambling are prohibited and require prior authorisation.

Miller, however, questioned whether those policies are being enforced effectively. He argued that the continued visibility of illegal ads suggests deeper systemic issues rather than isolated oversights.

A Regulatory and Ethical Test for Gambling Platforms

The UK Gambling Commission has framed the issue as both a regulatory and ethical challenge. Platforms that profit from gambling advertising must decide whether to support the regulated market or continue enabling illegal operators. Failure to act, Miller warned, risks consumer harm and long-term damage to industry credibility.