Key Moments:
- Paf has started a pilot program with Meta to address unlicensed gambling in Switzerland, sharing licensing documents and URLs to clarify operator status.
- Paf aims to develop a scalable model for distinguishing between licensed and unlicensed operators, beginning with the Swiss market.
- Simultaneously, Dutch trade association VNLOK has initiated legal proceedings against Meta for alleged illegal gambling ads targeting Dutch consumers.
Paf and Meta Join Forces in Swiss Pilot Project
Paf, a gaming company based in the Åland Islands, has entered a pilot collaboration with Meta intended to curb unlicensed gambling operators in Switzerland. The company officially confirmed the agreement on October 5, 2026, stating that implementation is set to commence soon. The project was outlined by Paf’s chief business development officer, Jesper Eliasson, during a Scandinavia panel at the SBC Summit in Lisbon on September 30.
Pilot Structure and Objectives
Through the initiative, Paf will provide Meta with licensing documentation and relevant URLs, enabling the social media platform to better differentiate between regulated and unregulated gambling actors. The data provided will encompass both operators and affiliates. Specific details regarding Meta’s usage of the information were not disclosed by Paf. The overarching aim is to establish an effective framework in Switzerland that could be replicated in other markets.
Jesper Eliasson commented on the uncertainty of the pilot’s outcome but noted positive discussions, emphasizing that “Meta does not want illegal operators on its platform.” He further stated, “I don’t want to share the market with anyone who has no license, has not paid for the license or the compliance work, and who also has no responsible gaming measures in place.” Paf has affirmed its commitment to continue working with Meta on this issue, regardless of the pilot’s results.
Focus on Switzerland
Paf’s role as the technology and knowledge partner for mycasino.ch, operated by Grand Casino Luzern, is a key factor behind targeting Switzerland. Paf describes mycasino.ch as Switzerland’s leading licensed online casino, reporting annual revenue exceeding €100 million. According to Paf, unlicensed operators in Switzerland are actively seeking ways to circumvent restrictions imposed by social media platforms. The variation in European licensing regimes complicates the identification of entities behind advertisements, a challenge compounded by licenses issued from disparate jurisdictions. The Swiss market will serve as a testbed for developing a solution to these issues.
| Entity | Role/Action | Details |
|---|---|---|
| Paf | Initiator/Partner | Shares license info and URLs with Meta for Swiss pilot |
| Meta | Platform Partner | Receives data to distinguish licensed/unlicensed operators |
| mycasino.ch | Paf’s Partner Casino | Market leader in Swiss regulated space |
| VNLOK | Trade Body | Filed lawsuit against Meta in Netherlands |
Call for Regulatory Enforcement
Eliasson stressed that enhanced data sharing and industry dialogue are insufficient by themselves. He advocated for supervisory authorities to take decisive action, such as issuing cease and desist orders to infringing operators and affiliates, fostering cross-border enforcement – including with US agencies – and freezing assets of entities that target regulated markets. He warned that overly restrictive product rules, which diminish entertainment value, may inadvertently drive players toward unauthorized online venues, undermining regulatory objectives.
Legal Proceedings Against Meta in the Netherlands
The pilot coincides with a legal move by VNLOK, the Dutch association for licensed online gambling operators, which has summoned Meta to the Amsterdam District Court. VNLOK announced on September 28 its challenge regarding illegal gambling advertisements on Facebook and Instagram. The group requests the court find that Meta is not fulfilling obligations under the EU Digital Services Act and seeks measures to enhance Meta’s efforts in blocking illegal gambling campaigns targeting Dutch users.
- Author
Daniel Williams
