Key Moments:
- The UK Gambling Commission criticized Meta over illegal gambling ads on Facebook and Instagram.
- Executives found active ads from unlicensed operators targeting UK users in Meta’s ad library.
- Similar enforcement gaps have appeared in other countries, raising global concerns.
Commission Challenges Meta on Illegal Gambling Ads
The UK Gambling Commission has taken a tougher stance on Meta’s handling of illegal gambling ads on Facebook and Instagram. According to the regulator, Meta relies too heavily on reports instead of stopping unlawful ads before they appear.
Tim Miller, the commission’s executive director, raised the issue at the ICE conference in Barcelona on January 19. He highlighted ads promoting sites labeled “not on GamStop,” a phrase often used to target people who have self-excluded from gambling in Britain.
Clear Patterns of Non-Compliance
During his speech, Miller said the commission could spot ads aimed at UK users within minutes. These ads promoted “not on GamStop” sites and remained visible on the platform.
Moreover, Miller argued that responsibility should not fall on regulators or the public. Instead, platforms should detect and remove illegal content themselves. He rejected claims that such ads only appear briefly or by mistake.
The commission also reviewed Meta’s public ad library. It found active gambling ads accessible in the UK from operators that do not appear to hold valid licenses.
Gap Between Policy and Enforcement
Meta’s written policies ban unauthorized gambling ads and require compliance with local laws. However, the commission says these rules mean little without active enforcement.
In particular, ads promoting sites “not on GamStop” raised serious concerns. GamStop is Britain’s national self-exclusion scheme. It helps users block access to online gambling sites. Ads that bypass it often target vulnerable individuals trying to avoid gambling.
Regulatory Frustration Grows
Miller said the commission has contacted Meta several times but has seen little progress. Meta reportedly suggested that regulators use artificial intelligence tools to flag ads and submit reports.
However, Miller questioned that approach. He said Meta already has keyword search tools that could block such ads before publication.
Meta did not respond to media requests for comment on Miller’s remarks.
Global Implications
The issue extends beyond the UK. Regulators in other countries have raised similar concerns about illegal gambling ads on Meta’s platforms.
Miller noted that this problem appears “country by country.” As a result, public agencies often end up doing work that platforms could handle directly.
Separately, an investigation by Rest of World found illegal gambling ads across Meta’s platforms in regions with strict gambling laws. These findings raise broader questions about global ad enforcement.
| Key Entity | Role / Issue |
|---|---|
| UK Gambling Commission | Calls for proactive enforcement of gambling ad rules |
| Meta | Under scrutiny for handling illegal gambling advertisements |
| GamStop | UK national self-exclusion scheme for online gambling |
- Author
Daniel Williams
