Meta Faces UK Pressure Over Gambling Ads on Facebook

Online gambling ads keep slipping through social media filters, and regulators are losing patience. A fresh warning from the U.K. Gambling Commission has pushed Meta back into the conversation around illegal betting promotion, player protection, and platform responsibility.

Good to Know

• Illegal gambling ads appeared on Facebook and Instagram outside the GamStop self-exclusion system
• The comments came during ICE Barcelona, one of the largest global gaming conferences
• Meta says stricter ad checks already apply to gambling advertisers

At ICE Barcelona, the U.K. Gambling Commission sent a clear message to Meta. The regulator believes illegal gambling ads continue to circulate across Facebook and Instagram, even when users have opted into GamStop, the national self-exclusion program.

Tim Miller, executive director at the Commission, spoke directly about the scale of the issue. He told attendees that unlicensed gambling promotions still flood Meta platforms, raising concerns around player safety and ad enforcement.

He rejected claims of ignorance from the technology group and questioned how such ads could remain visible for so long. He said:

“It could leave you with the impression they are quite happy to turn a blind eye and continue taking money from criminals and scammers until someone shouts about it.”

The remarks landed heavily at ICE, where regulators, operators, and suppliers gathered to discuss compliance and safer gambling across regulated markets.

GamStop Gaps Raise Red Flags

GamStop exists to block gambling access for self-excluded players across licensed U.K. operators. Ads that bypass the system undermine that protection and expose vulnerable users to offshore platforms.

Miller argued that the volume of ads made it hard to believe they escaped detection by accident. According to his comments, Meta had the tools to spot the problem but chose not to act fast enough.

He later added that when illegal ads appeared, Meta decided “not to look.”

Meta responded by pointing to updated gambling advertising rules already in place. The company said it enforces strict standards and removes ads that break policy.

In July last year, Meta rolled out a tighter authorization process for gambling advertisers across Facebook and Instagram. Advertisers now must submit current licensing documents and compliance certificates for every region targeted.

A Meta spokesperson addressed the criticism directly, saying:

“We would encourage the Commission to continue to collaborate with us to ensure users and legitimate advertisers are protected from these bad actors.”

The company maintains that enforcement continues to evolve as scammers change tactics.

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