Paf Partnered With Meta To Block Unlicensed Gambling Ads
The operator launched a pilot program to identify and remove illegal gambling advertisements on Meta's social platforms.
Updated on Oct. 6, 2026 in Gambling
Live Poll
Do you trust social media companies to effectively police illegal advertising on their platforms?
Gaming operator Paf has formed a pilot project with Meta to curb the prevalence of unlicensed gambling advertisements. The collaboration involves sharing license documents and URLs to help Meta identify and purge operators that lack regulatory approval.
Why it matters
The initiative addresses significant concerns regarding illegal gambling content, as recent data revealed that the vast majority of gambling ads found on Meta platforms originated from unlicensed entities. By formalizing this verification process, the partnership aims to improve consumer protection and promote responsible gaming standards.
During the fourth quarter of 2025, auditors identified over 70,000 gambling advertisements on Meta platforms. Approximately 95% of these ads were traced to unlicensed operators, yet Meta removed fewer than 5% of the total identified content.
The players
Paf
This gaming operator is based in the Aland Islands and recently delivered record financial results in 2025.
Meta
This technology conglomerate owns and operates major social media platforms currently facing scrutiny over illegal gambling advertising.
VNLOK
This organization is currently involved in legal action against Meta regarding the display of unlicensed gambling advertisements.
Jesper Eliasson
He is a representative who presented the details of the new pilot project during the 2026 SBC Summit.
The details
Under the new model, Paf will supply Meta with verified licensing documentation and official website URLs to enable more effective detection of illegal activity. This pilot program will initially launch in Switzerland before the company attempts to scale the model to other global markets.
Timeline
VNLOK identified 70,000 gambling ads on Meta platforms during Q4 2025.
Jesper Eliasson presented the project details at the SBC Summit in late September 2026.
Culture Shift
This collaboration follows a pattern set by the VNLOK lawsuit against Meta, which formally challenged the platform's oversight of illegal gambling advertisements. It reflects an industry-wide move toward private-sector accountability in the absence of stringent automated moderation.
Users of Meta platforms may notice a reduction in targeted gambling advertisements as the platform begins utilizing provided license data to filter out unlicensed operators. This change is intended to limit exposure to predatory or unregulated gaming environments, potentially altering the ad content encountered during daily social media usage.
The takeaway
This partnership highlights the growing necessity for direct collaboration between regulated operators and social media giants to manage digital advertising environments. Consumers should remain vigilant, as regulatory gaps still exist despite these efforts to filter out unauthorized gaming providers.
Further reading
Learn more about industry regulations in our Gambling section.
Source note: This article includes information reported by SBC News.
Live Poll
Do you trust social media companies to effectively police illegal advertising on their platforms?
