UK Gambling Regulator Slams Meta Over Illegal Ads
In a bold statement at the ICE 2026 gaming conference in Barcelona, Tim Miller, executive director of the UK Gambling Commission, has leveled serious accusations against Meta, the parent company of Facebook and Instagram. Miller claims that Meta is deliberately ignoring the presence of illegal gambling advertisements on its platforms, effectively choosing profit over consumer protection.
Meta's Alleged Deception
Miller asserts that while Meta publicly maintains it doesn't tolerate illegal gambling ads and will remove them upon notification, this stance is misleading. 'Companies like Meta will tell you that they don’t tolerate the advertising of illegal sites and will remove them if they are notified about them,' Miller stated. 'But that approach suggests that they don’t know about those ads unless alerted. That is simply false.'
The Gambling Commission head supports his claim by pointing to Meta's own advertiser library, which is searchable by the public. 'You or I can conduct such a search for 'not on Gamstop' sites and see for ourselves how many are currently paying Meta to advertise on their platforms,' Miller explained, calling the results 'effectively a window into criminality.'
The Gamstop Issue
Miller specifically highlighted ads for gambling sites that explicitly state they are 'not on Gamstop.' Gamstop is the UK's self-exclusion service that allows individuals to ban themselves from accessing gambling sites. The presence of ads for sites that deliberately opt out of this service raises concerns about targeting vulnerable individuals.
'If we can find them, then so can Meta: They simply choose not to look,' Miller concluded, suggesting a deliberate inaction from the tech giant.
Regulatory Efforts and Meta's Response
The UK Gambling Commission has reportedly engaged with Meta regarding this issue, but Miller described the progress as 'very limited.' He recounted that Meta suggested the Gambling Commission deploy its own AI tools to monitor and report illegal ads, a suggestion Miller found unsatisfactory coming from a company of Meta's technological capabilities.
'I am very surprised if Meta, as one of the world’s largest tech companies, is incapable of proactively using their own keyword facility to prevent the advertising of illegal gambling,' Miller 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.'
Broader Implications for the Industry
Miller's criticism extends beyond just Meta, touching on the broader issue of how tech companies contribute to the illegal gambling market. He pointed out that licensed operators often share suppliers and marketing platforms with illegal operations, creating a murky landscape that regulators struggle to navigate.
'We are increasingly identifying suppliers, affiliates, advertisers, tech companies, and others that work with licensed operators but who are also providing the same services to the illegal market,' Miller explained. 'If you are using the same suppliers, such as web hosting companies, as the majority of illegal websites, then you are helping to build the illegal market.'
Call for Accountability
Miller's comments serve as a stark reminder of the responsibilities that come with platform power. As social media and digital advertising continue to evolve, the lines between legal and illegal activities can become increasingly blurred. Regulators like the UK Gambling Commission are calling for clearer boundaries and more proactive measures from tech companies.
'The Gambling Commission has tried to engage Meta, but aside from a few warm words we have got very limited progress,' Miller stated. This lack of progress underscores the ongoing challenges faced by regulators in keeping up with the rapid pace of technological innovation and its potential for misuse.
What's Next for Meta?
Following such public criticism from a major regulatory body, it remains to be seen how Meta will respond. The company could choose to implement more robust measures to detect and remove illegal gambling ads, potentially leveraging its existing keyword search capabilities more effectively.
Alternatively, Meta might double down on its current approach, arguing that its existing policies are sufficient and that the burden of detection should be shared among all stakeholders, including regulators and licensed operators.
Whatever path Meta chooses, Miller's comments have certainly brought the issue of illegal gambling ads on social media platforms to the forefront, likely prompting further discussion and scrutiny from both industry players and the public.
Protecting Consumers in the Digital Age
At its core, this dispute highlights the ongoing struggle to protect consumers in an increasingly complex digital landscape. As platforms like Meta become more integrated into daily life, their role in facilitating both legal and illegal activities comes under closer examination.
For the UK Gambling Commission, the issue is particularly urgent given the potential harm that illegal gambling can cause. By allowing ads for sites that deliberately exclude themselves from protective measures like Gamstop, platforms may be inadvertently contributing to gambling-related harm.
'The Gambling Commission's purpose is to oversee licensed gambling and reduce any harms it causes,' Miller reminded. 'That job is made harder if illegal gambling operations offer an alternative.'
A Call to Action
Miller's statements at the ICE 2026 conference represent a call to action for not just Meta, but for the entire digital advertising ecosystem. As technology continues to evolve, so too must the frameworks that govern it.
Consumers, regulators, and industry players alike will be watching closely to see how Meta responds to these accusations. In an era where digital platforms wield immense influence, their role in shaping both legal and illegal markets cannot be underestimated.
Only through increased transparency, accountability, and collaboration can the digital landscape be made safer for all users, particularly in sectors like gambling where the potential for harm is significant.