Paf and Meta Launch Pilot to Combat Illegal Gambling Ads in Switzerland.
The Nordic gaming operator Paf has partnered with Meta to combat unlicensed gambling advertisements. The pilot targets ads appearing on Facebook and Instagram. Testing began in Switzerland, where Paf supports mycasino.ch as a technology partner.
How the Paf and Meta Pilot Works
Paf will share licensing documents and approved website URLs with Meta. This information will help its moderation systems identify legitimate gambling businesses. It could also help detect advertisements linked to unlicensed offshore operators and crypto casinos.
The Swiss platform mycasino.ch generates more than €100 million in annual revenue. The pilot aims to improve advertising checks using verified licensing information. This could help Meta distinguish authorised gambling promotions from illegal campaigns.
Paf Calls for Stronger Enforcement
Jesper Eliasson, Paf’s Chief Business Development Officer, says discussions with Meta have been positive. However, he believes voluntary agreements alone cannot eliminate illegal gambling advertising.
Eliasson has called on regulators to use three key enforcement measures. These include cease-and-desist orders against illegal operators and their marketing affiliates. He also recommends stronger cooperation between international authorities.
The third measure involves freezing the assets of operators that target regulated markets unlawfully. Such actions could make it harder for illegal businesses to continue their activities. Cross-border cooperation is also essential when operators work across multiple jurisdictions.
Growing Pressure on Meta
The Paf Meta pilot comes amid growing scrutiny of social media advertising practices. Regulators and industry groups are increasingly concerned about illegal gambling promotions reaching consumers.
In the Netherlands, licensed gambling trade association VNLOK has initiated legal proceedings against Meta. The action follows concerns about illegal gambling advertisements appearing on its platforms. The case adds to pressure on social media companies to strengthen their advertising controls.
Read Also: ACMA Bans Six Online Gambling Sites for Non-Compliance with Regulations
Could the Pilot Expand Across Europe?
Paf hopes to expand the initiative into other European markets if the Swiss trial proves successful. The approach combines industry licensing data with Meta’s advertising moderation systems.
However, technology alone may not solve the problem. Regulators must continue enforcing local laws and working with international partners. Social media platforms must also improve their ability to detect and remove illegal advertisements.
The pilot could become a useful model for cooperation between licensed operators and technology companies. Its long-term impact will depend on the results in Switzerland and the effectiveness of wider enforcement efforts.
