UK Gambling Commission Questions Meta’s Handling of Illegal Ad Practices

Tim Miller, the Executive Director of Research and Policy at the UK Gambling Commission, has criticized Meta for permitting illegal gambling ads on its platforms. Speaking at the ICE 2026 conference in Barcelona, he highlighted the global nature of the problem, noting that users on Facebook and Instagram frequently encounter ads for offshore casinos.

Miller expressed particular concern about black-market operators targeting vulnerable gamblers in the UK, who often advertise themselves as “not on GamStop.”

While Meta claims to remove illegal ads upon notification, Miller dismissed this assertion, stating that a simple search reveals the prevalence of such content, calling the ads “effectively a window into criminality.”

Limited Progress with Meta

Despite the UKGC’s efforts to collaborate with Meta, progress has been “limited”. Tim Miller expressed concern that Meta seems “quite happy to turn a blind eye” to illegal gambling ads, prioritizing profit over compliance. He suggested utilizing AI tools for better monitoring and reporting of such ads.

A Reuters report indicated that illegal ads could contribute to approximately 10% of Meta’s projected $164.5 billion revenue in 2024, with internal documents revealing that employees discussed setting aside funds for potential fines. While a Meta spokesperson dismissed these claims as a “selective view,” they acknowledged the need for advertisers to gain authorization, indicating how black-market operators go around these regulations.

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Global Regulatory Challenges

Meta’s ongoing dispute with UK regulators reflects a wider trend of international scrutiny regarding its management of illegal and high-risk advertising. In 2025, Brazilian authorities mandated that Meta remove illegal ads within 48 hours, while Malaysian regulators urged the company to enhance its efforts against online crime.

In India, Meta faced summons related to gambling investigations but failed to attend questioning in a money-laundering case linked to online betting promotions. Additionally, in the Philippines, Meta acted on regulatory requests by removing pages associated with illegal gambling influencers. These global pressures coincide with US criticism over Meta’s content enforcement, particularly its shift from third-party fact-checking to a community-driven mode.

Ongoing Criticism of Meta

Tim Miller has recently intensified his criticism of Meta, particularly following the tragic suicide of soccer fan Ollie Long, who struggled with gambling addiction and was targeted by illegal sites. Miller described Meta’s approach of removing ads only after complaints as “slightly disappointing.” Although the coroner’s report did not link Long’s death directly to gambling, his sister expressed frustration with the UKGC for its lack of action against illegal gambling.