UK Gambling Commission: Meta enables black market ads
Tim Miller, CEO of the UKGC, launched a harsh rebuke against the parent company of Facebook and Instagram during ICE Barcelona. The regulator accuses the tech giant of allowing ads that specifically target self-excluded users, prioritizing advertising revenue over consumer safety.
The United Kingdom Gambling Commission has raised the tone of its discourse against major social media platforms. In a harsh speech from Barcelona, CEO Tim Miller questioned the integrity of organizations that, in his words, "try to have their cake and eat it too" by working with the regulated industry while facilitating access to illegal operators.
The main focus of the criticism fell on Meta. Miller pointed out that platforms like Facebook and Instagram continue to be a showcase for illegal casinos using tags such as "Not on GamStop". These ads are specifically designed to attract British citizens who have voluntarily self-excluded from gambling through the national system, directly violating public health protection measures.
The "showcase of criminality" on Meta
For the UKGC, Meta’s argument that it removes illegal ads only when notified lacks credibility. Miller was blunt when referring to the social network’s own ad library:
"Any of us can search terms like 'sites not on GamStop' and see how many are currently paying Meta to advertise. It is, effectively, a window into criminality. If we can find them, Meta can too: they simply choose not to look", Miller asserted.
Furthermore, the regulator deemed Meta’s suggestion that authorities deploy their own Artificial Intelligence tools to report ads unacceptable. According to the Commission, this shifts the responsibility and cost of monitoring private platforms onto taxpayers, while Meta continues to earn revenue from that illicit advertising.
A message for the entire supply chain
The UKGC’s warning was not limited to social media. Miller extended the message to technology providers, affiliates, and advertisers operating simultaneously in licensed markets and the illegal sector. According to the body, these companies are "blurring the distinction" between regulated and prohibited activities, making it harder for consumers to make informed decisions.
In this regard, Miller urged legal operators to:
- Strengthen due diligence: Apply stricter controls over their business partners.
- Commercial pressure: Use contractual clauses to ensure their suppliers do not support illegal competitors.
New blocking tools in 2026
Despite having issued hundreds of cease and desist notices and achieving massive URL removals over the past year, the Commission acknowledged that enforcement alone is not enough.
Nevertheless, the regulator confirmed that new government funding and proposed legislative powers to suspend domains and IP addresses linked to illegal gambling will significantly expand its capacity to act this year. The intervention concluded with a call for collective action to make participation in illegal markets "commercially unsustainable" for any global platform.
Tags: United Kingdom, United Kingdom betting, United Kingdom betting advertising, GamStop betting advertising