Meta and Paf's Swiss Gambling Crackdown: What It Means

Dr. Annelies De Vos · 2026-10-06

### A New Alliance Takes Aim at Illegal Gambling Ads Paf, a well-known gambling operator, has teamed up with Meta to test a new system that could change how we spot unlicensed gambling operators and their affiliates on social media. The pilot kicks off in Switzerland, where Paf will share license documents and website URLs with Meta. The goal? Help the platform tell the difference between legitimate, licensed gambling businesses and those trying to sneak in without proper approval. Jesper Eliasson, Chief Business Development Officer at Paf, unveiled this initiative at the SBC Summit in Lisbon. It's a big deal because it's one of the first times a gambling company and a tech giant are working together to clean up the online gambling space. ### Why Switzerland? And Why Now? Switzerland might seem like an odd choice for a pilot, but it makes sense. The country has strict gambling laws, and only a handful of operators are licensed to offer online gambling. That makes it easier to spot the bad actors. Plus, Switzerland is known for its regulatory precision—if it works there, it could work anywhere. But let's be real: illegal gambling ads are a problem everywhere. They pop up on Facebook, Instagram, and other Meta platforms, targeting people who might not know they're dealing with an unlicensed operator. These ads can lead to scams, unfair terms, and zero consumer protection. So, this pilot isn't just about Switzerland—it's a test case for a global solution. ### How Will It Work? Paf will provide Meta with a list of its licensed websites and the corresponding license documents. Meta can then cross-reference that information with advertisers. If someone claims to be a licensed gambling operator but isn't on the list, Meta can flag them. It's like a bouncer checking IDs at the door—but for online ads. This approach could be a game-changer. Instead of relying solely on reports or manual reviews, Meta would have a trusted source of truth. And Paf isn't just doing this out of the goodness of its heart—it has a vested interest in shutting down unlicensed competitors who don't play by the rules. ### What's in It for Meta? Meta has been under pressure to clean up its act when it comes to gambling ads. Regulators and consumer groups have criticized the company for not doing enough to prevent illegal gambling content. By partnering with Paf, Meta shows it's taking the issue seriously. It's also a way to protect its users and avoid potential fines. But there's a catch: Meta will need to scale this system beyond Switzerland. If it works, we could see similar pilots in other countries. That's good news for licensed operators, but bad news for shady ones. ### The Bigger Picture This pilot is part of a broader trend: collaboration between tech platforms and regulated industries to fight illegal activity online. We've seen it with counterfeit goods, piracy, and now gambling. It's a recognition that no single entity can solve these problems alone. For professionals in the gambling industry, this is worth watching. If successful, it could become the new standard for how platforms verify gambling advertisers. That means more transparency, less fraud, and a fairer playing field. ### What's Next? The pilot starts soon, and we'll be keeping an eye on the results. If it works in Switzerland, expect Meta and Paf to expand it to other markets. In the meantime, licensed operators should make sure their paperwork is in order—because this kind of verification could become the norm. As Jesper Eliasson put it, "We need to work together to protect players and ensure a safe gambling environment." And that's something we can all get behind.