Meta and Paf Join Forces to Expose Illegal Gambling Ads in Switzerland

Dr. Annelies De Vos · 2026-10-06

Switzerland might soon become a testing ground for a new way to fight illegal online gambling. Paf, a gambling operator known for its responsible gaming stance, has struck a deal with Meta to pilot a system that identifies unlicensed operators and affiliates advertising on Facebook and Instagram. The goal? To help Meta tell the difference between legitimate, licensed gambling businesses and those trying to sneak in without approval. Jesper Eliasson, Chief Business Development Officer at Paf, unveiled the initiative at the SBC Summit in Lisbon. He explained that Paf will share its license documents and website URLs with Meta, giving the platform a way to verify who's allowed to advertise. It's a simple idea, but it could have a big impact. ### Why This Pilot Matters If you've ever scrolled through social media and seen an ad for an online casino that seems a bit sketchy, you're not alone. Unlicensed operators often target players in countries where they don't have permission to operate. That puts players at risk—no consumer protections, no guaranteed payouts, and no one to turn to if things go wrong. By sharing licensing data, Paf and Meta hope to make it harder for those bad actors to slip through the cracks. The pilot will start in Switzerland, a market known for its strict gambling regulations. If it works there, it could serve as a blueprint for other countries. ### How the System Would Work Here's the basic idea: Paf provides Meta with a list of its licensed websites and the documents to prove it. Meta then uses that information to distinguish between authorized advertisers and those without proper licensing. In theory, that means fewer illegal ads slipping through and more protection for players. It's not a perfect solution—unlicensed operators are notoriously good at finding workarounds—but it's a step in the right direction. And it's a rare example of a gambling company and a tech giant working together instead of butting heads. ### What This Means for the Industry This pilot could set a precedent. If Meta sees value in verifying gambling advertisers, other platforms might follow suit. That could lead to a more transparent advertising ecosystem, where only licensed operators get to promote their services. Of course, there are challenges. Privacy concerns, data sharing, and the sheer scale of social media all complicate things. But Paf and Meta seem willing to test the waters. As Eliasson put it during his presentation, the goal is to "create a safer environment for players"—and that's something everyone can get behind. For now, all eyes are on Switzerland. If the pilot succeeds, it might just change how illegal gambling ads are handled worldwide.