Paf & Meta pilot scheme to flag illegal gambling ads
The move contrasts with a Dutch trade body’s lawsuit accusing Meta of leaving most illegal gambling ads untouched.
The hit
Nordic operator Paf has agreed terms with Meta to launch a pilot project sharing data on unlicensed gambling operators & affiliates, Paf’s chief business development officer Jesper Eliasson said at SBC Summit. The scheme will start in Switzerland before any wider rollout, according to Paf.
Why it matters
For bettors, the pilot signals Big Tech platforms may start acting on illegal operators rather than just hosting their ads. Paf is preparing to enter mainland Finland’s soon-to-launch regulated market, & SBC News suggests the move could offer hope for operators entering the Nordics the legal way. But the deal is experimental & limited to one market so far.
The record
| Gambling ads on Meta, Q4 2025 | 70,000+ shown, 95% from unlicensed operators (VNLOK) |
|---|---|
| Ad removal rate | Under 5% of those ads removed (VNLOK) |
What happens next
Watch for the Swiss pilot’s early results & whether Meta’s response holds up against the Dutch lawsuit’s pressure.
Sources: Is Paf’s Meta deal a sign of the tide turning?
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