Meta will start checking the licenses of online casinos and sportsbooks that advertise on Facebook and Instagram. The pilot launches in Switzerland: Nordic operator Paf will share license documents and domains of legal market participants — both operators and affiliates — with Meta. The project was presented at SBC Summit in Lisbon, and work is due to start next week. Here is what will be checked, why Switzerland comes first and what it means for anyone running gambling traffic from Facebook.
The chain Meta will be able to check in the pilot (chart labels in Russian)
What we know about the Paf and Meta pilot
- Who: Paf, a gambling operator owned by the Government of Åland (Finland), and Meta.
- What is shared: license documents and URLs of sites operating legally in the Swiss market — covering affiliates as well as operators.
- Why: so Meta can tell licensed operators and partners from unlicensed ones and stop black-market ads.
- Changes in Ads Manager: none for now — no new button or separate check has been announced. The data will be used inside Meta's moderation.
- Cost: Paf says it pays nothing — "only time and talks".
Paf's Chief Business Development Officer Jesper Eliasson described the problem: an advertiser may hold a real license issued in a completely different country, and "it can be hard to detect in that mess of jurisdictions." He said offshore operators use various tactics to get around Facebook's existing checks. The pilot aims to "eradicate the creative around the black market and halt the growth of unlicensed operators."
Why Switzerland comes first
Switzerland's Money Gaming Act (Geldspielgesetz) has been in force since 2019. Only Swiss land-based casinos with an extended concession may run online casinos, while sports betting and lotteries belong to the state-run Swisslos and Loterie Romande. Regulators ESBK and Gespa keep blocklists of illegal domains, and internet providers block them.
So a database of legal sites already exists in Switzerland — it just needs to be connected to ad moderation. The Swiss system still has gaps, though: for example, there is no payment blocking for illegal operators. That keeps advertising an important channel bringing players to the black market.
If the pilot works, Paf wants to take the model to other European countries — no specific markets have been named yet.
Why a license alone is no longer enough
Until now Facebook moderation has mostly looked at the creative itself and whether the advertiser is approved for gambling ads. Meta already requires prior written permission for gambling ads and targeting only countries where they are allowed. But an operator may hold a Curaçao, Malta or other license while its ads run in Switzerland, where that license gives it no right to operate.
The pilot targets exactly this gap. Meta will be able to cross-check:
- the ad — who is running it;
- the intermediary site — a review, casino ranking, pre-lander or affiliate landing page;
- the operator — whose domain the player finally lands on;
- the license — whether the operator may legally serve that specific country.
What it means for media buyers and affiliates
For now this is a single-country pilot, and it's too early to talk about mass bans. But the direction is clear: the whole funnel will be checked, not just the creative.
- Affiliates will be checked alongside operators. Paf says affiliate sites will be on the lists too. A review or ranking that sends users to an unlicensed casino can get ads rejected and the account banned.
- Check the offer's license for each GEO. Before launching, ask your affiliate program manager whether the brand holds a local license in the country you target.
- White-hat Facebook gambling traffic only gets safer with legal brands. In Switzerland that means licensed local casinos and Swisslos / Loterie Romande.
- "The creative passed, so we're fine" will work less often. If Meta links ads, domains and licenses, getting around moderation with a cloaker and domain rotation gets riskier — especially in countries with blocklists.
- Watch other European GEOs. Regulated markets have long pushed Meta: in the Netherlands, operator association VNLOK spent five years pressing Meta to act on illegal casino ads and says it received only automated responses.
How to run gambling without Facebook — see gambling traffic from Telegram and UBT via YouTube Shorts and Reels. We cover Meta and iGaming news in our Telegram channel.
FAQ
Can you advertise online casinos on Facebook?
Yes, but only with Meta's prior written permission, a license and targeting limited to countries where such ads are allowed. Gambling ads without permission are rejected.
Will Meta check licenses in every country?
Not yet. This is a Switzerland-only pilot. If it works, Paf wants to extend the model to other European countries.
Does this affect affiliates?
Yes. Paf shares data on legal affiliates as well as operators, so Meta can see where traffic ultimately goes.
Which online casinos are legal in Switzerland?
Only the online casinos of Swiss land-based casinos with an extended concession. Sports betting and lotteries are run by Swisslos and Loterie Romande. Other sites are blocklisted and blocked by the regulator.
What changes in Ads Manager?
Nothing for now: no new buttons or checks have been announced. License and domain data will be used inside Meta's moderation.
Sources: iGaming Business, iGaming Expert (SBC Summit Lisbon), Swiss gambling legislation, Meta advertising policies. 18+ content.