As industry leaders gather at ICE Barcelona to discuss the future of global gaming, the UK Gambling Commission (UKGC) used the event to issue a pointed warning to Meta, accusing the tech giant of allowing illegal gambling advertisers to flourish across its platforms.
UKGC: Meta “Wants It Both Ways”
In a speech delivered at ICE Barcelona, UKGC Executive Director Tim Miller said Meta is attempting to “have its cake and eat it,” maintaining relationships with licensed operators while simultaneously enabling unlicensed gambling companies to target UK consumers.
Despite repeated warnings from the regulator, Miller said illegal gambling ads remain widespread on Meta’s platforms. Many of these ads are aimed directly at British users and are even labeled “not on GamStop”—a reference to the UK’s national self‑exclusion program.
Such ads, Miller noted, are designed to lure self‑excluded and vulnerable individuals back into gambling, often on high‑risk offshore sites.
“They Simply Chose Not to Look”
Miller rejected Meta’s claim that it removes illegal ads when notified, arguing that the company is fully aware of what appears on its platforms.
“Companies like Meta will tell you they don’t tolerate the advertising of illegal sites and will remove them if they are notified,” Miller said. “But that approach suggests they don’t know about those ads unless alerted. That is simply false.”
He pointed out that Meta’s own ad library allows users to search for specific keywords—typing in “not on GamStop” produces numerous results.
Miller also noted that Meta has previously encouraged the UKGC to use AI tools to help flag illegal ads, a suggestion he said underscores the company’s unwillingness to proactively police its own ecosystem.
A Question of Responsibility
Miller concluded by challenging Meta to decide where it stands.
He said the company must choose whether it supports the consumers who use its platforms or the criminals and predatory operators who exploit them to reach vulnerable people.
