Paf and Meta launch pilot against illegal gambling ads
Paf, the Nordic gambling company headquartered in the Åland Islands, has agreed a pilot project with Meta to tackle unlicensed gambling. The project was presented at the SBC Summit.
How the pilot works
Paf will share licence documents and URLs with Meta so the platform can better recognise what unlicensed operators and affiliates look like. The first phase builds a model for Switzerland that could later be scaled to other markets. Paf's Chief Business Development Officer Jesper Eliasson presented the plan and said Meta does not want illegal operators on its platform. "I don't know whether we will succeed, but we have taken the first steps," he said.
- Paf shares licence and URL data with Meta.
- The pilot starts in Switzerland.
- Dutch trade body VNLOK counted over 70,000 gambling ads on Meta platforms in Q4 2025.
Background: pressure on Meta
Dutch trade association VNLOK is suing Meta over illegal gambling advertising. VNLOK says Meta showed more than 70,000 gambling ads in Q4 2025, that 95% came from unlicensed operators and that fewer than 5% were removed. VNLOK chairman Björn Fuchs called on Meta to "uphold their responsibility".
What it means for players
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Source: SBC News, 6 October 2026. Written by the Jeton Casinos editorial team based on the source report.