Meta Faces Regulatory Heat Over Illegal Casino Ads in Australia

A major confrontation is brewing in Australia between regulatory bodies and social media giant Meta. Reports of advertisements for unlicensed online casinos, poker platforms, and blackjack simulations on Facebook and Instagram have alarmed policymakers. The issue is deeply rooted in the current legal framework. So far, the Australian Communications and Media Authority (ACMA) can only request that Meta remove such content. A legal handle to enforce these removals is lacking for global platforms due to outdated criteria in the Interactive Gambling Act 2001. This has led to offshore providers aggressively pushing into the Australian market, which is already known for its high per capita losses.

Particularly insidious is the role of affiliate marketers. These intermediaries run the ads and earn commissions of up to 20 percent on the losses of the recruited customers. Some of these advertised sites are referred to in professional circles as "scambling" sites. This term describes platforms programmed so that winnings can never be withdrawn. Despite numerous reports from users, Meta has often refused to remove such content in the past. The company frequently argued that there was no violation of internal fraud policies or merely restricted the age of the target group instead of deleting the post entirely.

Numbers and facts

The scale of the problem is illustrated by ACMA's current figures. In the 2025-2026 period, the authority investigated 70 offshore gambling providers. The result was clear: all 70 services investigated violated existing laws. Subsequently, 49 websites were blocked. The situation is similarly critical in the Netherlands. There, the association of licensed operators VNLOK filed a lawsuit against Meta. In the final quarter of 2025 alone, over 70,000 gambling advertisements were registered on Dutch Meta platforms. Experts estimate that more than 95 percent of these advertisements came from illegal providers. In March 2026, illegal advertisements in the Netherlands reached around 37.9 million users, with the majority of impressions reaching people under 24.

Meta itself tries to distribute the responsibility. The company stated that it removed over 159 million fraudulent ads globally last year.

“Illegal gambling requires cooperation among domain registrars, hosting providers, and regulators able to block sites at their source.” - Official Statement, Meta Platforms

Critics like Lauren Levin of the Gambling Policy Hub do not accept this argument. They point out that Meta already has filtering tools that are successfully used in countries like Indonesia or Ireland to suppress similar advertising content.

Background

To close the enforcement gap, the Interactive Gambling Amendment (Gambling Reform) Bill 2026 was introduced to Parliament on July 2. This law is intended to give ACMA the power to issue binding removal orders for illegal advertising. The powers go far beyond that: internet service providers, search engines, and app stores are to be required to block access to illegal operators. Even banks and payment service providers will be held accountable for preventing money transfers to these bad actors. Most of these regulations are scheduled to take effect on January 1, 2027.

Why it matters for German players

For German players, this development is an important warning to be cautious with social media advertising. In Germany, the State Treaty on Gambling 2021 (GlüStV 2021) applies, which strictly regulates the market. Only providers listed on the official whitelist of the Joint Gambling Authority of the States (GGL) are allowed to legally offer their services and advertising. German users often encounter ads for casinos without a German license on Facebook or Instagram, which entice with unrealistically high bonuses or the removal of limits. But beware: with such providers, neither the German player protection measures apply, nor do you have any legal recourse if winnings are not paid out. In Germany, the deposit limit of 1,000 euros per month and the stake limit of 1 euro per spin for online slots are legally anchored to prevent addiction. Anyone who ends up at illegal offshore casinos via ads bypasses these protective walls and exposes themselves to a high risk of fraud.

What it means for GGL-licensed casinos

For legally operating casinos with a GGL license, the lack of control on platforms like Meta represents a significant competitive disadvantage. While licensed providers must adhere to extremely strict advertising guidelines and must not make misleading promises, illegal providers flood the market with aggressive advertising. However, the legal steps in Australia and the Netherlands could create a precedent. If Meta is forced to implement more effective filters for illegal gambling advertising, it would dry up the channel for black market providers worldwide. In the long run, this will benefit reputable providers who ensure a safe environment through the LUGAS system and the OASIS lock file.