Meta’s blind spot: Why is Facebook ignoring the illegal gambling ads in your feed?

At the recent ICE 2026 conference in Barcelona, UKGC Executive Director Tim Miller delivered a scathing critique of Meta’s current posture. 

The regulator’s core argument is simple: if a human can find these illegal ads with a basic keyword search, why can’t a multi-billion-dollar tech company?

Meta’s "simply false" claims under fire

The tension stems from Meta’s insistence that it does not tolerate unlicensed gambling ads and removes them once notified. Miller, however, dismissed this reactive stance as "simply false."

By accessing Meta’s own searchable ad library, the Commission found a plethora of adverts specifically using the phrase "not on Gamstop." This is a deliberate "window into criminality," as these operators specifically target vulnerable players who have used the Gamstop service to self-exclude from gambling.

UKGC Executive Director, Tim Miller, stated:

I would be very surprised if Meta... is incapable of proactively using their own keyword facility to prevent the advertising of illegal gambling. It could leave you with the impression they are quite happy to turn a blind eye and continue taking money from criminals and scammers.

Why these illegal ads place UK players at risk

When an unlicensed operator reaches a British consumer, the safety net of UK law vanishes. 

Unlike legitimate sites, these "black market" operators:

• Ignore self-exclusion: They actively hunt for players trying to quit.

• Evade taxes: They contribute nothing to the UK economy or research on gambling harm.

• Lack consumer protection: Players have zero recourse if the site refuses to pay out winnings or steals financial data.

A growing crisis in social media advertising

This isn't an isolated incident of tech platforms failing to protect users. Within the last few months, the operator Midnite was forced to pull a social media advert after it was found to be in breach of regulations regarding content that "strongly appeals to children."

These repeated failures have led to a significant shift in public sentiment. Recent surveys indicate that an increasing number of British players are calling for all gambling ads to be restricted, arguing that the current "wild west" of social media marketing has become too dangerous for both children and recovering addicts.

How to protect your feed from illegal operators

Until Meta decides to "pick a side", the side of the consumer or the side of the con artist, the responsibility for safety often falls on the user.

Here are actions to take to help filter out and block these illegal adverts from appearing in your social media feed.

Feature	Recommended action
Meta ad preferences	Go to Settings > Ad Topics > Select "See Less" for Gambling.
Manual keyword filters	Use "Hidden Words" settings to block terms like "No Verification" or "Not on Gamstop."
Reporting tools	Always report illegal ads as "Scam" or "Misleading" rather than just hiding them.

Doing this reduces your exposure to these ads by telling Meta’s AI that you are not interested in gambling topics. It also breaks the algorithm by manually blocking specific keywords that illegal operators use to bypass standard filters.

Clearing the ‘murky’ waters

The UKGC has made it clear that it cannot win the fight against illegal gambling alone. They have called for a unified front where tech companies, regulators, and the legitimate industry work together.

For now, the "blue water" between legal and illegal markets remains murky due to the very platforms designed to connect us.