Meta is facing renewed scrutiny in Australia after reports found illegal gambling advertisements on Facebook and Instagram promoting unlicensed online casinos and gambling services.
The case has also highlighted a gap in Australia’s current gambling advertising laws. Under the existing framework, the Australian Communications and Media Authority (ACMA) can request that Meta remove certain advertisements but may not have the power to compel removal in some circumstances.
A report by The Sydney Morning Herald on August 14 identified advertisements promoting offshore casinos, online poker machines, roulette, and blackjack simulation software. Some promotions also appeared to impersonate Crown Melbourne and Star, although neither company operates online gambling services.
Ads Promote Offshore Gambling Platforms
According to the report, many advertisements came from affiliate marketers who can earn commissions of up to 20% from referred customer losses.
Some advertisements also directed users to so-called “scambling” websites. These platforms reportedly allow users to place bets but prevent them from withdrawing their winnings.
The issue exposes challenges within Australia’s current regulatory framework. Under the Interactive Gambling Act 2001, ACMA must establish that most users accessing a website are physically located in Australia before determining whether an advertising breach has occurred.
Because many offshore gambling platforms operate internationally and attract users from multiple countries, meeting this requirement can prove difficult.
Consequently, ACMA can ask Meta to remove advertisements but cannot always compel the platform to do so under the existing rules.
Proposed Law Would Give ACMA Greater Powers
Australia is considering changes that could strengthen enforcement against illegal gambling advertising.
The Interactive Gambling Amendment (Gambling Reform) Bill 2026, introduced to federal Parliament on July 2, would give ACMA the authority to issue removal notices for illegal gambling advertisements appearing on online content services.
The proposed legislation would also require internet service providers, domain name system providers, app distribution services, and search engines to block access to designated illegal gambling operators.
In addition, banks and payment providers would face obligations to prevent fund transfers to those services.
Most provisions are scheduled to take effect on January 1, 2027. However, the bill has been referred to a Senate inquiry, which is due to report on August 17.
Meanwhile, ACMA’s recent enforcement figures demonstrate the scale of the challenge. During 2025-26, the authority investigated 70 offshore gambling services and found all 70 in breach of Australian law. Authorities subsequently blocked 49 websites.
Meta Faces Similar Gambling Ad Dispute in Netherlands
Australia is not the only market where Meta faces scrutiny over gambling advertising.
In the Netherlands, licensed-operator trade body VNLOK launched legal action against Meta in June and filed a complaint with the European Commission.
VNLOK said Meta’s platforms carried more than 70,000 gambling-related advertisements targeting Dutch users during Q4 2025. The organisation estimated that more than 95% came from unlicensed operators.
Research commissioned by VNLOK also estimated that illegal gambling advertisements reached approximately 37.9 million Dutch users in March 2026, with most impressions reaching people under 24.
The Dutch case relies on the European Union’s Digital Services Act (DSA), which requires major online platforms to address illegal content at scale.
Meta Calls for Broader Industry Cooperation
Meta has argued that tackling illegal gambling requires cooperation across the wider digital ecosystem. The company said domain registrars, hosting providers, and regulators with the ability to block illegal websites at their source also have important roles to play.
Meta also said it disabled advertising accounts connected to brand impersonation and removed more than 159 million scam advertisements globally last year.
Crown and Star said they do not operate online gambling services and use specialist providers to identify and remove websites impersonating their brands.
However, critics have questioned whether Meta could do more. Gambling Policy Hub director Lauren Levin and Monash University academic Charles Livingstone pointed to Meta’s existing ability to filter similar advertisements in markets such as Ireland and Indonesia.
Australia Considers Stronger Gambling Ad Enforcement
The disputes in Australia and the Netherlands highlight a broader challenge for regulators: online platforms operate across borders, while gambling laws often remain jurisdiction-specific.
Australia is now considering stronger powers to force platforms to remove illegal gambling advertisements. Meanwhile, the Netherlands is testing how existing European legislation can address similar issues.
The outcomes could influence how regulators and social media platforms approach illegal gambling advertising in the future. More broadly, the cases highlight growing pressure on digital platforms to strengthen advertising controls and take faster action when unlicensed gambling operators target consumers.
