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Meta is facing renewed scrutiny over illegal gambling advertising in Australia after reports showed Facebook and Instagram carrying promotions for unlicensed online casinos. The case also pointed out a deficiency in Australia’s existing legislation that prevents the Australian Communications and Media Authority from forcing the removal of the advertisement.
A report in The Sydney Morning Herald on Aug. 14 found advertisements for offshore casino websites, online poker machines, roulette, and blackjack simulation software. Some promotions also appeared to impersonate Crown Melbourne and Star, although neither established brand operates online gambling.
Ads Linked To Offshore Sites
The report said many advertisements were placed by affiliate marketers earning commissions of up to 20% from referred customer losses. Some advertisements reportedly directed users to “scambling” sites, a term used for platforms designed so that winnings cannot be withdrawn.
Under the Interactive Gambling Act 2001, ACMA must be satisfied that most people accessing a site are physically located in Australia before it can determine that an advertising breach has occurred. Because globally hosted platforms attract users from different countries, that requirement is difficult to meet.
As a result, ACMA can request that Meta remove advertisements, but cannot currently force the company to take them down under the described circumstances.
Proposed Law Would Expand Powers
The Interactive Gambling Amendment (Gambling Reform) Bill 2026 was introduced into federal Parliament on July 2. If passed, it would give ACMA the power to issue removal notices for illegal gambling advertisements on online content services.
The bill would also require internet service providers, domain name system providers, app distribution services, and search engines to block access to designated illegal operators. Banks and payment providers would receive obligations to block fund transfers to those services.
Most provisions are scheduled to begin on Jan. 1, 2027. However, the legislation has been referred to a Senate inquiry, which is due to report on Aug. 17. ACMA’s recent enforcement figures show the scale of the market it is addressing. In 2025-26, the authority investigated 70 offshore gambling services; all 70 were found to be in violation of the law, and 49 websites were blocked.
Similar Dispute In Netherlands
The Australian case is not the only dispute involving Meta. 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 aimed at Dutch users during the final quarter of 2025. It was estimated that more than 95% came from unlicensed operators. Research commissioned by the group estimated that illegal advertisements reached about 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, which requires large platforms to address illegal content at scale.
Meta Points To Wider Responsibility
Meta said illegal gambling required cooperation among domain registrars, hosting providers, and regulators able to block sites at their source. Meta said it disabled ad accounts connected to brand impersonation and removed more than 159 million scam advertisements globally last year.
Crown and Star said that they do not operate online and use specialist services to monitor and remove spoof sites. Critics, including Gambling Policy Hub director Lauren Levin and Charles Livingstone of Monash University, argued that Meta already has tools capable of filtering similar advertisements in Ireland and Indonesia.
Regulators Examine Enforcement Gap
The disputes in Australia and the Netherlands reflect a tension between the reach of online platforms and regulatory powers. Australia is considering a stronger removal authority, while the Netherlands is testing an existing EU law.
The results of these cases will have implications for regulators in dealing with illegal gambling advertisements and voluntary removals.
Source: Asia Gaming Brief
