Meta faces criticism over Gambling Ad transparency

Meta is facing renewed scrutiny over the advertising policies of its social media platforms, as digital rights campaigners accuse Facebook and Instagram of placing disproportionate restrictions on adverts highlighting gambling-related harms.

The criticism stems from a new report by UK-based digital rights advocacy group, Open Rights Group (ORG), titled “Profiling by Proxy: How Meta’s Data-Driven Ads Fuel Discrimination.” 

As reported by iGaming Expert, Meta’s platforms treat public health messaging as political content, triggering heightened transparency rules, while gambling advertisers often bypass comparable oversight.

“Meta requires more transparency about adverts that highlight the harms of gambling than about adverts that promote gambling,” the report states. 

The classification of harm-focused ads as political content subjects campaigners to stricter compliance standards, such as identity verification and public disclosure via Meta’s Ad Library. 

Meanwhile, commercial gambling ads—including those promoting “social casino” games—are subject to less scrutiny unless they fall into restricted product categories.

ORG’s findings raise red flags around user privacy, especially for vulnerable groups. Through tools like the Meta Pixel, platforms collect extensive behavioural data to construct detailed user profiles, allowing advertisers to micro-target users based on inferred traits.  These profiles can reveal addictive behaviors, financial hardship, or mental health vulnerabilities—data points that campaigners argue should never be used to deliver targeted gambling ads.

The timing of the report is significant. In early 2025, the UK High Court ruled in favour of a former problem gambler who accused Sky Bet of unlawfully targeting him using cookies and third-party data. The case reignited calls for tighter ad regulations, particularly as digital platforms become more influential in shaping consumer behaviour.

Responding to these concerns, the UK Gambling Commission (UKGC) enacted new marketing standards in May 2025. Operators are now required to offer users clear opt-in choices for the types of gambling promotions they receive and through which channels.

As regulators tighten oversight on gambling operators, pressure is mounting for Big Tech to fall in line and take accountability of the matter.