Meta Faces Criticism Over Gambling Advertisements Targeting Vulnerable Users

July 3, 2025

News

Meta Criticized for Gambling Ads Targeting Vulnerable Audiences

Meta, the company behind Facebook and Instagram, is once again under scrutiny regarding its handling of gambling advertisements. A recent report from the UK-based Open Rights Group highlights significant flaws in Meta’s advertising policies. Despite existing regulations and platform restrictions aimed at preventing such issues, gambling ads are still reaching individuals who are potentially vulnerable.

Betting Companies Sharing User Data with Meta Leads to Flood of Gambling Ads

The report reveals that numerous betting companies transfer customer data to Meta using tracking technologies such as Meta Pixel, often without obtaining clear consent from users. This enables Meta to collect detailed information about visitors’ activities and interests on betting websites. As a result, many users—including those who may struggle with gambling problems—are exposed to a high volume of gambling promotions across Meta’s platforms. What raises additional concern is that the ads users see are not always from the betting sites they personally visited. The data shared allows multiple advertisers to target these individuals, causing a continuous stream of gambling-related content to appear in their feeds. The investigation also uncovered that many betting sites send user details to Meta immediately upon page load, bypassing any explicit permission steps. Experts warn this practice jeopardizes vulnerable groups, particularly those recovering from gambling addiction, who may find it harder to resist the temptation when constantly exposed to such ads. Furthermore, regulatory bodies have already reprimanded some betting firms for improperly sharing data. In a notable legal case, a former gambler won against Sky Bet for allegedly processing his personal data to send gambling advertisements without his consent.

Meta Faces Backlash for Stricter Rules on Gambling Warning Ads Compared to Gambling Promotions

The controversy intensifies when comparing how Meta manages gambling promotion ads versus ads designed to raise awareness about gambling harms. Advocates highlight that Meta categorizes gambling warning campaigns under “political advocacy,” subjecting them to stringent transparency requirements. Meanwhile, ads that encourage gambling face far fewer restrictions. This discrepancy makes it easier for gambling companies to market their services, while spreading messages about gambling risks becomes more difficult. Another contentious topic involves “social casino” games—apps that simulate gambling but do not offer real cash prizes. These apps, heavily promoted on Meta platforms, allow users to purchase in-game currency with real money. While they are not bound by the same advertising rules as traditional gambling, experts caution they can foster addictive behaviors and utilize player data for targeted marketing. Digital rights advocates are now calling on regulators to increase oversight of how Meta handles gambling-related advertisements. They emphasize the urgent need for robust protections to shield vulnerable users from aggressive and potentially harmful marketing strategies.