Paf and Facebook Launch Swiss Pilot Against Illegal Gambling Ads
Switzerland.- 2 October 2026 | www.zonadeazar.com Paf has agreed with Facebook to launch a pilot scheme in Switzerland aimed at tackling advertising from unlicensed gambling operators and affiliates targeting local players through the platform.
The initiative is due to begin next week and seeks to create a more effective way of distinguishing regulated businesses from offshore operators.
Data Sharing With Meta
As part of the pilot, Paf will share selected information with Meta to help identify authorised operators.
The data will include:
- Licensing documents.
- Operator URLs.
- Information related to affiliates.
The aim is to make it easier to verify which businesses are legally permitted to target Swiss consumers.
Foreign Licensing Challenge
One of the main difficulties is that offshore operators can use licences issued in other jurisdictions when presenting themselves as regulated businesses.
This can make it difficult for digital platforms’ automated systems to determine whether a particular advertising campaign is authorised specifically in Switzerland.
mycasino.ch Partnership
Paf is the technology partner of Grand Casino Luzern, owner of mycasino.ch.
The online casino launched in 2019 and now generates more than €100 million in annual revenue, while Paf says it holds more than 30% of the Swiss online market.
Switzerland as the Pilot Market
Paf Chief Business Development Officer Jesper Eliasson said Switzerland was chosen partly because of the company’s direct involvement in the market.
He believes the country can provide a testing ground for a model that could later be scaled to other jurisdictions.
Cooperation Rather Than Litigation
The strategy differs from legal action taken by some European gambling associations against Meta over advertising linked to illegal operators.
Paf has instead chosen to pursue direct cooperation with Facebook.
Statements
Eliasson said the initiative remains extremely new and acknowledged there is no guarantee it will succeed.
However, he argued that establishing a direct working relationship with Facebook already represents an important first step.
Regulator Involvement
Paf also plans to bring Swiss regulatory authorities into the process.
The goal is to bring the technology platform, licensed operators and public authorities together to improve the identification of illegal advertising.
Swiss Regulated Market
In Switzerland, casinos may offer online gaming only when they hold the required authorisations.
Authorities also maintain lists of unauthorised domains and require internet providers to block access to certain illegal gambling websites.
Offshore Advertising
Paf believes website blocking alone may not be enough if offshore operators remain able to promote themselves through social media.
The pilot is intended to intervene earlier by reducing players’ exposure to those adverts.
Industry Context
Advertising by illegal operators on social platforms has become an increasing concern across several European gambling markets.
Regulators and licensed-industry groups are placing growing pressure on major technology platforms to strengthen their control systems.
Next Steps or Impact
Operational work between Paf and Facebook is expected to begin next week.
If the Swiss pilot proves effective, Paf wants to explore whether the approach can be expanded to other European jurisdictions.
The scheme could provide a new model for cooperation between regulated operators, authorities and technology platforms in addressing the online black market.
Editó: @fonta
