Meta and Gambling Ads: User Data, Circumventing Rules, and Hitting the Vulnerable

Meta (which owns Facebook and Instagram) is again at the centre of a scandal – this time because of gambling ads, which, despite existing restrictions, continue to reach users with potential addictions. This is due to the fact that betting sites transfer users' personal data through tracking tools like Meta Pixel, often without even asking for consent.

How betting sites leak Meta data

According to a recent report by the British human rights group Open Rights Group, dozens of gambling sites transmit information about user behaviour directly to Meta - as soon as the page loads. That is, the data leaves immediately, without any "Accept cookies" or other explicit forms of consent. Meta receives information about the user's actions on the site — what they viewed, where they clicked, etc.

And this is not just the transfer of statistics for internal analytics. This data is used to build targeting. As a result: a user who came "just to look" or even deliberately avoids betting begins to see tons of gambling ads on all Meta social networks. And the most disturbing thing is not only from the site he visited. Due to cross-promotion, other bookmakers are also joining the battle.

Advertising on weak points

This approach is especially dangerous for those who are already fighting gambling addiction. People in recovery are literally bombarded with seductive banners that can drag them back into addiction. And all this is happening against the backdrop of a lack of real control.

In the UK, there have already been cases when the court sided with the victims. One of the most notable is the case against Sky Bet, when a man who had previously suffered from addiction began to receive personalized offers, although he clearly did not allow this.

Meta is tightening the screws in the wrong place

The cherry on the cake: Meta is much stricter about advertising directed against gambling. That is, banners that tell about the dangers of gambling addiction and help to cope with addiction fall into the category of "political propaganda", which requires strict transparency, marks and approval.

And what about "social casinos"?

A separate topic is social casino games. These are applications that copy the mechanics of a real casino, but without real winnings. Nevertheless, in-game purchases there are for real money. And although such games are not officially considered gambling, they actively collect player data and target them with ads — as a rule, bets and casinos again.

What human rights activists demand

Organisations advocating for digital security and user rights are demanding regulators to intervene. Their goal is to tighten control over how Meta handles and uses user data in the context of gambling. Especially when it comes to vulnerable groups that need protection, and not tempting push notifications about a new free spin.