The continued appearance of illegal gambling advertisements on social media has prompted regulators across Asia to review how major digital platforms handle promotional content. Governments in several countries have begun introducing restrictions and policy measures as authorities assess enforcement gaps in the online advertising space.
In an exclusive interview with SiGMA News, Monica Shafaq, a strategic consultant and former chief executive of a national gambling harm charity, said social media companies must recognise the influence they hold over digital advertising networks.
“If gambling is restricted or prohibited in parts of Asia, platforms should not be allowing paid adverts, affiliate promotions or algorithmic amplification of those services to users in those jurisdictions,” she said.
Her remarks come as scrutiny grows around Meta-owned services such as Facebook and Instagram, which reach vast audiences across Asia. At the same time, governments across the region are tightening oversight of social media platforms.
Indonesia, for example, has introduced a rule banning children under 16 from accessing several major social media platforms from 28 March 2026. The measure applies to services including TikTok, Facebook, Instagram, YouTube, X, Threads, Bigo Live and Roblox. The government says the decision is aimed at protecting minors from online risks, including exposure to pornography, cyberbullying, fraud and excessive social media use.
Meta’s influence across the region is undeniable. Facebook alone has roughly 520 million monthly users across Southern Asia and about 398 million across Southeast Asia.
Combined, Facebook and Instagram provide Meta with an advertising audience of more than 1.3 billion adults across Asia-Pacific. India and Indonesia alone account for more than 700 million of those users. Facebook also holds roughly two-thirds of the region’s social media market share.
This scale, observers say, means that even a small number of illegal gambling advertisements can quickly reach millions of users. Regulators say illegal betting promotions are still appearing in countries where gambling is restricted or banned. In several cases, the advertisements are not always direct paid campaigns but come through influencers, affiliate networks, or disguised promotional content.
“Platforms already have highly sophisticated advertising tools, so there is no credible reason why gambling adverts should ever reach underage users.”
– Monica Shafaq, Business Strategist & Gambling Harm Specialist
Shafaq notes, “There is always a risk of misplaced ad, but that shouldn’t be used as a justification for weak safeguards.” She added, “The bigger issue is whether major platforms are prepared to take responsibility for the role they play in the digital advertising ecosystem.”
Investigations suggest that gambling advertisements have circulated across at least 13 Asian jurisdictions where regulations are strict. Authorities in the Philippines have been particularly vocal after the government banned Philippine Offshore Gaming Operators, commonly known as POGOs. Despite the prohibition, officials say gambling promotions linked to offshore operators continued to appear on Facebook.
The Philippine Amusement and Gaming Corporation has raised the issue with platform representatives and proposed closer cooperation to review gambling-related advertising.
Similarly in Indonesia, authorities have stepped up a nationwide crackdown on illegal online gambling. Officials have blocked millions of gambling-related websites and removed large amounts of content from digital platforms. The communications ministry has worked with police and financial regulators to shut down gambling networks, freeze thousands of bank accounts linked to betting, and break up cross-border syndicates.
Another concern centres on the exposure of minors to gambling content online. According to Shafaq, the technology used by social media companies should already be capable of preventing such advertising from reaching underage audiences.
“The safeguards need to be far stronger than they are today,” she said. Platforms, she explained, already operate highly sophisticated advertising tools. Age verification systems, tighter controls on behavioural targeting, and stronger monitoring of influencer marketing would significantly reduce the chances of minors encountering gambling promotions.
Some industry observers also argue that strict advertising controls may simply push gambling operators towards underground marketing channels or informal affiliate networks.
Shafaq acknowledged that displacement can occur but believes the argument should not be used to justify weak enforcement. “There is always a risk of displacement, but that shouldn’t be used as a justification for weak safeguards,” she said.
Ultimately, Shafaq believes the debate comes down to whether global social media companies are prepared to recognise the responsibility that comes with their influence. As per her, if major platforms enforce stronger controls, illegal operators will struggle to reach large audiences at scale.
“Social media platforms are not passive hosts; they are powerful advertising ecosystems,” she said. “With that influence comes responsibility, particularly when the content being promoted carries a clear risk of harm.”
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