Paf and Meta Launch Swiss Pilot Against Unlicensed Gambling Operators

iGaming operator Paf has announced a pilot project with Meta aimed at improving the identification of unlicensed gambling operators and affiliates targeting players in Switzerland.

Under the initiative, Paf will provide Meta with licensing documents, website URLs and other information that can help the technology company distinguish businesses authorised to operate in the Swiss market from those without local approval.

The project was presented on September 30 by Paf Chief Business Development Officer Jesper Eliasson during SBC Summit in Lisbon.

Paf said work on the pilot will begin shortly. If the approach proves effective in Switzerland, the company wants to explore expanding the model to additional regulated markets.

Meta Will Receive Operator and Affiliate Data

The pilot focuses on one of the practical problems facing social media platforms when reviewing gambling advertising.

An operator can hold a gambling licence in one jurisdiction while lacking permission to target consumers in another. Affiliates can create an additional layer by promoting brands across multiple markets, domains and advertising accounts.

Paf plans to give Meta verified information that provides clearer local context around both operators and affiliates.

The material will include licence documents and website addresses, allowing Meta to compare advertisers and promoted destinations with information supplied by a participant in the regulated Swiss market.

Paf has not disclosed the exact technical process Meta will use to integrate or act on the data.

The initiative is therefore a pilot rather than a guarantee that all unlicensed gambling advertising will be automatically identified or removed.

Switzerland Will Test Whether the Model Can Scale

Paf selected Switzerland as the first market for the project because the company already has a significant presence in the country's regulated online casino sector.

Paf acts as the technology and expertise partner for mycasino.ch, which is operated by Grand Casino Luzern.

According to Paf, mycasino.ch generates more than €100 million in annual revenue and holds a leading position in the regulated Swiss online casino market.

That gives Paf direct knowledge of the locally licensed environment and the businesses competing for Swiss players.

If the pilot produces useful results, the operator wants to test whether the same data-sharing model can be transferred to other countries where Meta faces similar challenges distinguishing locally authorised gambling companies from offshore competitors.

Paf Wants Regulators Involved in Wider Enforcement

Paf has also argued that cooperation with social platforms alone will not eliminate unlicensed gambling.

The company wants regulators and other authorities to use additional enforcement measures against operators and affiliates that deliberately target regulated markets without the required approval.

Those measures can include cease-and-desist action, cross-border cooperation and financial enforcement against the infrastructure supporting illegal operations.

The company has said it would like supervisory authorities to become part of the broader cooperation around the Swiss project.

This reflects a wider shift in gambling enforcement toward targeting the services that allow unlicensed operators to acquire customers rather than concentrating only on blocking their casino or sportsbook domains.

Social Media Becomes Part of Channelisation Strategy

The pilot also highlights the growing role of social media platforms in debates over gambling channelisation.

Licensed operators can face local restrictions covering advertising, player protection and responsible gambling, while unlicensed competitors may use social networks and affiliates to reach the same consumers without following those requirements.

Paf argues that giving platforms better licensing information could help close that gap.

The company has not set performance targets for the Swiss pilot or announced how long the testing period will last.

Eliasson acknowledged that the outcome remains uncertain but said Paf intends to continue working with Meta against unlicensed operators regardless of the results of the initial project.

For the wider iGaming sector, the test will show whether direct data exchange between a regulated operator and a global advertising platform can become a practical enforcement tool across multiple jurisdictions.