Meta has received praise from provincial lottery corporations for finally cracking down on dubious operators that operate fake iGaming advertisements on Facebook and Instagram.

Since last year, this has been a recurring topic in Canadian industry news.

Manitoba Liquor & Lotteries (MBLL) issued a warning in January 2024 to avoid falling for Facebook scams that purported to be an online gaming app for Club Regent Casino. The Winnipeg-based casino does not have an iGaming app.

In February of the same year, a similar incident occurred in Saskatchewan. Lotteries and Gaming Saskatchewan then released a statement alerting the public of Facebook and other social media advertisements for an online version of Casino Regina and Dakota Dunes Casino. There isn't an internet version of either of those physical casinos.

False Apps and Websites for Digital Gaming

In February, the British Columbia Lottery Corporation issued a warning to residents of that province as well, since scammers were posting fake advertisements and postings that included the names, logos, and pictures of BC casinos.

In a recent announcement, the Alcohol and Gaming Corporation of Ontario (AGCO) urged media outlets to cease advertising for unlawful iGaming services.

There are many advertisements for phony online betting sites.

In every instance, local casinos' names, logos, and pictures were stolen.  By offering players benefits and promotions if they signed up for the fraudulent websites or mobile applications, the three provincial lottery firms were deceiving consumers into clicking on their advertisements and giving up their personal financial information.

Meta understood and implemented new guidelines for advertising in online gaming.

Written Consent Is Necessary

Now, businesses that want to air gambling advertisements must obtain formal consent from Meta.  Advertisers must fill out an application and submit proof that the gaming operations are properly licensed by a regulator or otherwise recognized as legal in that jurisdiction.

Ads with destination or landing pages that offer incentives for online gambling or games are also covered by the new regulations, "even if there is no opportunity to gamble or game directly on that page, such as aggregator or affiliate sites."

The Focus Is on Online Gambling Ads

Ads that target individuals under the age of eighteen cannot be run by advertisers with Meta's authorization.

Meta's new regulations are centered on online gambling.  Ads that promote real-world, money-making gambling activities or establishments, such as physical casinos or casino entertainment events, are exempt from permission requirements.  Advertisers who promote government or state lotteries are still acceptable as long as they are personally in charge of managing the lottery.

Casino.org requested formal statements from a number of the provincial lottery enterprises.

“We don’t have anything new to add,” said MBLL Executive Vice President, Gaming and Entertainment James Anastasio. “We continue to be diligent in reporting fraudulent ads to Meta and posting warnings to customers on our websites and social media, but we are aware these ads continue to circulate. We encourage Manitobans who encounter the fraudulent posts to also block and report.”

Lottery Companies React

A BCLC representative, Shelley Wong, stated that the group "supports measures like these to ensure gambling advertised on platforms is legal."  Illegal gambling organizations in British Columbia are exempt from provincial regulation and divert gaming profits from the Province of BC, which reduces the amount of net income that BCLC can use to fund vital services that British Columbians depend on.

Wong went on to say that the money raised by BC's present gaming model is utilized to promote community initiatives, education, and health care throughout the province.

"It’s also unfortunate that there are people out there who try to take advantage of others and target individuals through fraudulent ads and communication,” Wong said. “BCLC cares about its players, and we always encourage them to contact us if they have questions or concerns, including those related to any communications they receive or ads they see online.”

Lotteries and Gaming Saskatchewan's spokeswoman praised Meta's modifications as well, stating that the revised guidelines for online gambling are a welcome and constructive step.

“Lotteries and Gaming Saskatchewan hopes these changes are effective and we will continue to monitor the situation. It’s important to note that PlayNow.com is Saskatchewan’s only safe, secure, legal way to gamble online in our province,” the spokesperson added.