Paf and Meta launch Swiss pilot to limit unlicensed gambling advertising

Paf and Meta have agreed to test a Swiss pilot designed to improve the identification of gambling advertisers seeking to reach users in Switzerland. Under the arrangement, Paf is expected to share licence documents and website URLs with Meta so the platform can better distinguish businesses that can demonstrate relevant authorisation from those that cannot.

The initiative comes as European gambling markets continue to examine how social platforms verify advertising against local licensing requirements. Meta, the company behind Facebook and Instagram, already requires approval for real-money gambling advertising, making market-specific licensing information relevant to the proposed process.

Jesper Eliasson, Paf's Director of Business Development and the executive responsible for its Swiss operations, announced the agreement during a regulatory panel at SBC Summit Lisbon, held from 29 September to 1 October 2026.

Jesper Eliasson, Chief Business Development Officer at Paf, commented:

“The agreement was absolutely fresh. We decided it today.”

Paf said its contribution would involve sharing licence documents and URLs connected with operators and affiliates. The stated purpose is to give Meta additional information when assessing whether a gambling advertiser has the necessary permission to target Swiss customers.

The project is being presented as a pilot rather than a final industry-wide enforcement model. Its effectiveness will depend on how the information is supplied, verified and incorporated into Meta's advertising controls.

The announcement also came against the backdrop of a separate Dutch dispute. VNLOK, the trade association for licensed Dutch online gambling operators, has pursued legal action against Meta in Amsterdam over gambling advertisements that the association says were being shown to Dutch consumers without the necessary authorisation.

Why Switzerland was selected

Switzerland provides a defined regulatory environment for testing the concept. Gambling licences are generally jurisdiction-specific, meaning approval granted in one country does not automatically establish permission to offer the same service in another.

That distinction can create difficulties for advertising platforms when brands operate across multiple markets. A business may hold a valid licence in one jurisdiction while lacking permission to target Swiss consumers with the same service.

Eliasson said some offshore businesses also use advertising creatives that can make automated checks more difficult.

Jesper Eliasson added:

“The licence may come from somewhere else and it can be hard to detect in that mess of jurisdictions.”

“So we’re focusing on Switzerland to see whether we can build a model there that can then be scaled to other jurisdictions.”

A Swiss test would allow the parties to examine a specific licensing environment before considering whether the approach could be adapted to other regulated markets.

Paf's partnership with Grand Casino Luzern

Paf's Swiss activity is closely linked with its long-term partnership with Grand Casino Luzern. The casino owns the licence for mycasino.ch while Paf acts as its strategic online partner and provides the gaming platform together with operational expertise.

Swiss rules allow licensed land-based casinos to apply for permission to offer online casino games. The Federal Gaming Board supervises Swiss casinos and is responsible for combating unauthorised online gambling.

Mycasino.ch began operating online in 2019 and has developed into a significant business in the regulated Swiss gambling market. Paf has reported annual revenue of more than €100 million for the site and a market share above 30%.

Eliasson has also highlighted the site's early growth. He said the operation had become a €70 million business after 16 months and described it as a clear market leader at that stage.

These figures are statements made by Paf and are included in that context.

Jesper Eliasson added:

“I’m personally very engaged there; I’m responsible for our Swiss business and the partnership with Grand Casino Luzern.”

“For me it’s a business question about growing further in the market.”

“After 16 months we were a €70 million business and clear market leader.”

“I don’t want someone who doesn’t have a licence, hasn’t paid for the licence and the compliance work and doesn’t take responsible gaming measures to share the market.”

Licence data at the centre of the proposal

The pilot focuses on licence documents and website URLs. Such information can help connect an advertising campaign with the business and regulatory permission behind it.

For Meta, the proposed information could provide an additional reference point when reviewing gambling campaigns aimed at Swiss users. Paf has said it will contribute staff time and discussions rather than direct funding.

The operator also plans to involve the Swiss regulator in discussions with Meta, bringing the public authority into the proposed process.

Jesper Eliasson added:

“We want to connect Facebook with the Swiss regulator too and put everybody around the table.”

“I don’t think they believed it. Normally you sue Facebook.”

“They don’t want illegal business on the platform.”

The approach is therefore based on cooperation around licensing information rather than a promise that every disputed advertisement will be prevented immediately.

Swiss gambling rules and tax structure

Switzerland has a distinctive framework for online casino gambling. Since 2019, land-based casinos have been able to apply for extensions allowing online casino activity, with additional permissions required for the games they offer.

Swiss law also provides for restrictions on unauthorised gambling websites. The Federal Gaming Board publishes information about blocked platforms while Gespa, the Intercantonal Gambling Supervisory Authority, has responsibilities relating to large-scale games.

Online casino gross gaming revenue is subject to a progressive casino tax ranging from 20% to 80%, depending on the applicable revenue band.

Wolfgang Bliem, CEO of Grand Casino Luzern, has pointed to payment blocking and the position of lotteries in sports betting as areas he considers relevant to market development. Those remarks reflect his perspective rather than an official finding that the Swiss regulatory system is deficient.

Product restrictions and player behaviour

Eliasson also raised concerns about product restrictions. He argued that tighter rules on products available through licensed operators could affect where consumers choose to play.

He referred to slower games and restrictions on titles considered too risky as examples. These comments represent his view of possible market effects rather than a forecast of future consumer behaviour.

Jesper Eliasson added:

“People are still free to use the internet, so they’ll go elsewhere for the best product.”

“If politicians get too scared, we could easily end up with the reverse effect.”

The argument gives the pilot a broader commercial context. Paf is seeking clearer advertising checks while also operating in a market where regulated businesses compete for visibility.

The outcome remains open

Paf has not presented the Swiss pilot as a guaranteed solution. Eliasson has indicated that the company will review the results and adjust the model if the initial approach does not work as intended.

Jesper Eliasson added:

“I’m not sure whether we’ll succeed, but I’m 100% sure we’ve succeeded with the first step.”

“We’ll rework it and find something else.”

“We have good conversations and they don’t want illegal operators.”

“So we’ll work on it together and see if we succeed.”

The pilot is therefore a test of a specific compliance process. Its effectiveness will depend on the quality of licensing information, the consistency of verification and the cooperation between the operator, Meta and the relevant Swiss authorities.

Conclusion

The Paf and Meta pilot puts Switzerland at the centre of a practical experiment in gambling advertising verification. By focusing on one regulated market, the parties can assess whether licence documents and website information make it easier to identify advertisers with the appropriate local permissions.

The initiative also highlights the importance of regulated customer acquisition for businesses operating under national gambling rules. Paf's partnership with Grand Casino Luzern gives it a direct commercial interest in the Swiss market while Meta must apply its advertising standards across different regulatory environments.

For regulators, the proposed dialogue with Meta could provide another route for communicating local licensing requirements. For the wider gambling sector, the project may offer evidence about whether direct data sharing can complement existing platform controls. Its value will ultimately be determined by how the model performs once the planned process is tested in practice.

FAQs

What is the Paf and Meta Swiss pilot?
The pilot is an initiative involving Paf and Meta that is intended to improve the verification of gambling advertising aimed at Swiss users. Paf is expected to share licence documents and website URLs connected with operators and affiliates.

Why is Switzerland being used for the pilot?
Switzerland provides a defined national gambling framework that allows the parties to test a market-specific verification approach. The intention is to assess whether the model could later be adapted for other regulated markets.

What information will Paf provide to Meta?
Paf has said it plans to provide licence documents and website URLs relating to operators and affiliates. The information is intended to help Meta assess whether advertisers have the relevant authorisation for the Swiss market.

Who is Jesper Eliasson?
Jesper Eliasson is Paf's Director of Business Development and is responsible for the company's Swiss operations. He announced the pilot during SBC Summit Lisbon.

What is mycasino.ch?
Mycasino.ch is the online casino brand of Grand Casino Luzern. Paf is the casino's strategic online partner and provides platform and operational expertise.

When did mycasino.ch launch?
Mycasino.ch began operating online in 2019. Swiss regulatory information lists Casino Luzern's online platform among the licensed online casino operations in Switzerland.

What is the role of the Federal Gaming Board?
The Federal Gaming Board supervises Swiss casinos and is responsible for areas including casino licensing oversight, casino tax and action against unauthorised online gambling.

What is Gespa?
Gespa is the Intercantonal Gambling Supervisory Authority in Switzerland. It is responsible for licensing, supervision and enforcement relating to large-scale games.

What did Wolfgang Bliem say about Swiss gambling regulation?
Wolfgang Bliem, CEO of Grand Casino Luzern, has identified payment blocking and the role of lotteries in sports betting as issues relevant to the development of the Swiss market. These are his stated views rather than an official regulatory assessment.

Has Paf guaranteed that the pilot will succeed?
No. Eliasson has explicitly said the outcome is uncertain. Paf has indicated that the company may revise the approach if the initial pilot does not produce the desired results.