Швейцар улсад хэрэгжиж буй энэхүү хамтарсан төсөл нь хууль бус мөрийтэй тоглоомын сурталчилгааг хязгаарлах зорилготой юм.
Олон улсын мөрийтэй тоглоомын оператор Paf компани Facebook-ийн эзэмшигч Meta-тай хамтран хууль бус мөрийтэй тоглоомын сурталчилгааг илрүүлэх туршилтын төслийг Швейцарт эхлүүлэхээр болжээ. Энэхүү санаачилгыг SBC Summit Lisbon чуулганы үеэр Paf-ийн Бизнес хөгжлийн захирал Жеспер Элиассон танилцуулсан бөгөөд туршилт ирэх долоо хоногоос эхлэхээр төлөвлөгдсөн байна.
Paf компани Meta-д өөрийн лицензийн мэдээлэл болон холбогдох URL хаягуудыг өгөх замаар албан ёсны зөвшөөрөлтэй операторуудыг хар захын сурталчилгаанаас ялгахад туслах юм. Ингэснээр Facebook-ийн хяналтын системд гадаадын хуурамч лиценз болон сурталчилгааны хуудсуудыг таних илүү тодорхой шалгуур бий болно.
Тус компани нь Швейцарын зохицуулагчдыг энэхүү яриа хэлэлцээнд татан оролцуулахаар төлөвлөж байгаа бөгөөд энэ нь Нидерландын худалдааны байгууллага VNLOK-оос Meta-г хууль бус сурталчилгааны асуудлаар шүүхэд өгсөнтэй ижил төстэй боловч илүү хамтын ажиллагаанд суурилсан алхам юм. Хэрэв Швейцарын туршилт амжилттай болбол Paf уг загварыг бусад зах зээлд нэвтрүүлэх боломжийг судлах аж.
Энэхүү алхам нь зөвхөн мөрийтэй тоглоомын салбарт төдийгүй, цаашлаад эспортын салбарын сурталчилгааны орчинд ч нөлөөлөхүйц ач холбогдолтой платформ хяналтын шийдэл болох юм. Одоогоор Швейцарын зах зээл дээр төлбөр тооцоог хязгаарлах механизм дутагдалтай байгаа нь тоглогчдыг офшор мөрийтэй тоглоомын үйлчилгээ рүү түлхэх эрсдэлтэй хэвээр байна.
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Paf and Facebook are trying cooperation where legal pressure is also building: a Swiss pilot designed to help identify illegal gambling operators and stop them reaching local players. Announced by Paf chief business development officer Jesper Eliasson at SBC Summit Lisbon, the trial was scheduled to begin the following week, with a possible path to other markets if the approach works.
For gaming audiences, the test is a meaningful platform-enforcement play, even though it is not specifically aimed at esports betting promotions. Paf, which is controlled by the Government of Åland, plans to give Meta licensing information that could help distinguish legitimate gambling businesses from black-market advertisers.
A data-sharing trial, not a courtroom duel
The announcement came days after Dutch trade body VNLOK served Meta with a court summons over illegal gambling advertisements on Facebook and Instagram. Paf has chosen a different opening move: work with the platform, while the Dutch action highlights the wider friction between licensed operators and social networks over who gets to advertise.
Switzerland gives the trial a defined market to work with. Online licences there are tied to land-based casinos, but licensing systems differ across jurisdictions, making it difficult for platforms to verify claims from operators advertising across borders.
Paf will share licence documents and URLs with Meta, covering both gambling operators and affiliates. The aim is to give Facebook a clearer way to assess who is authorised in Switzerland, rather than asking moderation systems to make sense of a jumble of overseas licences and promotional pages.
Eliasson said offshore operators can use advertising creatives designed to get around Facebook’s systems. The challenge also includes crypto casinos operating from jurisdictions with weak controls, according to his account. Paf plans to involve the Swiss regulator and bring it into discussions with the platform.
Can Switzerland become the test server?
The business case is straightforward: licensed companies pay for permits and compliance, and are expected to apply responsible-gambling measures. Paf is also the technology partner behind mycasino.ch, the Swiss market leader owned by Grand Casino Luzern, so limiting unlicensed competition has a direct commercial stake for the operator.
Paf is committing time and discussions rather than money to the pilot. The company has not claimed the model is guaranteed to work; if it falls short, the approach may need to be revised. That uncertainty matters: sharing documents is only useful if the platform can turn the information into consistent identification and enforcement.
The source also identifies gaps in Switzerland’s framework, including a lack of payment blocking and a sports-betting monopoly held by lotteries. Those weak points can push players towards offshore offers, even if an advertising pilot improves how platforms check licences. The wider problem of unlicensed brands reaching audiences also extends to unlicensed gambling sponsorships.
If the Swiss test produces a workable process, Paf wants to explore expanding it to other jurisdictions. That would make the pilot more than a local clean-up: it could offer platforms and regulators a practical way to compare licensing information before illegal ads make another lap around the feed.
