Deceptive gambling ads reach Indonesian Meta users despite platform ban, with 98% of social media users exposed to betting promotions
JAKARTA: Gambling promoters are using deceptive marketing tactics to target Indonesian users across Meta platforms despite the company’s policies and government crackdown.
An AFP investigation found dozens of paid gambling advertisements disguised as innocuous content to circumvent Meta’s ban on such promotions in Indonesia.
Online and offline gambling remains outlawed in the country, yet billions of dollars flow through the sector annually.
Meta could face government sanctions if it fails to address these policy violations.
The posts on Facebook, Instagram and Threads appear to promote video games or health treatments but redirect users to betting websites.
“It’s become really disturbing,” said Zee, a 32-year-old Indonesian gamer who encountered the ads on Instagram.
“I suspect their target is people who like playing games, therefore children can also see such advertisements,” said Zee, who withheld her real name for privacy.
Another social media user, identified as Moli, said she consistently reports such ads but they keep reappearing.
Meta did not respond to requests for comment, though nearly two dozen sample advertisements were later removed.
Indonesian authorities have taken down more than 5.7 million pieces of gambling-related online content over eight years.
Police arrested at least 85 influencers last year for promoting online betting.
Penalties include potential prison terms of up to 10 years for promotion and four years for gambling itself.
The Ministry of Communication and Digital Affairs regularly requests social media platforms to remove gambling content.
“Continued inaction will result in a third warning letter sent to the platform, which carries additional penalties and may lead to access termination,” said Alexander Sabar, director general for digital space supervision.
The ministry temporarily suspended TikTok’s operating license in October for refusing to provide data related to suspected online gambling monetisation.
Between September and November, AFP found dozens of active Indonesian gambling ads in Meta’s Ad Library.
Some advertisements offered health tips while redirecting users to betting websites promising immediate wins.
One account ran 49 gambling ads under the title “Pomegranate: The Exotic Red Fruit Rich in Benefits”.
A forthcoming Populix study reveals 98% of Indonesian social media users have been exposed to gambling promotions.
Of those exposed, 32% eventually tried online gambling, with 4% continuing to gamble.
“The advertisements promised a win or jackpot,” Populix research manager Nazmi Tamara told AFP.
Online gambling transactions in Indonesia reached 927 trillion rupiah (US$55.7 billion) between 2017 and early 2025.
The Indonesian Financial Transaction Reports and Analysis Center previously stated 80% of online gambling users are students and low-income individuals. – AFP
