In the gaming and betting industry, where ad-buying, affiliate networks, and user acquisition dominate, the implications are profound. This is due to new disclosures from Meta Platforms revealing that roughly 10% of its 2024 revenue, which works out to be around $16 billion, was derived from high-risk, fraudulent, or banned-goods advertisements.
In the gaming and betting industry, where ad-buying, affiliate networks, and user acquisition dominate, the implications are profound. For Meta, which is spending heavily on artificial intelligence (AI), virtual reality (VR), augmented reality (AR), and its metaverse ambitions, the revelation marks more than a reputational hit as it may undermine the very financial foundation of its future strategy.
This gambling news article takes a closer look at the financial risk to AI, online betting revenue, gambling ads, investor risks, regulatory backlash, and more. Continue reading below and learn everything you need to know about this $16B scam ad tax.
In internal documents reviewed by Reuters, Meta projected that about 10.1% of its 2024 revenue (roughly $16 billion) would come from adverts promoting the following:
For the online gambling industry, this matters because Meta’s platforms have been popular channels for gambling operators and affiliates to deploy ads and user-targeting. This includes the most common social media platforms:
The documents show that Meta considered enforcement only when it had 95 % certainty of fraud; otherwise simply imposed heavier ad rates on suspect advertisers. What might once have been fringe or incidental revenue has apparently become a calculated, planned revenue stream for Meta. Unfortunately, this has now turned into one that depends heavily on the very kinds of ads the gambling-regulation world has sought to curtail.
If Meta is dependent on $16 billion of potentially illegitimate or at least vulnerable ad revenue, then the company’s valuation and growth assumptions may be severely overstated. Meta’s stock price (around $618.94 as of 6 November 2025) dropped roughly 2.67% on the day the Reuters report broke. This is a clear sign that investors are factoring in material risk.
From a valuation standpoint, if future earnings incorporate that $16 billion stream and that stream is cut, the base case changes dramatically. Markets hate uncertainty, and here is a quantifiable yet unstable revenue source. This had led to both reputational risk and structural financial risk. Advertising clients may need to reassess platform risk, and regulators may treat Meta as complicit rather than a victim.
What makes the story especially uncomfortable is that Meta’s ambitions in AI and the metaverse are, in part, financed by its advertising business. According to internal documents, Meta weighed the cost of stricter ad enforcement against the potential revenue hit, including the impact on its future strategic investments.
Meta may have tolerated or not aggressively removed certain scam-oriented ad spend because of the revenue it derived. Its revenue helps underwrite its high-risk investments in AI and Reality Labs. This is where it becomes a moral and strategic question of: can a company build the future of AI, VR, and Metaverse on an advertising foundation partly derived from illicit or ethically questionable sources?
Meta’s platforms may have allowed high-risk advertisers, including gambling operators, to run ads with less scrutiny, effectively subsidising their user-acquisition efforts while Meta benefited from the ad spend. If those practices are undone, gambling-ad ecosystems may face upstream disruption in platforms and ad flows.
This issue is not just an internal glitch. Because Meta’s internal documents show the company knew the size and nature of the problem, regulators now view this as more than a failure of oversight. Reuters reports the company expects fines of up to $1 billion, though that would still be far smaller than the revenue implicated.
Meta’s admission that 15 billion “higher-risk” scam ads were delivered daily (in some internal slides) further underscores regulatory exposure. With regions such as the EU stepping up regulation and governments increasingly scrutinising the following, Meta’s business is on the frontline:
If authorities treat the company as having enabled or profited from fraud-oriented ads, penalties could scale into the tens of billions, and the reputational damage may slow advertisers from shifting budgets away. For the gambling sector, this means:
The gambling and digital advertising ecosystem will encounter the following:
In the realm of gambling news and digital advertising, Meta’s $16 billion “scam-ad tax” revelation is a wake-up call. What might have seemed like a technical compliance failure is, in fact, a structural vulnerability. With tens of billions in revenue, driving future investments, built on an advertising ecosystem that includes fraud-oriented content and high-risk advertisers.
In conclusion, this is not just a PR scandal. This is a financial risk, a regulatory threat, and a strategic challenge. One that ties the future of AI and immersive technology back to the nature of the ads that underwrite them.
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