Romania Targets Meta and Google Over Illegal Gambling Ads – A Wake-Up Call for the Digital Gambling Ecosystem

Romania’s National Office for Gambling (ONJN) has issued formal demands to Meta and Google, ordering the removal of sponsored advertisements that promote blacklisted gambling operators. The move marks a significant escalation in the country’s effort to combat unlicensed online gambling—and sends a strong message to global tech platforms.

But this crackdown also comes at a time when ONJN itself is under pressure, following a damning audit that uncovered failures in monitoring licensed operators and collecting rightful state revenues.

Let’s unpack what’s happening, what it means for the broader iGaming ecosystem, and why this moment could reshape how digital ads and regulatory compliance intersect in regulated markets like Romania.

Key Points

• Immediate Ad Removal: ONJN demands that Meta and Google suspend illegal gambling ads and share advertiser data.
• Legal Threats: Unlicensed gambling promotions face fines up to €20,000; providers risk criminal charges.
• Regulatory Scrutiny: A Court of Accounts audit found ONJN’s oversight gaps costing nearly €1 billion in lost revenue.

ONJN Demands Immediate Action From Meta and Google

The Romanian gambling regulator has formally notified Meta (owner of Facebook, Instagram, and Messenger) and Google, demanding they:

• Immediately suspend all sponsored ads that promote unlicensed gambling sites
• Investigate accounts running these illegal campaigns
• Report on the revenues generated through such ad placements
• Implement safeguards to prevent future violations

These ads promoted gambling platforms that appear on Romania’s official blacklist—a clear breach of national gambling law. According to Romanian legislation, promoting unauthorized gambling services is not just a regulatory violation; it can also carry criminal liability for platforms and intermediaries.

What’s at Stake Legally?

Under Romanian law:

• Promoting illegal gambling carries fines between 50,000 and 100,000 lei (€9,900 to €19,800)
• Authorities may confiscate proceeds from any unlawful promotional activities
• Third parties—including payment providers, content hosts, affiliate marketers, and IT service companies—may also face criminal prosecution if found aiding unlicensed operators

In short, platforms can’t claim ignorance anymore. Hosting or distributing ads for illegal gambling brands may directly expose them to fines and reputational risk.

Romania’s Regulator Faces Its Own Oversight Crisis

Ironically, ONJN’s latest enforcement campaign comes amid serious questions about its own regulatory credibility.

Earlier this year, Romania’s Court of Accounts published a scathing audit, revealing ONJN had:

• Failed to properly verify financial reports from licensed online operators
• Potentially missed out on over 79 million lei (€16 million) in unpaid licensing and authorisation fees
• Not implemented secure data access systems required by law
• Allowed underreporting of gambling revenues by failing to monitor operator platforms in real-time

The audit found that from 2022–2023 alone, undeclared fees and related penalties could exceed 116 million lei (€23.4 million). These findings have raised alarms within government and industry circles alike.

Why This Matters: Lessons for the Gambling Industry

This dual crisis—external ad enforcement and internal regulatory failure—offers crucial takeaways for gambling operators, affiliates, and tech platforms.

1. Global Platforms Are Now on the Hook

Meta and Google can no longer allow algorithmic ad placements for gambling brands without conducting due diligence on licensure. Romania’s move could inspire other regulators across the EU to tighten advertising accountability, particularly in jurisdictions with active blacklists or state monopolies.

2. Unlicensed Operators Face Growing Isolation

The walls are closing in on grey and black-market operators. Countries like Romania are no longer tolerating shadow activity, especially when combined with international payment processing, digital ad networks, and influencer promotion. The era of loose enforcement is ending.

3. Regulators Need to Evolve—Fast

ONJN’s audit failures are a reminder that even regulators must meet higher standards. Lack of technical infrastructure, delayed data collection, and understaffed enforcement teams can undermine even the best legislative frameworks. In a data-driven industry, real-time monitoring is no longer optional.

The Bigger Picture: EU-Wide Implications

Romania’s bold move to pressure tech giants may ripple beyond its borders.

Across Europe, regulators are increasingly focused on:

• Ensuring only licensed gambling brands advertise online
• Promoting player protection tools like self-exclusion systems and spending limits
• Cracking down on affiliate marketing abuses and deceptive promotional tactics
• Improving inter-agency collaboration to identify cross-border illegal gambling activity

If Meta and Google respond positively to ONJN’s demands, other EU jurisdictions may leverage similar tactics, creating a domino effect across the continent.

Compliance Is No Longer Optional—It’s Operational

Romania’s latest enforcement push is a milestone moment for gambling advertising in the digital age.

It signals that regulators are ready to hold major tech companies accountable, just as they expect licensed operators to comply with rigorous standards. Meanwhile, ONJN must clean up its own house to retain legitimacy and public trust.

Operators, affiliates, and advertising partners would be wise to:

• Audit all current ad campaigns for compliance in local markets
• Collaborate with regulators and adopt verified self-exclusion integrations
• Avoid working with grey-market platforms and demand transparency from suppliers
• Strengthen documentation and licensure visibility across all touchpoints

Because in today’s gambling ecosystem, compliance is not just a legal shield—it’s a competitive advantage.