Calls grow for tighter platform rules as illegal gambling ads target Hong Kong youth

Hong Kong lawmakers and social workers are raising concerns over illegal offshore gambling advertisements on major social media platforms, warning that young users are being drawn into online betting through disguised promotions, credit offers, and embedded links on entertainment content.

Lawmaker Duncan Chiu Tat-kun has pointed to the absence of a clear legal framework governing platform liability in Hong Kong and suggested cybersecurity legislation similar to systems in mainland China and the United Kingdom, which could require technology firms to screen advertising content more rigorously, reports The Standard.

Lawmaker Nixie Lam Lam has also called for tighter oversight of online influencers who promote illicit gambling while presenting it as gaming or investment activity.

The issue has become more pressing ahead of the World Cup, with syndicates reportedly using short-lived advertising accounts to bypass artificial intelligence-based moderation on Meta platforms Facebook and Instagram.

These accounts run ads disguised as investment tutorials, health tips, or free entertainment before shutting down and reappearing under new names.

The operators are believed to be based mainly in Southeast Asian countries, including Cambodia and the Philippines. Their tactics include offering initial credit bonuses to young users, while some syndicates use instant messaging platforms to provide betting rebates and promotional incentives to retain players.

Social service groups are reporting a rise in youth gambling problems. A representative from the Sunshine Lutheran Centre said requests for help from people under 30 had increased by 10% compared with pre-pandemic levels.

The share of young help-seekers involved in online gambling rose from 6% in 2019 to 49%. The center has also handled a case involving a seven-year-old who stole thousands of dollars from relatives to spend on mobile games with gambling elements.

The financial impact has been severe in some cases. A 29-year-old man built up HK$3 million in debt through illegal basketball betting after shifting from football to NBA games because morning broadcasts in Hong Kong fitted his work schedule. His losses reached hundreds of thousands of dollars in single sessions before he maxed out credit cards, faced aggressive debt collection, sought counseling, and applied for bankruptcy.

University campuses have also been affected. Students looking for free online football broadcasts are often exposed to gambling promotions. One university senior said classmates who fell into the trap faced serious financial and mental pressure, forcing some to take on excessive part-time work that affected their studies.

The platforms also offer round-the-clock games, including poker and mahjong, alongside sports betting. Meta has said its Community Standards and Advertising Standards prohibit violating content and that online gambling and gaming ads are subject to strict rules. The company said it removes such content when detected.

Internal Meta documents cited by Reuters said up to 10% of the company’s annual revenue came from non-compliant advertisements, including scams and offshore gambling. Meta said the 10.1 percent figure was a rough and overly broad estimate, not definitive data, and that later reviews found many flagged ads did not breach its rules.