An AFP investigation found that gambling promoters are disguising paid advertisements as harmless content that redirects users to offshore betting sites operating outside national regulations. The pattern highlights how quickly operators adapt in a market where both online gambling and its promotion remain illegal.

Offshore operators use disguised ads to reach users

Promotions often appear as health tips or gaming content but redirect to betting sites. AFP identified dozens of paid ads on Facebook, Instagram and Threads that looked like wellness advice or casual game promotions. These ads led users to gambling platforms offering instant rewards. Some came with titles like “Pomegranate: The Exotic Red Fruit Rich in Benefits” but linked to betting pages promising easy wins. Many ads were posted by accounts based in places such as Hanoi, run by multiple administrators with unclear ownership, helping them appear legitimate until users clicked through.

Users report growing concern about exposure

These ads are appearing in everyday feeds, reaching both adults and younger users. A 32-year-old gamer said seeing such ads on Instagram felt disturbing and suspected that people who like games—including children—were being targeted. Another user said she reports these ads repeatedly, but they keep resurfacing through new accounts. Meta removed nearly two dozen ads flagged during AFP’s investigation but did not respond to further questions.

Enforcement intensifies, but gaps remain

Authorities say they have taken down more than 5.7 million pieces of gambling content in the past eight years, arrested 85 influencers for promoting online betting, and issued repeated warnings to platforms. Promoters can face up to ten years in prison, while users may receive up to four. The Ministry of Communication and Digital Affairs stresses that continued inaction leads to escalating sanctions. In October, it temporarily suspended TikTok’s operating licence after it refused to provide information linked to suspected gambling activity.

Studies show high exposure across Indonesia

A new Populix study shows that 98 percent of Indonesian social media users have encountered gambling promotions. Of these, 32 percent tried online gambling after exposure, and four percent continue to participate. The Financial Transaction Reports and Analysis Centre estimates that online gambling transactions reached 927 trillion rupiah from 2017 to Q1 2025, with 80 percent of users coming from student or low-income backgrounds.

What this means for digital oversight

The rise of disguised gambling ads highlights growing pressure on platforms to improve detection systems as operators shift tactics through misleading visuals, foreign-registered accounts and rapid ad turnover. Regulators may need stronger penalties and deeper cooperation with platforms. Indonesia’s experience reflects a broader global challenge: digital markets evolve faster than enforcement structures designed to control them.