New Approval Requirements for Gambling Ads
Gambling operators and affiliates using Meta platforms now face new regulatory hurdles, as the tech company introduces stricter ad approval processes. Meta requires verified licenses and detailed documentation before allowing any gambling ads to run.
Effective immediately, anyone promoting online gambling on Facebook or Instagram must complete Meta’s “Permissions and Verifications” section in Business Suite.
Advertisers must seek formal approval tied to valid gaming licenses and demonstrate legal compliance in each country where they plan to run ads.
Once Meta grants approval, it applies only to specific ad accounts. To extend this permission to additional business profiles, advertisers must go through a new internal process.
These stricter rules cover all gambling categories, including sports betting, online casinos, lotteries, poker, and prize-based games. However, Meta exempts social casinos and free-play games that do not involve real money.
Documentation and Verification Process
To secure approval, advertisers must clearly declare their role—whether as an operator, aggregator, affiliate, or agent—and specify the type of gambling they wish to promote. They also need to submit documents such as valid gaming licenses, their legal business name, screenshots of their websites or apps, and a complete list of ad accounts they intend to activate.
Moreover, Meta insists that all materials appear in English. Advertisers must also ensure the advertised gambling content is visible on the linked website or app.
Meta’s internal teams personally review each submission. Although review times may vary, advertisers should prepare for Meta to request additional documentation even after the initial approval.
Rules for Affiliates and Content Creators
The policy introduces specific rules for influencers and content creators. If a gambling operator publishes an ad and simply tags or mentions a creator, the creator doesn’t need separate authorization.
However, if a creator wishes to publish the ad directly, they must register as an affiliate, seek Meta’s approval, and submit a signed agreement confirming the commercial relationship.
This requirement aims to formalize influencer-driven gambling promotions. As a result, Meta wants documented partnerships between creators and licensed gambling operators, ensuring greater transparency and accountability.
Prohibition on Targeting Minors
Meta strictly forbids advertisers from targeting individuals under 18 with gambling-related ads. This ban applies to all forms of gambling, including sports betting, online casinos, poker, and prize-based games. Even social casinos and free-play games cannot include minors in their targeted audience.
Furthermore, Meta emphasizes that advertisers must use robust age verification tools and ad targeting controls to comply with this policy.
Global Standards for Gambling Promotions
Meta’s updated advertising standards now apply worldwide, aligning with growing expectations for transparency and ethical marketing practices in digital gambling. Therefore, operators, affiliates, and agents must follow legal, procedural, and content guidelines to keep their ads running on Meta’s platforms.
Ultimately, these changes signal Meta’s determination to tighten oversight and protect consumers from misleading or unlawful gambling promotions.
