New Ad Rules Mark Major Shift for Gambling Promotions on Meta

Meta has introduced a sweeping overhaul of its policies governing gambling and gaming-related advertisements across its platforms, including Facebook and Instagram. The new rules demand that advertisers obtain prior approval, hold valid gambling licenses, and adhere strictly to the laws of each country where their ads appear. The move reflects Meta’s broader efforts to align with growing global calls for transparency and tighter regulation in the online gambling space.

Mandatory Licensing and Meta’s Approval Process

Effective immediately, advertisers wishing to promote gambling services must apply for authorization through the “Permissions and Verifications” portal in Meta’s Business Suite. Approval is only granted to ad accounts linked to valid, jurisdiction-specific gambling licenses, and cannot be freely transferred across business profiles without Meta’s internal approval.

The policy spans a wide range of gambling activities, including sports betting, casino games, poker, lotteries, and prize-based gaming. Only games without real-world financial stakes, such as free-play or social casino games, are excluded from these requirements.

To secure authorization, advertisers must declare whether they operate directly or act as affiliates, agents, or aggregators. Supporting documentation is required—such as regulatory licenses, screenshots of websites or apps, legal company names, and the full list of intended ad accounts. All information must be submitted in English and reviewed manually by Meta’s compliance team, which may request further evidence even after approval is granted.

Content Creators and Affiliates Face New Scrutiny

The new rules also cover influencer partnerships, a growing advertising channel for gambling firms. If the gambling company posts the ad and merely tags a creator, no extra steps are needed. However, if the influencer publishes the ad themselves, they must undergo the full authorization process, register as an affiliate, and submit a signed agreement from both parties verifying the collaboration. This measure aims to prevent unauthorized or opaque gambling endorsements via influencer content.

Strict Age Restrictions and Child Protection

Meta has reiterated its zero-tolerance policy toward underage targeting. Ads for any gambling service, including prize-based games, must explicitly exclude users under 18. Even social casino promotions must be filtered to prevent exposure to minors. This firm stance comes amid rising concerns from regulators and advocacy groups about the ease with which young users are exposed to gambling-related content online.

Increased Regulation Reflects Industry Shift

The tightening of ad controls by Meta is consistent with a wider industry transformation. With regulators worldwide pushing for more responsible advertising practices, companies are being forced to upgrade their compliance capabilities or risk being left behind. For gambling operators, Meta’s updated framework not only presents compliance challenges but also offers a way to demonstrate credibility in an increasingly scrutinized market.

At the same time, concerns about Meta’s data practices persist. In 2024, Meta generated over $160 billion in ad revenue—95% of its total earnings—through extensive behavioral profiling. Critics argue that this practice, especially when applied to sensitive categories like gambling, can lead to discriminatory ad targeting and harm. As awareness grows, calls for more ethical and privacy-preserving advertising models are gaining traction.

Source:

“Profiling by Proxy: How Meta’s Data Driven Ads Fuel Discrimination”, openrightsgroup.org, Jul 1, 2025