Gambling operators and affiliates utilizing Meta platforms are now subject to enhanced regulatory compliance due to the tech company’s stricter advertising approval processes, which necessitate verified licenses and comprehensive documentation.
Effective immediately, all online gambling promotions on Facebook or Instagram must be processed through Meta’s “Permissions and Verifications” section in Business Suite.
Advertisers are required to secure formal approval, with submissions linked to valid gaming licenses and adherence to laws in the regions where ads will be displayed.
Once approval is granted, it is restricted to the designated ad accounts. Any requests to extend this approval to additional business profiles must go through an internal Meta procedure.
This policy encompasses all types of gambling, including sports betting, online casinos, lotteries, poker, and prize-based games. The only exemptions are for social casinos or free-play games that do not have cash value.
Documentation and Verification
Advertisers must specify their operational role—be it operator, aggregator, affiliate, or agent—and clarify the gambling activities they are promoting. Required documentation includes valid licenses from regulatory agencies, the company’s legal name, screenshots of websites or apps, and a comprehensive list of active ad accounts.
All submitted documentation must be in English, and the gambling content must be prominently displayed on the associated site or app. Meta’s internal teams will carry out manual reviews of all submissions.
Response times can vary, and additional documentation may be requested even after initial approval.
Guidelines for Affiliates and Content Creators
This policy features explicit rules for collaborations involving influencers and content creators. If the gambling operator posts an advertisement and only tags or mentions the creator, no separate authorization is necessary.
However, if the creator directly publishes the advertisement, they must register as an affiliate, secure Meta approval, and submit a signed agreement confirming their commercial relationship.
This requirement seeks to standardize the process for gambling promotions driven by influencers, ensuring that documented partnerships exist between creators and licensed gambling operators.
Ban on Targeting Minors
Meta’s guidelines include an unequivocal prohibition on targeting individuals under 18 with gambling-related advertisements. This rule is applicable to all categories, including sports betting, online casinos, poker, and prize-based games. Even for social casinos or free-play content, advertisers must ensure minors are excluded from the target audience.
Meta’s updated advertising regulations are globally applicable and comply with evolving expectations for transparency in digital gambling advertising. Operators, affiliates, and agents must fulfill legal, procedural, and content-related criteria to retain advertising privileges on the platform.