Meta’s New Gambling Advertising Policy: Key Changes
Meta has implemented a significant policy update affecting gambling and gaming-related advertisements across Facebook and Instagram, establishing stricter requirements for advertisers in response to global regulatory pressures.
New Approval Process
- Mandatory Authorization: Advertisers must obtain prior approval from Meta before running gambling-related ads
- Licensing Requirement: Valid gambling licenses for each target jurisdiction are now mandatory
- Application Method: Must use the “Permissions and Verifications” feature in Meta’s Business Suite
- Non-transferable Permissions: Approvals are specific to individual ad accounts and cannot be transferred without explicit authorization
Scope and Requirements
- Covered Activities: Includes lotteries, poker, sports betting, casino content, and prize-based gaming
- Exemptions: Games without real-money stakes (free-play or social casinos) are exempt
- Documentation: Advertisers must submit supporting evidence in English, including regulatory documentation, platform screenshots, business registration details, and complete lists of associated ad accounts
- Ongoing Compliance: Meta reserves the right to request additional proof even after initial approval
Influencer Marketing Regulations
- Operator-created Ads: When operators create and publish ads tagging influencers, no additional compliance steps are needed
- Influencer-created Ads: If influencers publish advertisements themselves, they must complete the full authorization process, including registering as affiliates and submitting signed collaboration agreements
Enhanced Age Restrictions
- Under-18 Exclusion: All gambling ads must exclude users under 18, including those with no monetary rewards
- Social Casino Games: Must be targeted to prevent exposure to minors
- Child Protection Focus: These measures respond to concerns from advocacy groups about underage exposure to gambling content
Industry Impact
- Broader Regulatory Trend: Reflects increasing global demands for advertising transparency and consumer protection
- Compliance Infrastructure: Operators must strengthen compliance measures or risk losing advertising access
- Data Practice Concerns: Critics continue to question Meta’s behavioral profiling practices, especially for sensitive categories like gambling
- Revenue Context: Despite changes, Meta generated over $160 billion in advertising revenue in 2024 (95% of total income)
This policy overhaul represents Meta’s effort to balance regulatory compliance with its business model while addressing concerns about responsible advertising practices in the gambling sector.
