Meta imposes stricter ad compliance rules for gambling operators and affiliates

Gambling operators and affiliates using Meta platforms must now navigate a new layer of regulatory compliance, as the tech company enforces stricter ad approval processes requiring verified licenses and detailed documentation.

Effective immediately, any promotion of online gambling across Facebook or Instagram must go through Meta’s “Permissions and Verifications” section in Business Suite.

Advertisers must obtain formal approval, with submissions tied to valid gaming licenses and legal compliance in the countries where ads will appear.

Once granted, approvals are limited to the specified ad accounts. Any extensions to additional business profiles must go through an internal Meta process.

The policy applies to all gambling categories, including sports betting, online casinos, lotteries, poker, and prize-based games. Exemptions apply only to social casinos or free-play games that do not offer monetary value.

Documentation and verification

Advertisers are required to declare their operational role—whether as operator, aggregator, affiliate, or agent—and identify the type of gambling activity being advertised. Documentation must include valid licenses issued by regulatory bodies, the company’s legal name, screenshots of websites or apps, and a complete list of ad accounts to be activated.

All submitted materials must be in English, and the gambling content must be clearly visible on the associated site or app. Meta’s internal teams will manually review all submissions.

Response times may vary, and further documentation may be requested even after initial approval.  

Rules for affiliates and content creators

The policy includes specific provisions for influencer and content creator collaborations. If the gambling operator publishes an ad and merely tags or mentions the creator, no separate authorization is needed.

However, if the creator publishes the ad directly, they must register as an affiliate, obtain Meta approval, and submit a signed agreement confirming the commercial relationship.

This step aims to formalize the process for influencer-led gambling promotions, requiring documented partnerships between creators and licensed gambling entities. 

Prohibition on targeting minors

Meta’s rules include an absolute ban on targeting individuals under 18 with gambling-related ads. This restriction applies to all categories, including sports betting, online casinos, poker, and prize-based games. Even in the case of social casinos or free-play content, advertisers must ensure that minors are not included in the targeted audience.

Meta’s revised advertising standards apply globally and align with updated expectations for transparency in digital gambling marketing. Operators, affiliates, and agents must meet legal, procedural, and content-based standards to maintain ad access on the platform.