iGaming regulations through and through: LatAm, Brazil, and the USA

As the iGaming industry continues to scale rapidly, marketing restrictions are becoming increasingly complex. For both operators and affiliates, navigating where and how to advertise effectively — especially to drive player deposits — has turned into a major challenge. Mikhail Zhukov, a seasoned industry expert from Adsterra, sheds light on the path forward in this article.

The significance of legal compliance in iGaming

The iGaming ecosystem is expanding fast, attracting new operators, tech providers, and players at an unprecedented pace. With global online gaming revenues projected to reach $136.3 billion by 2029, the stakes have never been higher. But this explosive growth is at risk if advertisers and operators don’t stay on the right side of regulatory frameworks. Legal compliance isn't just a box to check — it’s essential for two key reasons:

1. Advertising restrictions are tightening globally: Countries like the Netherlands and Bulgaria are cracking down on iGaming ads, proposing broad bans that make it tougher for operators to market legally. Ad platforms are also stepping up, requiring pre-approval for creatives and landing pages, which limits reach and adds friction for advertisers.

2. Stricter KYC rules are reshaping player verification: Operators must now follow more rigorous Know Your Customer (KYC) procedures — verifying age, authenticating IDs, and identifying risks like gambling addiction or financial strain. These measures help ensure responsible play while protecting both players and the integrity of the platform.

In this article, Adsterra’s Mikhail Zhukov will break down the key iGaming advertising regulations across major regions of interest — Latin America, Brazil, and the USA. He’ll also explore the emerging benefits of new traffic sources and offer a side-by-side comparison of regulatory policies between a leading ad platform in the iGaming space and its closest competitor.

A quick overview of iGaming regulations in Latin America and Brazil 

Latin America is following in Europe’s footsteps when it comes to regulating iGaming, with more structured advertising rules introduced in December 2023.

These updates aim to create a more stable and transparent environment for operators. The good news? There’s still flexibility when it comes to ad messaging, creative formats, and landing page content, especially compared to the tighter restrictions seen across Europe.

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A quick overview of iGaming regulations in the USA

Online gaming in the U.S. is regulated at the state level, not federally. This means that laws can vary significantly from one state to another. While only a few states have fully legalized iGaming, others restrict specific formats or haven’t passed clear legislation at all. As a result, compliance requires a close review of local laws, especially when it comes to advertising, age restrictions, and responsible gaming messaging.

States where iGaming is legal

Key facts for marketing iGaming in the U.S.

Example of state-specific ad regulation:

• New York passed S1550/A1118, requiring all iGaming ads (including mobile) to include clear warnings about the potential for addiction and harm.

Key U.S. iGaming regulatory agencies

For advertisers operating in specific states, these regulators oversee legal compliance and licensing:

Takeaways: iGaming advertising compliance

After reviewing some regional iGaming regulations, it fits to summarize in short points key findings and advice to run iGaming ads effectively and legally:

1. Platform approval is mandatory: before launching any campaigns, advertisers must be verified and approved by platforms like Google or Meta.

2. Proof of licensing required: campaigns must clearly show that the operator is licensed or legally authorized to offer iGaming services in the targeted region.

3. Creative restrictions apply: all ad creatives are subject to review. Most platforms prohibit messaging that guarantees wins or urges users to "start playing now." Additionally, featuring athletes or celebrities is generally not allowed unless there’s a formal endorsement agreement in place.

4. Ad format limitations on Google: Google blocks certain ad formats for iGaming campaigns, including:

• Gmail ads

• Shopping/product listings

• Reserved media placements

• User-generated ratings

Non-mainstream ad networks for iGaming operators and affiliates

Major platforms like Google and Meta have strict advertising rules, but those aren’t the only options available.

If you're looking for more flexibility, non-mainstream ad networks offer a compelling alternative. These platforms work with thousands of websites that allow iGaming content, giving you access to solid traffic without the red tape of big-name networks.

One of the biggest benefits? Fewer restrictions. These networks typically allow more freedom in creative messaging and ad formats. You can customize campaigns to better match your brand and audience without getting bogged down in automated rejection filters.

Why the looser rules?

• These platforms work directly with publishers who’ve agreed to host iGaming content.

• Ads and landing pages are manually reviewed, which allows for more nuance and context in approvals — something large platforms simply can’t scale.

The result: you can still reach high-value audiences while staying compliant with local regulations.

Up next, let’s break down the key advantages of working with top-tier alternative ad networks.

Pros & cons of using non-mainstream ad networks for iGaming

Non-mainstream ad networks are a scalable, cost-effective traffic source that offer more creative freedom and fewer compliance hurdles than major platforms. They’re especially useful for iGaming operators looking to maximize ROI quickly and flexibly.

However, to get the most out of these networks, it’s critical to partner with platforms that support responsible advertising and understand the regulatory nuances of the iGaming space. So, exclusive advice from Adsterra’s expert is here for you to understand what to look at when choosing your go-to ad network for iGaming campaigns.

Evaluating ad network’s reliability

Before investing in any ad network — especially in the iGaming space —  important to verify the platform’s trustworthiness. Here’s what to look for:

1. User reviews on forums and official ratings.

2. Influencer and industry endorsements.

3. Terms & Conditions transparency (if you can't find them on the networks’ website, that's a warning sign).

4. Customer support and response time (fast, knowledgeable replies are a green flag).

5. Official media kit.

6. Educational content on ad network’s bog like campaign guides, and platform walkthroughs.

7. Expert contributions in industry media.

8. Knowledge base or help center.

9. Trusted payment options.

10. Signup flow (be cautious if a network requires payment just to register).

11. Ad formats offered.

12. Refund policy (should be outlined in T&Cs).

13. Account manager access and creative support (assets like pre-landers or ad creatives).

Where are iGaming laws headed?

Expansion into new verticals

iGaming is set to grow beyond traditional formats, especially with the rise of eSports betting. As the audience for competitive gaming explodes across the U.S., Asia, and Latin America, we can expect new regulations to ensure transparency, fairness, and responsible marketing in this emerging segment.

Stricter rules in tier-2 and tier-3 markets

More countries in Latin America, Asia, and Africa are adopting or adapting regulatory frameworks, many inspired by European standards. However, we’ll likely see country-specific rules shaped by cultural and religious values. These changes will affect how ads are served on mainstream platforms, paving the way for non-mainstream networks to play a bigger role in these regions.

Focus on responsible advertising

To fight ad fraud and improve campaign quality, more networks will roll out advanced tools to detect low-quality or suspicious traffic. Advertisers can expect greater transparency and stronger protection for their media spend.

Regulation of AI-generated content

As AI becomes more common in ad creative, especially involving celebrity likenesses, governments and platforms will likely step in. Deepfakes and deceptive AI-generated content could face serious penalties due to the risks they pose to both player trust and brand integrity.

User-generated content under the microscope

Influencer marketing is a major channel in iGaming, but it’s also becoming a bigger target for regulation. Expect stricter rules around UGC, including content posted by streamers, bloggers, and social media personalities. Platforms will be pushed to enforce policies that go beyond license verification, focusing on truth in advertising and compliance with jurisdictional laws.

Final thoughts

Navigating the iGaming advertising landscape requires a solid understanding of evolving regulations, platform policies, and alternative traffic opportunities. From shifting laws in Latin America and the U.S. to the rise of non-mainstream ad networks and AI-driven content, the environment is changing fast—and success depends on staying ahead of the curve.

For operators and affiliates, this means more than just compliance. It’s about building trust with your audience, choosing reliable partners, and adapting your strategies to local rules without compromising campaign performance. Whether you're targeting new regions or testing fresh formats, the key is balancing creativity with responsibility.

As the industry continues to grow and diversify, those who invest in transparency, smart targeting, and responsible messaging will be best positioned to thrive. If you want to give your iGaming campaigns a new edge, you might as well try Adsterra with its traffic tailored for this vertical and managers, expert in effective creatives.

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