American multinational tech giant Meta Platforms Inc. recently updated its policy on gambling ads run on Facebook and Instagram, following widespread criticism from global iGaming regulators. The California-based digital powerhouse announced precise rules on licences, approvals, and advertiser responsibilities.
Meta Restricts Gambling Ads: What the Policy Entails
- Gambling advertisers on Facebook and Instagram must obtain prior approval through Meta’s “Permissions and Verifications” section located within the Business Suite, effective immediately.
- Advertisers must explicitly state whether they are a gambling operator, affiliate, aggregator, or agent and specify the type of gambling activity being promoted (online casino, sports betting site, bingo, lottery, etc.).
- Meta’s new policy prohibits gambling promotion to underage individuals. Advertisers can only target individuals aged 18 and above, even for social casinos and free-play games.
Meta Introduces Mandatory Approvals, Documentation, and Thorough Checks
Meta’s new initiative is part of a broader effort to contain the proliferation of illicit gambling operations, ensuring player protection and nurturing a sustainable iGaming industry in the long run. The move comes amid growing pressure from regulators and industry stakeholders to address the rising influence of unlicensed operators in digital spaces. Earlier in June, the Romanian Gambling Regulator (ONJN) filed a formal complaint with Meta and Google, requesting the removal of gambling ads from illicit operators targeting consumers in the country. Meta’s response reflects a willingness to collaborate with authorities and strengthen compliance efforts across its platforms.
Effective immediately, all gambling-related advertisements on Instagram and Facebook require Meta’s approval through the “Permissions and Verifications” section in the Business Suite. This formal process will comply with all local laws and gambling licensing provisions enforced in the country where the ad will run.
Once approved, the specified ad account can proceed with the campaign. The approval can be extended to other business profiles on Meta through an internal process. The company clarified that these rules apply to all gambling sectors, including online casinos, sports betting, poker, bingo, lottery, and other prize-based games of chance.
Social casinos and free-play games are exempted from this rule, provided there is no financial motivation or exchange of value. Operators must clarify their status to obtain authorisation. Meta segregates operators, affiliates, agents, and aggregators, and specifies the type of gambling activity being promoted in these campaigns.
Campaigners must submit updated legal documentation, such as valid licences issued by competent regulatory authorities, screenshots of their website or app, the company’s legal name, and a complete list of ad accounts to be activated. All documents must be in English, and the website and app must showcase gambling content.
Meta confirmed that the verification process is entirely manual and will be conducted by an internal review team. Hence, the approval timeline will be dynamic with the possibility of additional documents being requested later on. Analysts believe this process will revolutionise the gambling advertisement ecosystem by pushing for greater professionalism and accountability.
Zero Tolerance Toward Targeting Minors Affirms Meta’s Commitment to Responsible Gambling
Meta’s new policy bans gambling ads targeted at underage audiences. All promotional content related to iGaming verticals, including casinos, sportsbooks, lotteries, bingo, poker, etc., must only be available to audiences aged 18 and above. This rule also applies to social casinos and free-play games.
Meta’s tough stance aligns with its global aspirations to combat underage gambling, an area for which the tech leader has been under constant fire from iGaming regulators and advocacy groups. The new policies reflect a sudden shift in global sentiments toward illegal gambling operations and promotion.
This presents new challenges for businesses, along with the opportunity to stand out as transparent and reliable players in the evolving iGaming sector. Meta’s new policies will put a firm end to the era of uncontrolled gambling ads. Hence, gambling operators must fall in line and meet local licensing norms if they want to continue entertaining players.