Meta Imposes Stricter Rules for Gambling Ads Across Its Platforms
Meta has enacted a major policy update that significantly reshapes how gambling and gaming-related ads are handled across its platforms, including Facebook and Instagram. This updated framework demands that advertisers obtain Meta’s prior approval, provide valid gambling licenses, and strictly comply with local laws in each jurisdiction where ads are displayed. The changes mirror increasing global regulatory pressures urging more transparent and responsible online gambling advertising.
Licensing Now Required Through Business Suite
Advertisers are now obligated to apply for authorization via the “Permissions and Verifications” feature within Meta’s Business Suite. This process ensures that only ad accounts tied to jurisdiction-specific and valid gambling licenses can be approved, and such permissions are non-transferable across other business accounts unless Meta explicitly authorizes the change.
The policy spans various forms of gambling-related activities, such as lotteries, poker, sports betting, casino content, and prize-based gaming. Only games devoid of real-money stakes—such as free-play or social casinos—are exempt from these new requirements.
To complete the application, advertisers must indicate whether they operate directly or act as intermediaries such as affiliates, agents, or aggregators. Supporting evidence must be submitted in English and can include regulatory documentation, screenshots of operational platforms, business registration details, and the complete list of associated ad accounts. Even after initial approval, Meta retains the right to request further proof at its discretion.
Influencer Marketing Comes Under Compliance Lens
Meta’s new rules also touch on the rising use of influencers in gambling advertising. When an operator creates and publishes an ad tagging an influencer, no additional compliance steps are needed. However, if the influencer themselves publishes the advertisement, they must go through the full authorization process. This includes registering as an affiliate and submitting a signed agreement between both parties confirming the collaboration. This rule is designed to close loopholes where gambling ads might otherwise bypass Meta’s oversight through third-party endorsements.
Age Restrictions Strengthened to Protect Young Users
To reinforce its stance against underage exposure to gambling content, Meta has reemphasized its commitment to child protection. All ads promoting gambling services—including those with no monetary reward—must exclude users under the age of 18. Additionally, Meta requires that even social casino games be targeted in a way that prevents minors from encountering them. This measure responds to increased concern from advocacy groups and regulatory bodies over the ease with which underage users are exposed to gambling-themed content online.
Industry Adapts to Mounting Regulatory Demands
Meta’s stricter ad requirements reflect a broader transformation in how gambling is promoted online. As global regulatory bodies call for higher standards in advertising transparency and consumer protection, operators must bolster their compliance infrastructure or risk being sidelined. While Meta’s framework adds complexity for advertisers, it also offers a means to reinforce trust and accountability in a marketplace facing heightened scrutiny.
Despite these changes, critics continue to question Meta’s broader data practices. In 2024, the company generated more than $160 billion in advertising revenue, which accounted for 95% of its total income. Much of this revenue stems from behavioral profiling, a practice that has drawn criticism—especially when applied to sensitive categories like gambling. Detractors argue that it can lead to unfair or even harmful ad targeting. As scrutiny of these tactics intensifies, there is growing demand for more privacy-conscious and ethically sound models of online advertising.
Source: New ad rules mark major shift for gambling promotions on Meta, LCB.org, July 7, 2025.