Gambling Advertising Regulations by Platform

Understanding advertising regulations is essential for staying legally compliant as a casino affiliate. Every major advertising platform has different gambling policies. What's allowed on Twitter might get you banned on TikTok. What works on Google requires certifications that take months.

This guide consolidates gambling advertising regulations across all major platforms so you know exactly what's possible—and what isn't.

Understanding the Regulatory Landscape

Why Platforms Restrict Gambling Ads

Legal reasons:

• Gambling laws vary by jurisdiction
• Platforms face liability for illegal ads
• Regulatory pressure from governments

User protection:

• Problem gambling concerns
• Protecting minors
• Preventing fraud/scams

Business reasons:

• Brand safety for other advertisers
• Reputation management
• Risk mitigation

The Three-Layer Problem

As an affiliate, you face three layers of regulation:

1. Platform policies - What the ad platform allows
2. Jurisdiction laws - Legal requirements in target markets
3. Affiliate program terms - What your casino partners allow

You must comply with all three to run gambling ads legally.

Google Ads

Current Policy

Gambling ads are allowed with restrictions:

• Must have Google gambling certification
• Only licensed operators
• Limited to approved countries
• Specific ad format requirements

Certification Requirements

To get certified:

1. Apply through Google Ads policy center
2. Provide valid gambling license
3. Demonstrate responsible gambling compliance
4. Wait for approval (can take weeks-months)

Required for:

• Online casinos
• Sports betting sites
• Poker sites
• Lottery services

Geographic Restrictions

Gambling ads allowed in:

• United Kingdom
• Ireland
• France
• Germany (with restrictions)
• Australia (with restrictions)
• Select US states (licensed operators)
• And others with proper licensing

Prohibited or highly restricted:

• Many US states
• Most of Asia
• Middle East
• Various other jurisdictions

For Affiliates

The challenge: Google requires gambling licenses. Affiliates don't hold licenses—casinos do.

What affiliates can do:

• Advertise non-gambling content (education, reviews without affiliate links)
• Promote gambling-adjacent content
• Build email lists through permitted ads
• Cannot run direct gambling affiliate ads

Compliance Requirements

Ads must:

• Target adults only (21+ in most US states)
• Include responsible gambling messaging
• Land on compliant pages
• Not promise guaranteed winnings
• Not target vulnerable populations

Facebook/Instagram (Meta)

Current Policy

Gambling ads require prior written authorization:

• Must apply and be approved
• Only in permitted jurisdictions
• Licensed operators only
• Strict creative requirements

Authorization Process

Steps:

1. Contact Meta Business Help Center
2. Submit authorization request
3. Provide licensing documentation
4. Wait for review and approval
5. Maintain ongoing compliance

Timeline: Several weeks minimum

Geographic Restrictions

More restrictive than Google:

• Limited approved countries
• Must have license in target market
• Frequently updated restrictions
• US extremely limited

For Affiliates

Direct affiliate ads: Not allowed in practice

What affiliates can do:

• Organic content (not ads)
• Advertise non-gambling content
• Build audience through non-gambling topics
• Use retargeting carefully for existing visitors

Creative Restrictions

Prohibited:

• Targeting minors
• Misleading odds claims
• Before/after scenarios
• Guaranteed winning promises
• Featuring minors

Required:

• Age targeting (18+/21+)
• Responsible gambling references
• Accurate representation

Twitter/X

Current Policy

More permissive than Facebook/Google:

• Gambling ads allowed with authorization
• Sports betting, casinos, poker permitted
• Broader geographic availability
• Still requires compliance

Authorization Process

Steps:

1. Request gambling ad authorization
2. Provide business/licensing info
3. Agree to targeting restrictions
4. Receive approval

Timeline: 1-4 weeks typically

Geographic Availability

Permitted markets include:

• Many European countries
• Australia
• Parts of North America
• Various other licensed markets

Check current policy for specific countries

For Affiliates

More opportunity than other platforms:

• Content promotion possible
• Brand building campaigns viable
• Educational content ads allowed
• Still can't run direct affiliate link ads

Compliance Requirements

• Age targeting mandatory
• Licensed operators only (for casino ads)
• Responsible gambling messaging
• No misleading claims

TikTok

Current Policy

Highly restrictive:

• Gambling advertising generally prohibited
• Very limited exceptions
• No affiliate marketing
• No promotion of gambling behavior

What's Allowed

Very narrow exceptions:

• Some licensed operators in specific markets
• State lotteries in select areas
• Extremely limited

For Affiliates

Direct gambling ads: Not possible

Alternatives:

• Organic content only
• Educational approach
• Build audience, monetize elsewhere
• Don't use TikTok ads for gambling traffic

YouTube

Current Policy

Google's gambling policies apply (mostly):

• Same certification requirements
• Same geographic restrictions
• Video-specific ad formats

Video Ad Types

Options:

• Pre-roll/mid-roll on relevant content
• Video discovery ads
• In-stream ads

All require gambling certification

For Affiliates

Channel monetization: Gambling content may not be eligible for ads

Paid promotion:

• Same restrictions as Google Ads
• Certification required for gambling ads
• Educational content may have more flexibility

Reddit

Current Policy

Gambling ads allowed with restrictions:

• Must comply with subreddit and Reddit policies
• Licensed operators preferred
• Geographic restrictions apply

Process

Steps:

1. Set up Reddit Ads account
2. Create gambling-compliant campaign
3. Target appropriate audiences
4. Await approval

For Affiliates

More accessible than major platforms:

• Content promotion possible
• Review/educational content ads work
• Still need compliant landing pages
• Direct affiliate ads less likely approved

Programmatic/Native Advertising

Taboola

Policy:

• Gambling ads accepted with restrictions
• Must be licensed in target markets
• Compliance with platform standards

For affiliates:

• Content promotion possible
• Educational content ads viable
• Direct casino ads more restricted

Outbrain

Similar to Taboola:

• Gambling with restrictions
• Geographic limitations
• Compliance requirements

Gambling-Specific Networks

Options:

• Affiliate networks with ad services
• Gambling industry ad networks
• iGaming-focused platforms

Advantages:

• Built for gambling content
• Fewer restrictions
• Relevant audiences

Disadvantages:

• Smaller scale
• Variable quality
• Often more expensive

Podcast/Newsletter Advertising

Podcast Ads

Generally more permissive:

• Direct negotiation with podcasters
• Less platform-level restriction
• Must comply with jurisdiction laws
• FTC disclosure required

Approach:

• Contact relevant podcasts directly
• Negotiate sponsorship terms
• Provide compliant copy
• Include required disclosures

Newsletter Sponsorships

Similar flexibility:

• Direct deals with newsletter operators
• Less platform restriction
• Jurisdiction compliance still required
• Disclosure requirements apply

Influencer Marketing

Platform Rules

Each platform has different influencer/sponsored content rules:

Instagram: Paid partnership label required YouTube: Paid promotion disclosure required TikTok: Sponsored content tags Twitter: #ad or similar disclosure

FTC Requirements

In the US:

• Material relationships must be disclosed
• Clear and conspicuous disclosure
• "Ad" or "Sponsored" labeling
• Applies to affiliate relationships

For Gambling Content

Consider:

• Platform may restrict sponsored gambling content
• Influencer must comply with disclosure rules
• Gambling license questions may arise
• Geographic restrictions apply

Compliance Checklist

Before Running Any Gambling Ads

• Research platform's current gambling policy
• Identify required certifications/authorizations
• Determine permitted geographic targets
• Understand creative restrictions
• Prepare compliant landing pages

Setting Up Campaigns

• Apply for necessary authorizations
• Create compliant ad creative
• Set up proper age targeting
• Include responsible gambling messaging
• Configure geographic targeting correctly

Ongoing Compliance

• Monitor for policy changes
• Respond to compliance requests
• Update ads when rules change
• Keep authorization current
• Document compliance efforts

Key Takeaways by Platform

Where Direct Gambling Ads Are Possible

With certification/authorization:

• Google (licensed operators)
• Twitter/X (most flexible)
• Reddit (with restrictions)
• Native networks (varies)

Where Gambling Ads Are Very Restricted

• Facebook/Instagram (requires authorization, rarely given)
• TikTok (essentially prohibited)
• YouTube (Google policies apply)

Where Affiliates Can Actually Advertise

Focus on content promotion:

• Twitter/X (best option)
• Reddit (good option)
• Native networks (varies)
• Podcast/newsletter sponsorships

Direct affiliate ads are essentially impossible on major platforms.

Staying Current

Policies Change Frequently

What to monitor:

• Platform policy update announcements
• Industry news sources
• Affiliate program communications
• Legal developments in target markets

Resources:

• Platform business/ads help centers
• iGaming industry publications
• Legal/compliance blogs
• Affiliate forums

When In Doubt

• Don't assume policies are the same as last year
• Verify current rules before spending
• When uncertain, ask platform support
• Consider consulting with compliance experts

Conclusion

Gambling advertising is heavily regulated across all major platforms. For affiliates, the key insights are:

Reality:

• Direct gambling affiliate ads aren't allowed on major platforms
• Content promotion is usually possible
• Authorization requirements are significant
• Geographic restrictions are complex

Strategy:

• Focus on content-first advertising
• Use platforms where possible (Twitter, Reddit)
• Explore native/programmatic options
• Consider influencer/sponsorship approaches
• Build owned channels (email) to bypass restrictions

Compliance:

• Always verify current policies before running ads
• Get required authorizations
• Stay updated on changes
• Document your compliance efforts

Navigating gambling advertising regulations is complex, but understanding the landscape helps you make informed decisions about where to invest your ad budget. Use our compliance checklist to track your advertising compliance, and set up proper UTM tracking to measure what works.

Programs like PureOdds provide compliant promotional materials that work within platform guidelines. Ignoring these regulations is one of the biggest mistakes casino affiliates make.