Paid Ads for Casino Affiliates: What's Allowed

Paid advertising for gambling content is heavily restricted. But "restricted" doesn't mean impossible. This guide is part of our casino SEO and traffic series.

Understanding what's allowed—and how to work within limitations—can give you an edge over affiliates who stick to organic-only strategies.

This guide covers the current advertising landscape for casino affiliates.

The Advertising Challenge

Why Platforms Restrict Gambling Ads

• Legal liability: Gambling laws vary by jurisdiction
• User protection: Concerns about problem gambling
• Advertiser quality: History of scam gambling sites
• Brand safety: Mainstream advertisers don't want association

The Result

Most major platforms:

• Require special certification
• Limit to licensed operators only
• Restrict targeting options
• Prohibit certain content types
• Ban affiliate marketing specifically (in some cases)

Platform-by-Platform Breakdown

Google Ads

Status: Heavily restricted, but possible for some

What's allowed:

• Licensed gambling operators (with certification)
• State lotteries
• Physical casinos
• Some sports betting in approved regions

What's prohibited:

• Unlicensed gambling sites
• Affiliate marketing for gambling (explicitly banned in most cases)
• Casino games without proper licensing
• Crypto casinos (generally)

Requirements:

• Google gambling certification
• Licensed in target jurisdictions
• Landing pages must be compliant
• Responsible gambling messaging

For affiliates: Google explicitly prohibits gambling affiliate ads in most cases. You can advertise gambling-related content (educational, reviews) but not with direct affiliate links.

Workaround strategies:

• Advertise educational content (not casinos directly)
• Build email lists through ads, convert via email
• Promote non-gambling aspects of your site

Facebook/Instagram (Meta)

Status: Very restricted

What's allowed:

• Online gambling and gaming with prior written authorization
• Only in approved jurisdictions
• Must target 18+ (or legal age)

What's prohibited:

• Gambling without authorization
• Crypto gambling
• Unlicensed operators
• Most affiliate content

Authorization process:

• Apply through Meta Business Help
• Provide licensing documentation
• Wait for approval (can take weeks)
• Must maintain compliance

For affiliates: Direct affiliate advertising is essentially impossible. Focus on:

• Building audience through non-gambling content (see our YouTube guide)
• Promoting educational content
• Growing engaged following organically
• Using retargeting for site visitors (non-gambling pages)

Twitter/X

Status: More permissive than Facebook/Google

What's allowed:

• Gambling ads in many jurisdictions
• Licensed operators
• Sports betting promotions

What's required:

• Pre-authorization from Twitter
• Licensed in target markets
• Compliance with local laws
• Age-targeted audiences

For affiliates: Twitter has been more permissive for gambling advertising. You may be able to:

• Promote content about gambling
• Run ads for your site (not direct casino links)
• Build following through promoted tweets

Application process:

• Contact Twitter Ads support
• Provide business details
• Demonstrate compliance
• Wait for approval

TikTok

Status: Generally prohibited

What's allowed:

• Very limited gambling advertising
• Mostly licensed operators in specific markets

What's prohibited:

• Most gambling content
• Affiliate marketing
• Crypto gambling

For affiliates: TikTok advertising isn't viable for gambling affiliates. Focus on organic TikTok content instead.

Reddit

Status: Restricted but possible

What's allowed:

• Some gambling advertising to appropriate audiences
• Must comply with jurisdiction rules
• Licensed operators only

For affiliates: Reddit advertising can work for:

• Educational content promotion
• Community building
• Non-direct-affiliate content

Programmatic/Native Ads

Networks that may allow gambling:

• Taboola (with restrictions)
• Outbrain (with restrictions)
• Various adult/gambling-specific networks

What's typically required:

• Compliance with network policies
• Licensed in relevant jurisdictions
• Approved creative
• Landing page compliance

For affiliates: Native advertising can be more accessible than major platforms. Focus on:

• Content promotion (not direct affiliate)
• Educational angles
• Compliant landing pages

Strategies That Work

The Content-First Approach

Instead of: Advertising casino affiliate links directly

Do this:

1. Create valuable gambling-related content
2. Advertise that content
3. Convert readers through content
4. Affiliate links within content

Example:

• Create: "Complete Guide to Casino Bonuses"
• Advertise: Promote the guide on platforms that allow educational content
• Convert: Guide contains affiliate links with proper disclosure

Why it works:

• Educational content often permitted
• You're advertising information, not gambling
• Conversion happens on your site, not in the ad

Email List Building

The funnel:

1. Advertise lead magnet (guide, calculator, etc.)
2. Capture emails
3. Nurture with valuable email content
4. Convert via email (no platform restrictions)

Ad creative: "Free Guide: How to Spot Casino Bonus Traps" → Landing page captures email → Email sequence includes affiliate recommendations

Why it works:

• Lead magnets are advertiseable
• Email has no platform restrictions
• Higher lifetime value per lead

Retargeting Strategies

Use retargeting for:

• People who visited your site
• Email subscribers who visited but didn't convert
• Engaged audiences on social

What to retarget with:

• New content announcements
• Updated guides
• Non-direct-affiliate messaging

Why it works:

• Warmer audience
• Lower cost per click
• Can use broader messaging

Geographic Targeting

Some jurisdictions are more permissive:

• Research which markets allow more gambling advertising
• Target content to those markets
• Understand local regulations

Caution:

• Laws change
• Platform interpretation varies
• Stay compliant with both platform and jurisdiction

Niche Platforms

Consider gambling-specific ad networks:

• Casino affiliate-focused networks
• Gambling industry publications
• Poker/sports betting specific platforms

Advantages:

• Built for gambling content
• Less restriction
• Relevant audience

Disadvantages:

• Smaller reach
• Higher competition
• Quality varies

Creating Compliant Ads

Headlines That Work

Compliant examples:

• "Understanding Casino Bonuses: Free Guide"
• "How to Read Betting Odds (Explained Simply)"
• "The Math Behind House Edge"

Non-compliant examples:

• "Win Big at [Casino] Today!"
• "Best Casino Bonuses – Sign Up Now!"
• "Make Money Gambling – Click Here"

Landing Page Requirements

Most platforms require:

• Clear ownership information
• Responsible gambling messaging
• Age verification or messaging
• Privacy policy
• Terms and conditions
• No auto-play video
• No misleading claims

Creative Guidelines

Do:

• Use educational framing
• Include disclaimers
• Be accurate about odds/returns
• Target appropriate ages
• Include responsible gambling resources

Don't:

• Promise winnings
• Target minors
• Use misleading imagery
• Exaggerate benefits
• Hide affiliate relationships

Measuring ROI

Key Metrics

For content promotion:

• Cost per click (CPC)
• Time on page
• Pages per session
• Email signups
• Ultimate conversion to affiliate clicks

For direct response:

• Cost per signup
• Cost per deposit
• Player lifetime value
• Return on ad spend (ROAS)

Attribution Challenges

Problem: Long conversion windows make tracking difficult.

Solutions:

• UTM parameters on all links
• First-click attribution models
• Cohort analysis
• Talk to affiliate managers about conversion data

Budget Considerations

Starting budget:

• Test with $500-1,000
• Measure results carefully
• Scale what works

Realistic expectations:

• Gambling traffic is expensive
• Competition is high in allowed segments
• ROI may take time to materialize

Common Mistakes

Running Prohibited Ads

Problem: Getting account banned

Reality: Platforms enforce rules. Violations lead to:

• Ad disapproval
• Account suspension
• Permanent bans
• Lost ad spend

Solution: Know the rules before spending

Direct Affiliate Links in Ads

Problem: Most platforms prohibit this

Solution: Advertise content, convert on your site

Ignoring Geographic Restrictions

Problem: Running ads in prohibited regions

Solution: Research jurisdiction rules, use proper targeting

Over-Promising Returns

Problem: Misleading claims trigger disapproval

Solution: Stick to educational, factual messaging

Neglecting Compliance Documentation

Problem: Can't prove compliance when questioned

Solution: Keep records of licenses, certifications, and approvals

Alternative Paid Strategies

Influencer Marketing

Instead of platform ads:

• Pay influencers to promote your content
• Sponsored posts in relevant communities
• Paid reviews or mentions

Requirements:

• Proper FTC disclosure
• Relevant influencers (consider streaming affiliates)
• Quality content to promote

Sponsorships

Options:

• Podcast sponsorships
• Newsletter sponsorships
• Event sponsorships
• Community sponsorships

Advantages:

• Often more permissive
• Targeted audiences
• Relationship building

Content Syndication

Pay to place content on:

• Relevant publications
• Industry sites
• News outlets

How it works:

• You create content
• Pay for placement
• Reach new audiences
• Include appropriate calls to action

Should You Use Paid Ads?

Good fit if:

• You have budget to test
• Organic growth is slow
• You can create compliant content
• You're willing to work within restrictions
• You can track and optimize

Skip if:

• Tight budget
• Just starting out
• Can't create compliant landing pages
• Unwilling to learn platform rules
• Expecting direct affiliate ad success

Realistic Expectations

Paid ads for casino affiliates:

• More difficult than other niches
• Require creative compliance strategies
• Won't allow direct affiliate promotion (usually)
• Can work with content-first approach
• Need proper tracking and patience

Getting Started

Step 1: Choose Your Approach

• Content promotion strategy?
• Email list building?
• Retargeting focus?
• Niche platform exploration?

Step 2: Prepare Compliant Assets

• Landing pages with required elements
• Creative that follows guidelines
• Proper disclosures

Step 3: Start Small

• Test budget ($100-500)
• Measure everything
• Learn platform rules in practice

Step 4: Optimize and Scale

• Kill what doesn't work
• Scale what does
• Stay compliant as you grow

Conclusion

Paid advertising for casino affiliates is challenging but not impossible.

The key insights:

• Direct affiliate ads are rarely allowed
• Content-first strategies can work
• Email list building bypasses restrictions
• Compliance is non-negotiable
• Niche platforms may offer more flexibility

The approach:

1. Understand platform rules
2. Create compliant content and landing pages
3. Advertise information/education, not casinos
4. Convert on your site or via email
5. Track, measure, optimize

Paid traffic can supplement organic strategies, but respect the limitations and work within them.

Need a quality program to promote? PureOdds offers transparent terms and is ideal for affiliates building legitimate traffic channels.