February 23, 2026 · 10 min read

Running Gambling Ads on Twitter/X

Traffic & Conversion

Running Gambling Ads on Twitter/X

Twitter (now X) has more permissive gambling advertising policies than most major platforms. That doesn't mean anything goes—but it does mean opportunities exist. This guide is part of our casino SEO and traffic series.

This guide covers what's allowed, how to get authorized, and strategies that work for casino affiliates.

Twitter's Gambling Ad Policies

What's Allowed

With authorization, Twitter permits:

Sports betting ads
Casino advertising
Daily fantasy sports
Lottery promotions
Gambling-related content

Geographic restrictions:

Must be licensed in target jurisdictions
Different rules for different countries
US state-by-state regulations apply
Some countries completely prohibited

What's Required

For gambling ads, you need:

Pre-authorization from Twitter
Valid gambling license in target markets
Compliance with local regulations
Age-targeted audiences only
Responsible gambling messaging

What's Prohibited

You cannot:

Target minors
Advertise in prohibited jurisdictions
Run misleading ads
Promote unlicensed gambling
Guarantee winnings

The Authorization Process

Step 1: Prepare Documentation

You'll need:

Business information
Gambling licenses (copies)
Website URL
Description of what you'll advertise
Target markets/jurisdictions

Step 2: Apply for Authorization

How to apply:

Go to Twitter Ads account
Navigate to "Help" or "Contact"
Request gambling advertising authorization
Submit required documentation
Wait for review

What to include in request:

Clear description of your business
Which markets you want to target
Links to licenses/regulatory info
Sample ad creative (optional but helpful)

Step 3: Wait for Approval

Timeline:

Initial response: 1-2 weeks typical
Full approval: 2-4 weeks
May require additional documentation

Possible outcomes:

Approved (with restrictions)
Approved for limited markets
Request for more information
Denied

Step 4: Maintain Compliance

After approval:

Follow all stated restrictions
Update authorization if markets change
Respond to compliance inquiries
Keep licenses current

For Affiliates: The Reality

Can Affiliates Get Authorized?

The challenge:

Twitter's gambling policies focus on licensed operators. Affiliates typically don't hold gambling licenses—they promote licensed casinos.

Possible approaches:

Content promotion: Advertise educational content, not casino links
Business positioning: Present as gambling media/review company
Licensed partners: Work with licensed casinos on co-marketing

What Actually Works for Affiliates

Focus on:

Promoting content about gambling
Building your Twitter following
Driving traffic to educational content
Growing email list via Twitter ads
Brand awareness for your review site

Instead of:

Direct casino affiliate links
"Sign up through my link" messaging
Promoting specific gambling actions

Ad Formats and Strategies

Effective Ad Formats

Promoted Tweets:

Best for engagement and clicks
Can include media
Fits naturally in timeline
Good for content promotion

Follower Campaigns:

Build your following
Long-term value
Good for brand building
Engaged followers see organic content

Website Traffic Campaigns:

Drive clicks to your site
Good for content promotion
Can target specific content pieces
Measure on-site conversion

Creative Strategies

For content promotion:

"Just published: The Complete Guide to Casino Bonuses (What they don't tell you)

5,000 words on how bonuses actually work, which ones are worth it, and which to avoid.

Free to read: [link]"

For list building:

"Free download: The House Edge Calculator

Know exactly what you're up against before you play.

Grab yours: [link to landing page]"

For brand building:

"I review casinos so you don't have to get scammed.

Follow for honest takes on:

Which casinos actually pay
Bonus traps to avoid
Games with the best odds

No BS. No fake wins. Just real information."

What Not to Do

Avoid:

Direct affiliate links in ads
"Use my code" messaging
Guaranteed winning claims
Misleading before/after scenarios
Targeting non-compliant jurisdictions

Targeting Options

Audience Targeting

Relevant interests:

Gambling
Sports betting
Poker
Casino games
Crypto (for crypto casino content)

Follower look-alikes:

Followers of gambling accounts
Followers of sports betting accounts
Followers of casino reviewers

Keywords:

Target users who tweet about gambling
Specific game mentions
Casino name mentions

Geographic Targeting

Start with:

Markets where online gambling is clearly legal
Regions your content is relevant to
Areas where you can comply with regulations

Avoid:

Jurisdictions with gambling ad prohibitions
Markets where you're not sure of rules
Under-18 targeting (obviously)

Demographic Targeting

Required:

21+ targeting in most US states
18+ minimum everywhere
Compliance with local age requirements

Recommended:

Target based on interests, not just age
Consider income/education for value targeting
Test different demographic combinations

Budget and Bidding

Starting Budget

Recommended test budget:

$100-300 for initial testing
Enough for statistical significance
Not so much you waste on bad creative

Daily budget:

Start with $20-50/day
Scale up what works
Kill what doesn't quickly

Bidding Strategies

For awareness:

Automated bidding
Optimize for impressions
Lower cost, broader reach

For traffic:

Cost per click bidding
Set max CPC based on value
Monitor click quality

For followers:

Cost per follower bidding
Track follower quality over time
Consider lifetime value

Expected Costs

Gambling-related targeting:

Higher CPCs than average ($1-5+)
Competitive space
Quality over quantity matters

What's worth paying:

Engaged visitors who read content
Email subscribers
Quality followers

Measuring Success

Key Metrics

Ad metrics:

Impressions
Click-through rate (CTR)
Cost per click (CPC)
Engagement rate

On-site metrics:

Time on page
Pages per session
Email signups
Affiliate link clicks

Long-term metrics:

Follower growth
Organic reach increase
Conversion attribution

Attribution Challenges

The problem: Twitter → Your site → Email signup → Eventually converts How do you attribute that conversion to Twitter?

Solutions:

UTM parameters on all links
Track email signup source
Monitor cohort behavior over time
Look at overall business impact

Compliance Considerations

Required Elements

In your ads:

Age targeting compliance
No misleading claims
Proper disclosures when needed
Responsible gambling messaging (when required)

On landing pages:

Terms and conditions
Privacy policy
Responsible gambling resources
Accurate information

Staying Compliant

Ongoing requirements:

Monitor for policy changes
Respond to compliance requests
Update ads if rules change
Keep documentation current

If your ad gets disapproved:

Read the reason carefully
Adjust creative accordingly
Re-submit for review
Appeal if you believe it's compliant

Case Study: What Works

Content Promotion Strategy

Approach:

Create comprehensive gambling guide
Promote via Twitter ads targeting gambling interests
Capture emails with content upgrade
Convert via email sequence

Sample results:

$2.50 average CPC
15% of visitors sign up for email
Cost per email: ~$17
5% of email list converts to affiliate signup
Effective cost per conversion: ~$340

Profitability depends on:

Commission per conversion
Player lifetime value
Your content quality
Email sequence effectiveness

Brand Building Strategy

Approach:

Run follower campaign
Post valuable organic content
Build engaged audience
Monetize through organic posts

Sample results:

$1.50 per follower (follower campaign)
1,000 followers gained
5% of followers eventually convert
50 conversions from $1,500 spend

Long-term value:

Followers see future organic content
Retweets extend reach
Authority builds over time
Lower customer acquisition cost long-term

Common Mistakes

1. Skipping Authorization

Problem: Running gambling ads without approval

Result: Ad disapproval, possible account ban

Solution: Get proper authorization first

2. Direct Affiliate Links in Ads

Problem: Trying to drive direct casino signups through ads

Result: Policy violations, poor conversion anyway

Solution: Promote content, convert on your site

3. Ignoring Geographic Restrictions

Problem: Targeting regions where you shouldn't

Result: Compliance issues

Solution: Target only compliant jurisdictions

4. Misleading Creative

Problem: Exaggerated claims or misleading images

Result: Ad disapproval, trust erosion

Solution: Honest, compliant creative

5. Not Tracking Properly

Problem: No idea if ads are profitable

Solution: UTMs, conversion tracking, attribution modeling

Getting Started Checklist

Before You Start

Review Twitter's gambling policies
Identify compliant jurisdictions for your content
Prepare required documentation
Apply for authorization (if needed)

Setting Up Campaigns

Create Twitter Ads account
Set up conversion tracking
Build target audiences
Create compliant ad creative

First Campaign

Start with content promotion objective
Set modest budget ($100-300)
Target relevant interests
Monitor results closely

Optimization

Kill underperforming ads quickly
Scale what works
Test new creative variations
Track long-term conversion

Conclusion

Twitter/X offers more gambling advertising opportunities than most platforms, but affiliates need to work within limitations.

What works:

Content promotion, not direct affiliate ads
Building following through ads
Educational content driving email signups
Brand awareness campaigns
Compliant creative and targeting

Keys to success:

Get proper authorization if running gambling ads
Focus on value-first content
Track full conversion funnel
Stay compliant with policies
Think long-term, not just clicks

Twitter ads can be part of a diversified traffic strategy, especially for building brand presence and promoting quality content.

Looking for programs to promote? PureOdds offers competitive terms. See also our broader guide on paid ads for casino affiliates covering all major platforms.