Meta Strengthens Gambling Ad Policies on Facebook and Instagram

Approval will also be contingent on displaying documentation of proper gambling licenses and regulatory compliance at potential ad sites

Ziv Chen

Last Updated: July 11, 2025 9:57 AM EDT • 3 minute read

Meta Strengthens Gambling Ad Policies on Facebook and Instagram — Pictured: The Meta logo is seen during a Vivatech technology startups and innovation fair. Photo by Eliot Blondet/Abaca/Sipa USA via Imagn Images.

Meta platform advertisers with gambling content are now subject to a wider compliance regime as the business clamps down on tighter verification and approval procedures on Facebook and Instagram. All online gambling operators and affiliates must go through the "Permissions and Verifications" process in Meta's Business Suite to obtain ad approval.

Approval will also be contingent on displaying documentation of proper gambling licenses and regulatory compliance at potential ad sites. Individual ad accounts are tied to each approval, which will not automatically apply to other business listings; therefore, extensions will need to pass in-house review individually.

Its current policy includes all gambling categories, including real-money online casinos, sports betting, lotto, poker, and instant prizes or games. Social casino or free-play games that have no monetary value are exempt.

Advertisers must reveal their functional role - i.e., operator, agent, affiliate, or aggregator - and specify the kind of gambling activity being advertised.

Submissions should include licenses from regulatory authorities granted by individual states in our legal sports betting states tracker, the company's legal name, screenshots of the relevant website or app, and a list of proposed ad accounts. All documents should be in English. Meta's internal team will perform manual checks, which may result in indeterminate response times and possible additional requests.

Meta regulations also touch on influencer participation. No additional approval is required when a gambling operator hires a creator and tags them in a post. However, creators who post gambling content must register as affiliates, provide evidence of a commercial relationship, and get Meta approval. This nuance ensures a formalized structure for influencer-driven gambling promotions.

Minors are still off-limits. All advertisements for gambling, including free-play games, cannot target those under the age of 18.

Google updates ads policy for social casinos

While Meta is clamping down on its gambling advertising, its rivals have recently loosened restrictions. In a distinct reversal of earlier policy, Google revealed an update to its Personalized Ads policy in November that now permits customized advertising of social casino game applications, which in some cases include sweepstakes casinos.

That change went live on Dec. 4, 2024, with complete roll-out across properties anticipated by March last.

Under the updated policy for ad restrictions, social casino apps are no longer grouped with traditional gambling. This differentiation eliminates the earlier restrictions that prevented personalized campaigns for these apps across Google's platforms, including Google Search, Google Play, YouTube, Discover, and the Display Network.

To participate, social casino operators must first be certified by Google Ads. This entails adherence to country-specific legislation and verifying the exclusion of prohibited demographics, including minors.

Google is taking a phased approach to enforcement. Infringers will have a minimum of seven days' notice before a potential suspension of their account, providing a practical method for enforcement. The ruling is part of a larger regulatory evolution aimed at more effectively blending policy with the changing nature of app-based gaming and advertising.

Written by:
Ziv Chen

Ziv has over two decades of experience in the igaming and sports betting industry, having served in senior marketing and business development positions with both B2C and B2B companies, including Playtech and Microgaming. In 2019, Ziv decided to pursue his passion for writing and became a fulltime industry journalist, covering casino, sports, and gambling business news. He’s specialties include casino games and technology, US state gambling regulation, company performance, as well as gambling affiliates and marketing. As a Pitt graduate, Ziv is a diehard fan of all Pittsburgh sports teams, with the Steelers at the top of the list. In his free time, he enjoys reading crime fiction, biographies (mainly of sports personalities, but not only) and American history. Ziv’s Favorite quote: “We're going to pursue perfection, knowing full well we won't catch it, but we're going to relentlessly chase it," Mike Tomlin, Pittsburgh Steelers Head Coach.