Meta updates ad rules for real money and social gaming
Meta is changing its vetting process for online gambling ads on several platforms.
The tech conglomerate implemented new advertising rules for gambling-related marketing materials shared on its Facebook and Instagram social platforms. Meta adjusted its advertising rules to combat the prevalence of ads shared by illegal and unlicensed gaming operators. Meta defines online gambling and gaming as “any product or service where anything of monetary value is included as part of a method of entry and prize.”
Its definition applies to online sports betting, online casinos, poker and lotteries.
The company’s new advertising standards mandate entities that want to run a gambling ad to request authorization through Meta’s Permissions and Verifications portal offered through its Business Suite offering. Meta requires licensed advertisers to select whether they are an operator, aggregator or affiliate and the territories where they want to share ads.
All gambling ads shared through Meta’s platforms must not target anyone under 18.
Entities are also required to provide Meta with their legal business names, websites and proof of gaming licensing before submitting an application that will be reviewed by Meta.
Meta requires applicants to keep “licenses updated and in compliance with local laws.” Its new standards also applies to partnership ads between operators and aggregators.
Meta’s rules require new business profiles to undergo a separate internal review.
Meta’s new rules also consider influencer marketing. The tech giant’s standards require an influencer who shares gaming-related ads to register as an affiliate with Meta. Once registered, an influencer must wait for Meta’s approval to share any gambling-related ad.
Meta takes broad stance on social casino ads
The California-based company has a new set of ad rules that mention social gaming.
Meta is allowing advertisers to run ads for social casinos and free-to-play offerings with no prior authorization.
The tech company is allowing social casino and F2P ads if they “don’t offer the opportunity to win money, coins, gifts or anything of monetary value.” Meta defines social casino games as online games that “simulate casino gambling where there is no opportunity to win anything of real world value, such as money or prizes.” Meta authorizes social casino and F2P gaming ads as long as they don’t target account holders under the age of 18.
Sweepstakes sites are not explicitly mentioned in the policy, but the definition does bear a resemblance to language used in sweepstakes bills.
Meta also requires disclaimers to inform customers of in-app purchases and to provide notice that success while playing social games does not apply to real-money gaming.
Lawmakers want to crack down on gambling ads
Several lawmakers introduced bills in 2025 to change gambling advertising rules.
New Jersey Assemblyman Brian Bergen introduced Bill A5207 in January as a measure that prohibits the “posting, distributing, broadcasting, or disseminating” of any online ad related to sports betting.” The bill gives the New Jersey Division of Gaming Enforcement the responsibility of ensuring that companies comply with the ban.
Bergen introduced Bill A5207 to protect young audiences. The piece of legislation was referred to the Assembly Tourism, Gaming and the Arts Committee for consideration.
Florida Sen. Jonathan Martin and Rep. John Synder introduced bills to implement stiffer punishments related to gambling ads. Martin’s bill, S1836, proposed making advertising for any illegal gambling a second-degree felony while Snyder’s tackled misleading statements. Both measures died in separate committees last month.
https://sbcamericas.com/2025/07/10/metas-new-marketing-standards-gambling/