Now, advertisers must identify their role in advertising, as well as providing more advanced paperwork. This includes gambling licenses.
Meta is introducing a more rigorous authorization process for gambling ads on Facebook and Instagram. All advertisements featuring actual-money gaming will now have to go via Permissions and Verifications process of Meta in the Business Suite.
Advertisers must also submit more advanced paperwork, including current gambling licenses and certification of legal compliance in all regions where their ads appear. Meta grants approval only to specific accounts, and any new business profiles must undergo a separate internal review.
The rules apply to all major gambling categories like iGaming, sports betting, poker, and more. Only social casinos that offer free-play games with no monetary value are exempt from the new policy.
Advertisers should also explicitly state their ad role and send proof. This includes their company names, screenshots of their sites, and ad account rosters. All documents must be in English, and Meta will hand-review every case. Even after approval, Meta may request additional paperwork from advertisers.
Gambling operators do not need immediate authorization when they mention or refer to a creator in an ad they share. However, if a creator promotes their gambling ad straight, then the individual or entity will have to become an affiliate, get approval of Meta, as well as have a signed contract.
Meta has also reaffirmed its ban on targeting anyone under 18. This includes all gambling advertising, as well as social casinos and is part of a wider international campaign to improve responsibility, as well as transparency in gambling advertising.
Different regions are carrying out initiatives to regulate gambling ad reach, as well as influence. There’s a combination of provincial regulations within Canada. Nonetheless, an effort toward federal unification of standards is underway. This could have a radical impact on standards of operation for advertising through sports wagering entities throughout the country.
