Limited Content: Gambling and lotteries

NOTE:

Gambling and lotteries advertising may be eligible to further restrictions. Please contact our Customer Support Team to find out what rules apply to your market of interest.

Gambling and lotteries advertising

Policies on gambling advertising differ by country and region. As an advertiser, it is your responsibility to comply with all applicable local and national regulations. We reserve the right to reject an ad or make exceptions to the policy even if an ad complies with the policies. Ads and keywords acceptable under one country’s policies might not be acceptable under another. If you advertise in two or more countries, you must make any necessary changes to comply with all of the policies. These policies apply to all forms of currency, including real and virtual currency.

Markets that permit online gambling advertising

In certain markets, we allow advertising for websites that promote or facilitate online gambling, accept wagers, or require payment in exchange for the chance to win prizes, provided advertisers comply with the following restrictions:

Advertisers must comply with all applicable regulations, including licensing and/or registration requirements in each market where their content is served.
- Geo-targeting and adult audience targeting are required.
- Proof of eligibility/license is required.
Advertisers promoting aggregated content for third-party gambling services (providing links to the websites) must ensure that their partners comply with all policies and regulations.
Sites must not accept or procure bets from residents of countries where online gambling is disallowed, such as Colombia or India, for example.
Ads acceptable under one country’s policy guidelines might not be acceptable under another. If you advertise in two or more countries, you must make any necessary changes to comply with all the policy guidelines.
Advertising for websites that promote or facilitate, directly or indirectly, online gambling or wagering is allowed only in the countries listed in the table below, with strict adherence to local laws.

Online gambling sites include:

Sites that accept wagers or require payment in exchange for the chance to win prizes and sites that offer information and links related primarily to the promotion of online gambling.
Any content that facilitates, promotes, or is affiliated with online gambling or wagering of any type.
Websites that contain links that direct site visitors to prohibited gambling content, regardless of the location of the links or whether the offer originates in a geographic region where gambling is legal. In other words, it must be impossible for a site visitor to navigate from your website to any prohibited gambling or wagering content.
Educational, “learn to play”, “practice”, and other free simulation sites, including .net sites that are affiliated with an online gambling site.
Games of chance, gaming & casino games, and spread betting.

Responsible gaming messaging

Advertising must not misrepresent or glorify the benefits of gambling or encourage people to play beyond their means.
Advertising may not imply or suggest that gambling is a viable alternative to employment or financial investments, a way to recover from financial losses, or that skills may affect the outcome of a game of chances.
Information on the odds of winning and prize amounts must be described accurately and must not be misrepresented. Advertisers may not present winning as the most probable outcome of the game nor misrepresent a person’s chance of winning a prize.
Targeting minors is not allowed. Advertising must not be directed toward individuals under the applicable minimum age to participate in online gambling or served in a context where it is highly likely it will be displayed to such individuals. This includes but is not limited to the use of language, themes, expressions, graphic resources, audio or visual elements that may appeal to underage individuals or using individuals who are or appear to be underage in promotional content or on the website.

Prohibited gambling content

Advertisers who are not authorized to serve gambling ads in a targeted market or are targeting a market where gambling is not allowed cannot promote any of the gambling content mentioned in the policy above or otherwise link to gambling content.

Market availability