Meta has updated its gambling advertising policy, making it tighter and shifting full responsibility for compliance with local laws to advertisers.
Meta strengthened regulations to permit gambling advertisements to appear on Facebook and Instagram. The American multinational technology company led by Mark Zuckerberg, which owns and runs a number of well-known social media platforms and communication services, will now mandate that any online gambling promotion posted on Facebook or Instagram must pass through the “Permissions and Verifications” section in the account holder’s “Business Suite” going forward and with immediate effect.
Account holders are prohibited from promoting gambling content without the company's official approval. In addition to preventing challenges from national governments that have been growing more aware that Meta could not be keeping its end of the agreement, this is intended to help reduce the quantity of unlawful gambling adverts that consumers view online. Instead of a country-based permission system (“whitelist”), a “blacklist” of markets has been introduced where gambling advertising is prohibited: Thailand, Indonesia, the Philippines, Pakistan, Vietnam, Taiwan, Bangladesh, Malaysia, Hong Kong, Myanmar, Kyrgyzstan, South Korea, Egypt, Saudi Arabia, Mongolia, and Azerbaijan. Under this new ruling, all forms of gambling are now included, including lotteries, internet casinos, sports betting, prize-based and poker games and activities, and operators.
The key changes include simplified authorization procedures through the “Meta Business Suite” for real money online gambling advertising, as well as the ability to use one permit for multiple markets, provided that the advertiser operates legally. Social casino advertising with virtual assets can only be placed for an 18+ audience, but if these assets can be bought or sold for real money, then full authorization is required, as for an online gambling operator.
Meta also won’t take the easy route and won’t let operators just receive a rubber stamp and go on. Rather, they’d need to fulfill several requirements that are designed to properly safeguard customers. Regardless of whether they are suppliers, operators, mediators, or other stakeholders, all businesses vying for the right to advertise wouldn’t be required to submit their applications in English or answer all information requests.
Meta emphasized that they aren’t responsible for advertisers’ compliance with local laws, and targeting minors remains strictly prohibited.
The regulations aren’t allowed to be circumvented by influencers. Although the procedure will be simplified, Meta stated that in some circumstances, it might call for additional documentation and further input from some candidates. But influences are also being examined by Meta.
Meta is aware that influencers are attempting to assist operators in reaching a wider audience, even if most people prefer to promote gambling material through “random” videos that show large wins rather than necessarily promoting a business. As a result, if an influencer shares an advertisement with a gaming company, they must also register as an affiliate and get platform clearance. In other words, if the content is posted by the influencer themselves, they must work on behalf of an authorized advertiser. The rules are comprehensive, but their efficacy can only be gauged in time.
