Facebook Introduces New Protocols for Gambling Advertising in Gaming Ads

As the digital landscape evolves, companies specializing in gambling advertising must navigate increasingly complex regulatory environments. Facebook has recently refreshed its policies regarding these types of promotions, meaning that anyone looking to deploy gambling advertising on the platform must now comply with stricter protocols. Prospective advertisers are now required to submit a formal written request for permission to run betting ads, ensuring that all gambling advertising meets the platforms updated compliance standards.

These requests must be directed to Meta Platforms, the parent company of Facebook, and pertain to various forms of gambling classified by Meta, including:

• Betting
• Lotteries
• Raffles
• Casino games
• Fantasy sports
• Bingo
• Poker
• Skill game tournaments
• Sweepstakes

In order to run ads promoting online gambling, advertisers must request written permission from Meta. This request should include documentation that proves the gambling activities are licensed by relevant authorities in their targeted jurisdictions,” states Meta. “Additionally, targeting for online gambling ads cannot be directed at individuals under the age of 18.”

Facebook has faced challenges from gaming companies in the past. Notably, in 2019, Facebook implemented restrictions on certain European online gaming firms accused of collecting excessive customer data to attract younger potential bettors.

Big Tech and Gambling Ads

Large technology companies like Google (Alphabet), Apple, and Facebook navigate a complex landscape when it comes to advertising for real money gaming. There are advantages and potential pitfalls to consider:

• Social casino game developers contribute significantly to revenues across app stores.
• These companies generate considerable online advertising revenues for tech firms.
• However, they also face scrutiny and legal challenges, particularly concerning their targeting practices.

For example, Apple recently withdrew betting advertisements from various product pages in its App Store due to backlash from developers, many of whom produce apps not related to gambling. In past initiatives, Apple mandated that even non-wagering related gaming apps be rated solely for users aged 17 and above.

From a public relations perspective, it is prudent for companies like Facebook to impose stringent standards against dubious gaming content while creating compliant pathways for legitimate businesses to advertise effectively.

Meta’s definition of online gambling and gaming includes any product or service involving monetary elements as part of the entry mechanism or prize,” states the company. “Ads for online gambling are permitted only with prior written consent. Advertisers must comply with all relevant laws and ensure adherence to Meta’s advertising standards, including the prohibition of targeting those under 18.”

The Importance of Compliance

Operators eager to utilise Facebook for gaming ads must ensure they follow these new instructions carefully, as failure to comply can lead to significant repercussions. Legal experts like Klein Moynihan Turco’s David Klein highlight the importance of maintaining compliance with these regulations:

“Advertisers must obtain prior written permission from Meta to feature online gambling and gaming ads. This request needs to demonstrate that the gambling activities are duly licensed by regulators or lawful in the regions they are targeting,” comments Klein. “While it may seem straightforward to comply with Facebook’s gaming advertising parameters, it can be quite complicated. Seeking legal guidance is always a wise move.”

As such, within the gaming industry, businesses are encouraged to engage legal counsel before launching any contest promotions to mitigate possible social media, regulatory, and legal challenges.

Summary

Overall, Facebook’s latest policy updates highlight the necessity for advertisers in the gaming industry to adapt to increased regulatory scrutiny and compliance requirements. Advertisers must navigate these challenges carefully to ensure lawful and responsible advertising practices in the digital marketing landscape.