Facebook Makes a Shift in Online Gambling Policy

Advertizing land and online gambling on Facebook now regulated

An announcement came this week from the popular online social network Facebook about the latest change to its Ad Guidelines policy, which includes the advertizing of online and land gambling.

According to the new policy directive, such advertizing is permitted, providing that the material is targeted outside of the United States and has Facebook’s explicit consent. It is believed that the changes will enable the industry to attract more customers through Facebook’s highly targetable ads.

It has been specified in the announcement that the changes include:

“Facebook's previous policy of allowing online gambling ads subject to specific permission has been modified to clarify that such advertisements must be targeted outside the United States in addition to obtaining the site’s consent.

“Ads that promote or facilitate online gambling, games of skill or lotteries, including online casino, sports books, bingo, or poker, are only allowed in specific countries, and only with the specific prior authorisation of Facebook.

“Lottery commissions licensed or sponsored by government entities may advertise on Facebook; provided that ads must be targeted in accordance with applicable law in the jurisdiction in which the ads will be served, and may only target users in the jurisdiction in which the lottery is available.

“Ads that promote land gambling establishments, such as casinos, in accordance with applicable laws and regulations, are generally permitted without prior Facebook approval, provided that the material is appropriately targeted. But land casino advertisements must be targeted on 18 year-olds and upwards, and within countries where gambling is permitted.

“Gambling ads may only be purchased through a direct sales partnership with Facebook, which requires a monthly minimum spend of $30,000, and may not be purchased through the self-serve ads tool or the Facebook Ads API.

“Unofficial lotteries are regulated by similar guidelines to online gambling requirements, although government authorised or sponsored lottery advertisements are governed by separate guidelines. As long as these comply with local laws, including provisions on age limits, such advertisements may be published without explicit consent from Facebook.”

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