Advertising gambling on platforms like Google and Facebook can be challenging due to various restrictions and policies. However, there are some guidelines you can follow to increase your chances of advertising without getting banned.
Here are some key points to consider:
Comply with local laws and industry standards: Both Google and Facebook require advertisers to comply with local gambling laws and industry standards.
Obtain proper certification: Google Ads requires advertisers to receive the proper certification for gambling-related ads. Make sure you meet the necessary requirements and certifications before running your ads.
Target approved countries: Gambling ads must target approved countries and should never target minors. Ensure that your ads are geographically targeted to countries where gambling is legal and allowed.
Display responsible gambling information: Your landing page should display information about responsible gambling. This helps promote responsible gambling practices and ensures compliance with advertising policies.
Consider your audience: If your primary site audience is intended for individuals under 18 years of age, it is strongly suggested not to opt-in to receiving gambling ads. Consider the demographics and interests of your audience before running gambling-related ads.
READ ALSO: 5 Knockout Digital Marketing Ideas for iGaming Brands
Stay updated with platform policies: Different social media platforms have varying policies regarding gambling-related advertising. For example, Facebook allows streaming tournaments like poker and ads in brick-and-mortar casinos but prohibits online betting-related ads. Stay informed about the specific policies of each platform you wish to advertise on.
Engage with social media platforms: GambleAware is working with social media platforms to help users avoid gambling advertising. Platforms like Facebook provide options to hide ads and adjust ad preferences to see more relevant content.
It’s important to note that advertising policies can change over time, so it’s crucial to stay updated with the latest guidelines from Google, Facebook, and other platforms.
Advertising gambling on Google and Facebook
Here’s the thing: advertising gambling on Google and Facebook without bans isn’t a straightforward path. Both platforms have strict policies regarding Real Money Gambling (RMG) and require advertisers to navigate them carefully.
However, this blog post can guide you on responsible and compliant advertising strategies, even in the competitive world of iGaming promotion.
READ ALSO: How to Launch a Successful Online Gambling Ad Campaign in Indonesia
Understanding the Restrictions:
- Google Ads: Google requires advertisers to be certified and demonstrate compliance with local gambling laws before running RMG ads. Restrictions vary by location.
- Facebook Ads: Similar to Google, Facebook has limitations on RMG advertising. Pre-approval is often needed, and targeting options might be limited.
Compliant Strategies for Success:
- Target Allowed Locations: Focus your advertising on regions where online gambling is legal and where you hold the necessary licenses.
- Seek Pre-approval: If required by the platform, follow the pre-approval process meticulously. Be prepared to submit detailed documentation regarding your business and licensing.
- Focus on Responsible Gambling: Promote responsible gambling practices within your ads. This includes highlighting age verification measures and showcasing resources for problem gambling.
- Consider Alternatives: While Google and Facebook are major players, explore other advertising platforms catering specifically to iGaming. These platforms might have more lenient policies.
Shifting Your Focus: Effective Alternatives
Since navigating RMG advertising on major platforms can be challenging, explore alternative approaches:
- SEO and Content Marketing: Optimize your iGaming website for search engines and create informative content about your platform and responsible gambling.
- Affiliate Marketing: Partner with reputable websites or influencers to promote your platform organically.
- Social Media Engagement (Without Paid Ads): Build a strong social media presence for your brand. Share engaging content, interact with your audience, but ensure all content adheres to the platform’s organic promotion policies regarding gambling.
READ ALSO: How to Legally Run Gambling and Gaming Ads on Facebook
By following these guidelines and prioritizing ethical marketing practices, you can build a successful iGaming business without risking bans or jeopardizing user safety.