How To Launch Online Gambling Advertising Campaigns on Facebook

With the rise of online gaming, iGaming companies are looking for new ways to reach their target audience. Have you considered launching advertising campaigns on the Meta platform (Facebook, Instagram, Audience Network) to promote your iGaming brand?

The Meta platform offers a wide range of advertising options that can help gambling brands reach a larger audience and drive more conversions. Whether you are looking to increase brand awareness, drive traffic to your website, or generate leads, Facebook has the tools and capabilities to support your advertising goals.

Running Facebook Gambling ads for products or services related to gambling can be challenging due to the platform’s policy constraints. However, policies always have their gaps.

The important question is:

Do you conduct detailed research and planning for gambling advertising campaigns?

Are you familiar with navigating policies while adhering to Facebook Advertising standards?

In this article, we will share solutions and strategies to overcome these barriers and optimize your advertising campaigns.

What is Online gambling and gaming?

Meta defines online gambling and gaming as any product or service where anything of monetary value is included as part of a method of entry and prize. Ads that promote online gambling and gaming are only allowed with prior written permission. Authorized advertisers must follow all applicable laws and include targeting criteria consistent with Meta’s targeting requirements. At a minimum, ads may not target people under 18.

Challenges Of Facebook Gambling Ads

There are two main challenges of Facebook gambling ads:

Complying with all licenses and laws of Facebook or the countries you advertise in
The dynamic nature of the betting industry forces you to change your campaigns several times per day, which results in generic and outdated ads

When it comes to legal issues, it must be said that Facebook wouldn’t approve online gambling ads until recently.

Thankfully, Facebook’s stance on advertising online gambling services is more flexible nowadays. Now, gambling ads on Facebook are allowed in countries where online gambling is legal.

The new guidelines also enable gambling companies, from both the online and brick-and-mortar worlds, to place ads on Facebook and Instagram; providing they:

Comply with the local laws of the country where the campaign is being run
Get Facebook’s approval for the ads

The pressure mounts because betting offers change frequently; several times a day. Doing paid social manually (making each creative and running ads hourly), means you can’t present relevant ads at the best time. Facebook doesn’t have the time to finish the learning phase and optimize your campaigns for better performance.

Overview of Facebook Gambling Ads Policy

To run ads promoting online gambling and gaming, advertisers will need to request written permission from Meta using this form and provide evidence that the gambling activities are appropriately licensed by a regulator or otherwise established as lawful in territories they want to target. Additionally, Meta doesn’t allow targeting for online gambling and gaming ads to people under the age of 18.

Guidelines for Launching Gambling Ads on the Meta Platform

To promote the following, written permission is required:

All forms of online gambling. Some common types of gambling include betting, lotteries, raffles, casino games, fantasy sports, bingo, poker, skill game tournaments, and sweepstakes.
Games where anything of monetary value is included as part of a method of entry and anything of monetary value is included as part of the prize, including but not limited to cash or digital currencies such as Bitcoin. This includes games that require purchases to continue gameplay or provide an advantage in winning prizes in cases where the prize is of monetary value.
Ads with destination (landing) pages that contain promotions for online gambling or games, even if there is no opportunity to gamble or game directly on that page, such as aggregator or affiliate sites.

Advertisers who receive permission cannot target ads to people under the age of 18.

Permission can be requested in the following countries:

Australia
Austria
Belgium
Brazil
Canada
Colombia
Czech Republic
Denmark
Estonia
Finland
France
Germany
Greece
India
Ireland
Japan
Kenya
Mexico
Netherlands
Nigeria
Norway
Peru
Poland
Portugal
Romania
Serbia
Slovakia
South Africa
Spain
Sweden
Switzerland
Turkey
United Kingdom
United States

Without permission, advertisers can run ads that promote:

Physical, real-money gambling activity or establishments, such as “brick and mortar” casinos, entertainment events at casinos, or the streaming of offline poker tournaments provided the ad or destination (landing) page does not promote or facilitate online gambling.
State or government lotteries, as long as the advertiser is directly or exclusively responsible for running the lottery.
Prize promotions that involve purchasing a product at the usual retail price, as long as online gambling isn’t the primary business model of the advertiser or any featured brand.
Entirely free-to-play games.

Note: Advertisers will need to comply with all applicable local laws when they run these types of ads.

Resources you need for Facebook Ads Gambling campaigns

Before running gambling ads, you need to have a Facebook page and a Visa card for direct payment of advertising costs on Facebook. If you don’t have a page yet, create one. As for the Visa card, you can obtain it from a bank or convert a regular ATM card into a Visa card. Note that it’s advisable to use well-established pages, as advertising gambling is considered Black Hat and violates Facebook’s policies. If you’re using a new account, it’s more likely to get banned. If you don’t have an account or a specific plan for running gambling ads, you can contact Wealth Ideas Marketing Agency.

We offer various gambling advertising services. Additionally, for large campaigns, consider using our Facebook gambling ad service. If your account gets suspended, we also provide account creation services and 24/7 support from our experienced team.

Thorough Understanding of Facebook Gambling Ads Policies

If you’re planning to run Facebook Ads related to gambling, here are some essential points to consider:

Permission and Approval

To run ads promoting online gambling and gaming, advertisers need to request written permission from Meta.

You can apply for permission using this form. Advertising for gambling is only allowed in certain specific countries including Australia, Austria, Belgium, Brazil, Bulgaria, Canada, Colombia, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, India, Ireland, Italy, Japan, Kenya, Mexico, Netherlands, Nigeria, Norway, Peru, Poland, Portugal, Romania, Serbia, Slovakia, South Africa, Spain, Sweden, Switzerland, Turkey, United Kingdom, United States. Advertisers will need to adhere to all local laws when running these types of ads.

Note that approval is granted to specific ad account IDs and is limited to the URLs (including app store URLs) listed in the approval.

Types of Gambling Activities Allowed on Facebook

Online gambling and gaming activities include:
- All forms of online gambling (betting, lotteries, raffles, casino games, fantasy sports, bingo, poker, skill game tournaments, and sweepstakes).
- Games where anything of monetary value is part of the method of entry and prize (including purchases for continued gameplay or advantages in winning prizes).
- Ads with destination pages containing promotions for online gambling or games, even if there’s no direct gambling or gaming opportunity on that page.
Not considered online gambling or gaming activities (and do not require permission):
- Physical, real-money gambling activity or establishments (offline casinos, entertainment events at casinos, etc.).
- Prize promotions involving product purchases at retail prices (as long as online gambling isn’t the primary business model).
- Entirely free to play games.

If you don’t have a clear understanding of Facebook’s algorithm, your account may be disabled immediately after creating an advertising campaign due to policy violations. In the worst-case scenario, it could result in a permanent ban.

Use Quality Videos and Images for Facebook Gambling Ads

Your images and videos must be of high quality and engaging, while also illustrating the benefits of your gambling product or service. Images must be eye-catching to attract customers.

For example:

Men will be interested in images/videos of attractive women surrounding the winner in a game.
Women in the age range of 30-50 will be interested in advertisements featuring the story of a successful homemaker who struck a big jackpot at a casino. Their images should portray them looking very happy while enjoying their winnings.

Setting up a Landing page for Facebook Gambling Ads

The landing page (including applications) must accurately and reflect the products or services.

Ads must not contain landing pages that are not functioning correctly. For example:

URLs must work on all browsers and should not lead to error pages.
Ads must not direct to splash pages containing automatically generated download content, malicious software, or files that require another program or application to open the content.

Focus on the Target Audience

It’s crucial to define your target audience clearly. Utilize custom audience creation options to specifically reach individuals who might be interested in gambling. This helps you optimize your advertising budget and ensure better performance.

To ensure effectiveness in your advertising, it’s crucial to target the right audience. Authorized advertisers must follow all applicable laws and include targeting criteria consistent with Meta’s requirements.

On Facebook, you can utilize various targeting options to narrow down your audience based on interests, demographics, and other factors.

Let’s consider the following points based on your suggestions:

Age: Your target customer base falls within the age range of 23-40, so you should concentrate on this segment. At a minimum, ads may not target people under 18.
Gender: Social media users interested in gambling are predominantly male.
Country/Region: The United Kingdom, India, and Myanmar are all interested in online gambling.

Here are some advertising recommendations:

Online Gambling: Create ads related to sports betting, online gaming, and other entertainment experiences.
Exclusions: Exclude mobile users within the last 1 or 3 months.
Ad Placement: Choose specific placements manually for your ads.

When testing, pay attention to different age groups and genders to tailor your Facebook gambling ads effectively.

Roadmap To Launching Winning iGaming Ad Campaigns On Facebook

The Meta Platform, encompassing Facebook, Instagram, and the Audience Network, offers a vast audience for iGaming advertisers. But with stricter regulations compared to some platforms, crafting compliant and successful campaigns requires a strategic approach.

Here’s your roadmap to launching winning iGaming ad campaigns on the Meta landscape:

Understanding Meta’s Policies:

Know the Ropes: Meta’s Advertising Policies for Gambling and Games are your north star. Familiarize yourself with what content is allowed (educational content, responsible gambling resources) and what’s strictly prohibited (direct casino or game promotion, bonus offers).
Get Pre-Approved (Maybe): Depending on your location and advertising goals, obtaining pre-approval from Meta might be necessary. Research the specific requirements for your region.

Crafting Compliant Creatives:

Focus on the Experience: Showcase the thrill and entertainment your iGaming platform offers, but avoid directly promoting games or gambling activities. Highlight ancillary services, loyalty programs (if applicable), or the overall user experience.
Responsible Messaging: Promote responsible gambling practices within your ads. Include messages about setting deposit limits or seeking help if needed.
Compelling Visuals: Use high-quality visuals that capture attention without depicting gambling activities. Think lifestyle imagery, community elements, or engaging game mechanics (if applicable to your platform).

Targeting and Optimization:

Laser-Focused Targeting: Facebook’s advanced targeting options allow you to reach users with specific demographics, interests, and behaviors relevant to your iGaming niche. Exclude users below the legal gambling age.
Track and Adapt: Continuously monitor your campaign performance through Facebook’s analytics tools. Optimize your creatives, targeting, and budget allocation based on data and what resonates with your audience.

Landing Page Compliance:

Transparency Matters: Your landing page should clearly explain the purpose of your campaign and its connection (if any) to iGaming. Avoid misleading language or imagery.
Responsible Gambling Resources: Provide clear and accessible links to resources that promote responsible gambling practices on your landing page.

Remember:

Compliance is King: Adherence to Facebook’s advertising policies is paramount. A single misstep can lead to campaign disapproval or account suspension.
Building Trust is a Journey: Focus on building brand awareness and establishing trust with potential players. Utilize engaging content, responsible practices, and transparency to position your iGaming brand for long-term success within the Meta ecosystem.

By following these guidelines, you can navigate the Facebook advertising landscape and launch impactful iGaming ad campaigns that resonate with your target audience while staying compliant with platform regulations.

Facebook Gambling Ads: Things to Consider

You should consider renting rather than buying accounts. Running gambling advertising accounts is highly susceptible to being disabled, and rental providers will replace new accounts for you. This is more practical than buying an account. It’s advisable to use ad accounts with spending history as your ads are more likely to get approved; this is the most stable choice at the moment. You can also consider hiring the services of a gambling marketing agency.

To save costs, you should look for agencies; they will provide account services as well as advertising campaigns for you. Facebook’s gambling advertising areas have been consistently restricted recently.

To get through Facebook’s review process, you need video/image content or a combination of both, along with techniques to hide things on the landing page. It’s crucial to strike a balance between creating enticing advertising content to attract potential players and adhering to Facebook’s advertising policies related to gambling.

Suppose you use new accounts or accounts that have never run ads before to run gambling advertising campaigns. In that case, there is a high probability of the accounts getting disabled immediately after you publish the ads.

Conclusion

In conclusion, despite the many Facebook advertising restrictions related to gambling, there are ways to overcome them and achieve success. Implement smart strategies and have a deep understanding of policies, or you can collaborate with Wealth Ideas Agency to receive support and expertise in Facebook advertising. We are always here to support you to optimize your campaigns to the best of our ability.