Facebook changes advertising rules for online games

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Social media giant Facebook has rolled out an update to its online gambling advertising policies. Under the new rules, certain companies interested in promoting online gambling should contact Meta for written permission.

New Policy Affects Facebook Gambling Ads

Its updated online gambling advertising policy means that gambling companies looking to promote their products must submit a special form to Meta. In the form, they will be required to provide proof that the gambling activities they offer are permitted in the jurisdiction targeted by the gambling ads.

Meta described online gambling as “any product or service in which any item of monetary value is included as part of a method of entry and prizes”. Any advertisement involving the promotion of such Facebook activities fall under the terms of the updated Advertising Policy. Additionally, Meta explained that gambling ads cannot target anyone under the age of 18.

Authorized Advertisers must comply with all applicable laws and include targeting criteria consistent with Meta’s targeting requirements. At a minimum, ads should not target anyone under the age of 18,

reads Meta’s advertising policy

Written permission is required

Meta has provided details explaining which forms of gambling require written permission. The new policies affect all forms of online gambling, such as advertising “common types of gambling include betting, lotteries, raffles, casino games, fantasy sports, bingo, poker, skill game tournaments and sweepstakes,” explained Meta.

Other forms of gambling that also require written permission for advertising include games that require monetary value for entry with prizes having monetary value; this, according to the platform, includes not only cash but also digital currencies such as Bitcoin. Games that require the user to pay to play or pay to gain an advantage by winning a prize of monetary value also fall under the regulations.

Finally, Meta explained that gambling ads “with landing (landing) pages containing promotions for gambling or online games, even if there is no opportunity to play or to play directly on this page, such as aggregation or affiliate sites” are also affected by the regulations and require written authorization.

On the other hand, free games are not subject to this regulation, as well as advertisements that promote gambling in points of sale such as physical gambling sites. Offline poker tournaments may also be promoted provided that “the ad or landing (landing) page does not promote or facilitate online gambling”. Government and state lotteries are also unaffected by the policy as the advertiser is directly responsible for the lottery.

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