Google LLC and Meta Platforms Join the Advertising Crackdown on iGaming

Digital advertising giants are flexing their regulatory muscle in a dramatic crackdown on iGaming ads. Google parent Alphabet, Meta and Amazon dominate the global internet advertising market with nearly 90% control outside China. This unprecedented power lets them dictate how gambling companies can reach potential customers. Their zero-tolerance enforcement policies have already cost major operators $208.6 billion in advertising reach.

However, many gambling companies stick to their marketing strategies despite these growing restrictions. Large operators continue to spend millions quarterly on advertising, even as platform limitations grow.

Google Enforces Stricter iGaming Advertising Rules

Google's latest policy updates bring a fundamental change to online iGaming advertising. On April 14, 2025, the search giant rolled out stricter rules that change and reshape how gambling operators promote their games and collect data on Google's platforms. The updates bring a clearer definition of "gambling" and "gambling-promoting content."

The revised guidelines especially target affiliate and aggregator websites. These sites can now only offer informational or comparative content about licensed gambling services. Online gambling and social casino advertisers also need separate Google certifications. They must provide extra documentation to prove they can operate legally in their target regions. These advertisers must keep valid licenses and notify Google right away if their licenses expire or get suspended.

YouTube has additionally added new restrictions from March 19, 2025. Creators cannot mention or show logos of gambling services that Google hasn't approved. They also can't link to these services in their videos. Videos about online gambling might get age restrictions. This means viewers under 18 or those not signed in won't see them.

Google takes these policy violations seriously, especially for social casino games. Breaking these rules could lead to immediate and permanent account suspensions without warning. This tough stance shows Google's dedication to responsible gambling advertising. The company wants all promotions to follow local gambling laws and industry standards.

Meta Updates Gambling Ad Policies on Facebook And Instagram

Meta has followed Google's lead with major changes to gambling ads on Facebook and Instagram. The company now asks advertisers to go through a strict review process in the Meta Business Suite's 'Permissions and Verifications' portal before running real-money gaming ads.

The new rules need advertisers to submit more paperwork than before. They must show valid gambling licenses and prove they follow laws in every region where their ads will run. Advertisers also need to specify if they're operators, aggregators, affiliates or agents. They must provide their legal company name, website screenshots and full details of their ad accounts.

Meta approves only specific ad accounts. New business profiles need a fresh review from the internal team and all paperwork must be in English. These rules apply to sports betting, online and no deposit bonus casino, lotteries, poker and prize-based games. Social casinos that offer free games without real money don't need this approval. Meta suggests these games should clearly state that winning at free games doesn't mean you'll win at real gambling.

Meta has set clear rules for influencer marketing too. Gambling companies can mention content creators in their ads without extra approval. But creators who want to promote gambling must register as affiliates. They need Meta's approval and must show a signed contract that proves their business partnership.

The Industry is Responding to Platform Restrictions

iGaming operators are changing their marketing strategies to sustain growth as advertising policies become more restrictive. Companies now redistribute their marketing investments to alternative channels because traditional platform advertising has become harder to manage in multiple jurisdictions.

Leading companies focus on customer retention technologies, programmatic advertising networks, email marketing and mutually beneficial alliances. The Brazilian market presents an interesting case where online betting became the second-largest TV advertising investor due to regulatory changes. This shows how operators turn to traditional media when digital channels face limitations.

The competitive landscape pushes operators to focus on three key trends: individual-specific experiences, new game mechanics and artificial intelligence implementation. Affiliate marketers have started using AI tools more frequently for fraud detection, automated campaigns and expandable content production. These tech capabilities give companies an edge when platform policies change.

The transformation rewards companies that excel at operations and regulatory preparation rather than traditional marketing creativity. To not get blacklisted, companies need strategic flexibility and compliance excellence to grow in this restrictive advertising environment.

Why Google and Meta are Cracking Down On Gambling Ads

The regulatory push mainly aims to protect vulnerable populations, especially young users. Studies show that gambling marketing normalizes betting behaviors for children and increases overall participation, even before they turn legal gambling age. This leads to higher problem gambling rates. Platforms face growing pressure to implement stronger safeguards because adolescents show more susceptibility to gambling advertising effects.

Google and Meta’s evolving stance reflects growing evidence about gambling promotion's harmful effects. Evidence shows how excessive gambling exposure creates serious consequences, including depression and suicidal thoughts. It also challenges self-regulation's effectiveness, as industry-led initiatives often fail due to conflicts of interest.

Right now, operators, platforms and regulators keep working through this complex situation. Each group protects its interests but knows they must find common ground.

By GamesAndCasino