Introduction: Sports Betting Ads Are Back, But with Stricter Rules
The online sports betting industry is booming – with billions flowing through betting apps, casinos, and affiliate sites. But unlike mainstream products, gambling ads face intense scrutiny from every major ad platform.
While Meta, Google, and TikTok have gradually loosened restrictions, they still impose tight licensing, location, and content rules. Understanding these is the difference between running scalable campaigns or watching your ad accounts vanish overnight.
This guide breaks down exactly what’s allowed in 2025 on each platform – plus practical compliance tips to stay live and profitable.
1. Meta (Facebook & Instagram) Gambling Ad Policy 2025
What’s Allowed
- Sports betting and fantasy sports ads from licensed operators.
- Campaigns targeting approved GEOs where online betting is legal.
- Ads that link directly to verified betting platforms (no redirects).
- Responsible gambling messages or event-based betting content (e.g., “Bet responsibly on the Premier League”).
What’s Restricted
- Unlicensed operators or affiliates. Meta only permits direct operators to advertise gambling.
- Deceptive content (e.g., “Win big instantly,” “Guaranteed odds”).
- Underage targeting – all gambling campaigns must target 18+ or local legal age.
- Cloaking, redirects, or landing pages that disguise gambling content.
Approval Requirements
To advertise sports betting on Meta, you must:
- Obtain Meta’s written permission via their Request for Permission to Advertise Gambling form.
- Provide your gambling license, list of target countries, and full ad creative preview.
- Submit the application per business entity – approval is not transferable.
Tip: If you operate as an affiliate, use content-first funnels. Create sports blogs or tip sites that discuss betting odds and link users to your partner via a compliant bridge page.
2. Google Ads Gambling Policy 2025
What’s Allowed
- Ads from licensed sports betting operators in approved countries (UK, Ireland, Italy, Spain, Romania, most of LATAM, select U.S. states).
- Campaigns promoting responsible gaming or awareness, not just direct deposits.
- Brand campaigns for betting companies approved under Google’s Gambling & Games Certification program.
What’s Restricted
- Affiliate promotions or landing pages redirecting to betting sites.
- “Guaranteed win” claims, arbitrage systems, or fake testimonials.
- GEO mismatches (targeting users in unlicensed regions).
Requirements
To run sports betting ads on Google:
- Apply for Gambling Certification via the Google Ads help center.
- Submit proof of license and ensure your domain matches the license holder.
- Repeat the process for each GEO you wish to advertise in.
Pro Tip: Affiliates should focus on SEO or native ad traffic instead. Google’s paid media policies are stricter than organic or native content regulations.
3. TikTok Betting Ads Policy 2025
TikTok is the newest platform experimenting with regulated gambling ads, and in 2025, limited markets have opened up for testing.
What’s Allowed (in select GEOs)
- Licensed operators running brand awareness campaigns (UK, Italy, Spain, LATAM).
- Educational or responsible gaming content (no deposit or “play now” CTAs).
- Ads featuring sports-related themes, without showing betting actions or odds.
What’s Not Allowed
- Affiliate or unlicensed betting offers.
- Direct calls to action like “Join now” or “Bet here.”
- Ads targeting underage audiences (must target 21+ even if local law says 18).
Authorization Process
- Obtain TikTok’s Gambling Ad Authorization for your licensed brand.
- Include responsible gaming disclaimers in all creatives.
- Avoid high-energy or “addictive behavior” visuals – focus on sports entertainment instead.
Smart Strategy: Use influencer-style content and UGC collaborations to build brand awareness. Drive users off-platform to your verified domains through compliant bios and landing pages.
4. Practical Tips for Staying Compliant Across Platforms
- Localize everything. Use localized disclaimers, currencies, and licensing numbers.
- Simplify your messaging. Avoid emotional triggers or “instant win” narratives.
- Separate brand layers. Use different domains for content and conversion funnels.
- Maintain transparency. Avoid cloaking or misleading redirects.
- Track platform updates. Policies change quarterly – review them before each campaign launch.
5. Comparison Table – 2025 Sports Betting Ad Rules
| Platform | Licensed Operator Ads | Affiliate Ads | Minimum Age | Pre-Approval Required | Key Restrictions |
| Meta | ✅ Allowed in legal GEOs | ❌ Not allowed | 18+ | ✅ Yes | No cloaking, operator only |
| ✅ Allowed (with certification) | ❌ Not allowed | 18+ | ✅ Yes | GEO-specific licenses | |
| TikTok | ⚠️ Limited GEOs | ❌ Not allowed | 21+ | ✅ Yes | No direct betting CTAs |
6. The Future of Sports Betting Advertising
In 2025 and beyond, platforms are moving toward controlled transparency – allowing licensed operators to advertise within strict guardrails. Affiliates and smaller agencies will need to pivot toward content-driven, community-based, or influencer-led campaigns.
As AI ad moderation becomes stricter, smart funnel design, regional compliance, and responsible messaging will define success in this vertical.
Conclusion
Running sports betting ads in 2025 is possible – but only if you understand the licensing, platform, and compliance structure.
Operators should secure direct platform approval, while affiliates should focus on compliant top-funnel marketing.