Meta’s New Rules Demand Pre-Approval for Gambling Ads
Meta has rolled out stricter global policies for advertising gambling and real-money gaming (RMG), directly impacting how operators market to users in India. Advertisers promoting any service involving cash, digital currencies like Bitcoin, or prizes with real-world value must now obtain written approval from Meta before launching campaigns.
These changes cover a wide range of formats—sports betting, casino games, lotteries, poker, fantasy sports, raffles, sweepstakes, and even skill-based tournaments. Ads must also avoid users under 18 and ensure landing pages are compliant, even if gambling isn’t directly accessible on them.
Tighter Oversight on Content and Compliance
The updated guidelines apply not just to direct gambling platforms, but also to affiliate and aggregator sites that funnel users toward such services. Meta stresses that advertisers must meet all legal requirements in their target markets and use appropriate targeting filters.
The policy classifies gambling as any game where users pay to enter and stand to win something of value—whether cash or crypto. Even pay-to-play games that enhance winning chances or extend gameplay fall under this definition.
India Gets a Simplified Path via AIGF Certification
For Indian operators, Meta has introduced a major shift by recognizing certifications from the All India Gaming Federation (AIGF). RMG companies can now submit either court orders or AIGF certifications to verify their games as skill-based and secure ad approvals more efficiently.
The AIGF hailed this change as a “major policy update,” following two years of discussions with Meta. The federation confirmed that a more detailed application process will be outlined soon, aiming to bring much-needed clarity to ad approvals in India’s gaming sector.
Industry Support for Policy Overhaul
Roland Landers, CEO of AIGF, welcomed Meta’s revised stance, calling it a move toward transparency and better compliance. He noted that this recognition will help distinguish legal operators from grey-market platforms.
Anuraag Saxena, CEO of the E-Gaming Federation, called the update a “landmark step,” adding that it will reinforce due diligence and create a more trustworthy advertising environment. The policy also dovetails with industry partnerships, including one with the Advertising Standards Council of India (ASCI), which monitors and flags illegal offshore ads.
A Complex Legal Patchwork Across India
Meta’s changes land as Indian states continue to shape their own gaming laws. Tamil Nadu recently rolled out sweeping restrictions, including KYC checks, time limits, and nighttime login bans under its 2022 gaming law. It also reclassified rummy and poker as illegal, arguing that traditional skill-versus-chance distinctions don’t hold up online.
Other states, like Karnataka and Telangana, have taken varied approaches—some banning all gambling, others allowing skill-based play. This patchwork forces gaming companies to tailor their operations state-by-state, with no clear national framework to rely on.
How Google Differs
Unlike Meta, Google doesn’t accept certification from Indian industry bodies. Instead, it uses a stricter, country-specific process and limits gambling ads to formats like social casinos. Ads in Gmail, Shopping, or Google TV masthead remain off-limits. Violators risk having their accounts suspended without notice.
The Bigger Picture
Meta’s update marks a meaningful shift for India’s gaming ecosystem. It opens the door for legal operators to advertise responsibly, but places the burden of proving legality squarely on the advertiser. With no nationwide policy, tech giants like Meta are effectively setting the standards.
For now, India’s RMG space remains a legal maze. But Meta’s move could be a step toward greater consistency—and possibly, a nudge for regulators to develop clearer national guidelines.
