Meta is upping the game with a new set of rules that will effectively shut the backdoor on gambling advertising that is trying to cajole gamblers into spending money, but that may not have undergone the proper verifications on the platforms.
While concerns remain for freely shared videos that are not really ads but serve advertising purposes, pushed by social media influencers, the current changes constitute a significant step forward in the company’s policies.
Meta Tightens Rules to Allow Gambling Ads Displayed on Instagram and Facebook
Moving forward and effectively immediately, Meta will now require any online gambling promotion posted on Facebook or Instagram to go through the Permissions and Verifications section in the account holder’s Business Suite.
Without a formal go-ahead from the company, account holders may not promote gambling content. This is meant to help limit the number of illegal gambling advertisements seen by customers online and to preemptively move against challenges by national governments that have been getting increasingly aware that Meta may not be holding its end of the bargain.
All gambling categories are covered under this new decision, with sports betting, online casino, lotteries, prize-based and poker games and activities, as well as operators, now covered under the new mandate.
Meta will not go for an easy approach either and will not allow operators to sort of get a rubber stamp and continue. Instead, they would have to meet a number of prerequisites that effectively look to protect consumers.
All companies applying for the right to advertise, whether they are a supplier, an operator, a mediator, or other stakeholders, would not have to submit their application in English and comply with all requests for information.
Influencers Won’t Be Allowed to Skirt the Rules
While the process would be streamlined, Meta said that it could require more input from certain applicants and further proof in certain cases. However, Meta is also taking a look at influencers.
While most people tend to push gambling content through “random” videos showing big wins and not necessarily endorsing a company, Meta is aware that influencers are trying to help operators reach more people.
Therefore, if an influencer is sharing an ad with a gambling entity, they, the influencer, would have to register as an affiliate and obtain approval from the platform as well. The rules are comprehensive, but their efficacy can only be gauged in time.