Gambling games have been a popular track for going overseas in recent years, and as a very important game category in the global mobile game market, the number of audience players and revenue growth of these games are very considerable figures.

However, in terms of advertising policies, different countries and regions have different legal restrictions on social gambling and real money games. Advertisers need to understand and follow the advertising guidelines for gambling games on the Meta platform, as well as the relevant laws and regulations of the target market.

This article by PASA will share and interpret the policy rules for social gambling games on the Meta platform, common reasons for ad rejection, and how to achieve the best practices for creative materials.

1. Classification of gambling ads on the Meta platform

Meta currently divides gambling ads into two categories: Social Casino Games and Online Gambling and Betting Ads.

1. Social Casino Games

Social casino games are online games that simulate casino gambling, where no items of actual value, such as money or prizes, are involved.

Placement restrictions: Since no items of actual value are involved, no written permission from Meta is required, just ensure that it is only targeted at users over the age of 18.

2. Online Gambling and Betting Ads

Online gambling and betting refer to any products or services that require something of monetary value to participate and reward something of monetary value. Monetary value includes but is not limited to cash or digital currencies such as Bitcoin.

Placement restrictions: Can only be targeted at users over the age of 18, and must request written permission from Meta. Advertisers must provide evidence that the gambling activities they promote have been properly licensed by regulatory authorities or that the relevant gambling activities have been established as legal in the region where the advertiser wants to place ads.

2. Requirements for placing social gambling and online gambling ads

Social Casino Game Ads

It is officially recommended to add a disclaimer about the promoted product in the ad copy or landing page when placing these games. The disclaimer should inform players that winning in these games does not indicate winning in real money gambling and related games, and disclose in-game purchases (if applicable).

🔸Example of disclaimer in ad copy:

In the above ad copy, it is clearly stated:

(1) "Jasper's Slots Bonanza includes in-app purchases.

(2) Winning in Jasper’s Slots Bonanza does not indicate winning in real money gambling and related games.

🔸Example of disclaimer text on landing page:

(1) This product is for use by users over the age of 18 only and is for entertainment purposes only.

(2) This game includes in-app purchases

(3) Players playing social gambling games or winning in these games does not indicate future success in real money gambling and related games.

2. Online Gambling and Betting Game Ads

Online gambling or betting activities include various forms of online gambling. Common types of gambling include betting, lotteries, raffles, casino games, fantasy sports, bingo games, poker games, strategy gambling competitions, and all-in betting competitions. The core gameplay of gambling games is divided into winning by skill and winning by luck:

This type requires any item of monetary value to participate, and part of the reward is any item of monetary value. Advertisers placing this type of content must apply for the Meta whitelist before placing ads.

The following content is not considered online gambling or betting activities and can be placed without applying for the whitelist:

3. How to apply for the whitelist

1. Regions where you can apply for Meta promotion of online gambling or betting licenses:

Whitelist application guide:

🔸Information needed:

The entire application process takes 20-30 minutes. Once the application process begins, all related messages are communicated via email. Please reconfirm that the email address used by the applicant during the application is valid and correct. Please ensure all documents are complete. If not, the entire application will be withdrawn, and the applicant will need to resupply the missing documents and reapply.

4. Ad review process

The ad review mainly targets the content displayed to the audience, such as copy, images, videos, and landing pages. It is particularly important to note that during the review period, advertisers should not change the ad materials (text, images, videos, or links), audience targeting, optimization, and billing events, as these modifications will trigger the system to restart the review process. Usually, ads are approved within 24 hours, although it may take longer in some cases.

5. Common rejected ads and how to appeal

1. Common violations:

🔸Low-quality ads: Ads that conceal information, maliciously hype, and use interaction baits will be judged as low-quality content.

🔸Containing prohibited elements:

Exaggerating the ability to gain through online gambling and betting without effort.

Unrealistic amounts/far exceeding the local average income level.

All creative materials are entirely real cash elements.

Ads displaying non-existent features.

2. Ad rejection appeal operations:

Directly appeal for all rejected ads and pause similar ads in progress to avoid generating more violations. Advertisers can appeal in the BM account content quality section, and authorized advertisers can also appeal through CC. (Remember: Do not directly modify or delete the original violating ads after the system rejects them, as this operation will not make the violation record disappear, but may cause the appeal to go wrong.)

6. Achieving the best practices for creative materials

In all Meta ad placements, it is recommended for social gambling and real money game advertisers to choose the Reels placement, which is currently the best performing placement for these games. According to practice data, for performance marketing campaigns, ads placed in the Reels placement that include 9:16 videos with added audio materials have a 4.8% lower cost per action, a 5.1% higher click-through rate, and a 2.9% higher conversion rate.

Image materials:

Highlighting human portraits: In popular image materials, facial elements appear, achieving emotional reach through excited expressions.

Highlighting the game's prize benefits: Directly placing product rewards in the image materials can also stimulate users' desire to download.

Video materials:

Displaying real income, stimulating user download interest.

Multi-person video interspersed, showcasing the social attributes of the game.

High-quality live-action drama, bridging the gap between the game and life.

Summary of achieving the best practices for creative materials:

Create suspense at the beginning, solve puzzles in the middle to create a twist, and guide game downloads at the end.

Use live-action materials and videos.

Essential 9:16 full-screen materials (other format sizes should also be included).

Add cash and monetary elements (under realistic premises).

Poker games may consider male-oriented materials.

Consider housewives as a potential audience group.