Gambling Ad Approval: Google, Bing & Meta Rules Explained for 2026

Why Gambling Ad Approval Is So Confusing

If you run a gambling business in the UK, you already know that getting advertising approved on Google, Bing or Meta can feel like navigating a maze blindfolded. The rules differ between platforms, they change frequently, and the distinction between what counts as "gambling" versus a "lottery" or "prize draw" can mean the difference between instant approval and months of back-and-forth.

The core issue is that each platform categorises gambling activities differently. An online casino faces stricter requirements than a charity raffle. A state-run lottery gets treated differently from a private sweepstakes site. Sports betting sits in its own category again. Understanding these distinctions is essential before you spend time and money on an application that gets rejected.

This guide breaks down the current rules for each platform as of early 2026, covering what you can advertise, what documentation you need, and how the process actually works in practice.

Google Ads: The Most Detailed (and Strictest) System

Google operates the most granular gambling advertising framework of the three major platforms. They distinguish clearly between gambling types and require country-specific certification for each.

Certification Categories

Google splits gambling advertising into three broad certification types:

• Privately licensed operators - Online casinos, sports betting sites, poker rooms, and bingo sites holding valid licences from recognised regulatory bodies
• State-run entities - Government-operated lotteries and betting services
• Social casino games - Play-for-fun platforms using virtual currency with no real-money element

Each category has different documentation requirements and approval timelines.

What You Can Advertise in the UK

The UK is one of Google's more permissive markets for gambling advertising. With the correct certification, you can promote:

• Online casino games
• Sports betting
• Online bingo
• Lotteries (both state-run and private)
• Poker

All advertisers must hold a valid UK Gambling Commission (UKGC) licence. There are no exceptions to this requirement.

The Application Process

Getting Google Ads gambling certification involves several steps:

1. Visit the Google Ads Help Centre and locate the gambling certification application form
2. Submit your documentation, including your UKGC licence details, business registration, and identification
3. Accept Google's gambling advertising terms and conditions
4. Wait for evaluation, which typically takes four to six weeks

Since April 2025, Google requires website-specific certification. This means if you operate multiple gambling sites under different domains, each one needs its own separate application and approval. You also need separate certifications for each country you want to target.

Key Rule Changes for 2025-2026

Google made 18 policy changes to gambling advertising during 2025 alone. The most significant include:

Sweepstakes reclassification (October 2025) - Google closed what was known as the "social casino loophole." Sweepstakes platforms with dual-currency systems (where virtual currency can be exchanged for real prizes) are now classified as real-money gambling. Existing social casino certifications for these platforms were retroactively revoked. If you operate a sweepstakes-style site, you now need a full gambling licence and certification.

Expanded age restrictions - All online gambling content is now restricted to users aged 18 and over. Signed-out users and those identified as under 18 are blocked entirely from seeing gambling ads.

Health policy requirement (March 2026) - New applicants must now demonstrate "good health policy" as part of their certification application. This means showing evidence of responsible gambling measures, self-exclusion tools, and player protection protocols.

Lotteries, Draws and Raffles on Google

This is where it gets interesting, and where many operators get confused.

State-run lotteries (like the National Lottery) have a separate, simpler certification process. They don't need to provide the same level of commercial gambling documentation.

Private lotteries and raffles fall into a grey area. If the lottery is licensed by the Gambling Commission, it needs standard gambling certification. However, small-scale raffles run by registered charities may qualify for exemption under Google's "social casino" or promotional categories, provided there is no significant monetary entry fee and the primary purpose is charitable.

Prize draw sites and instant win games are treated as gambling if real money is required to enter. Sites like Win a Million that offer free entry routes may have more flexibility, but Google increasingly scrutinises these models. If in doubt, apply for full gambling certification.

What Gets You Rejected (or Banned)

Google takes a hard line on gambling ad violations. Common reasons for rejection include:

• Missing or expired UKGC licence
• Targeting countries where you don't hold local certification
• Ads that lack responsible gambling messaging
• Landing pages without visible age verification
• Promoting unlicensed or offshore gambling sites
• Falsifying certification documentation (this results in a permanent ban)

If your licence is revoked, suspended, or terminated, you must report this to Google immediately. Failure to do so can result in permanent removal from the platform.

Microsoft Advertising (Bing): The Enablement Process

Microsoft's approach to gambling advertising is less granular than Google's but still requires formal approval. They use what they call an "enablement process" rather than certification.

How the Enablement Process Works

To advertise gambling on Bing, you must:

1. Complete the Gambling and Contests Advertising Program participation form through Microsoft Advertising
2. Provide proof of licensing in every jurisdiction where you intend to advertise
3. Demonstrate compliance with all applicable local and national regulations
4. Wait for manual review and approval

The process is somewhat less structured than Google's, which can be both an advantage and a frustration. There's no published timeline, and approval can take anywhere from two weeks to several months depending on the complexity of your application.

UK Requirements

For UK-focused gambling advertising on Bing, you need:

• A valid UKGC licence
• Compliance with ASA (Advertising Standards Authority) codes, including both the BCAP Code for broadcast and the CAP Code for non-broadcast advertising
• Ads must not suggest that gambling improves financial status or personal attractiveness
• No characters that could appeal to children
• Nobody under 25 shown engaging in gambling activities
• Clear explanation of bonus terms and conditions
• No pressure tactics or urgency messaging

Categories on Microsoft

Microsoft permits gambling advertising on the Microsoft Audience Network, but treats different categories with varying levels of scrutiny:

Lotteries and Draws on Bing

Microsoft is generally more relaxed than Google when it comes to lotteries and prize draws. State-run lotteries face minimal friction in the approval process. Private lotteries and licensed draw sites can typically gain approval provided they hold appropriate licensing.

Where Bing gets stricter is with affiliate and comparison sites. If your site reviews or compares gambling operators (much like Slot Picks) rather than operating gambling directly, the approval process can be more challenging. Microsoft wants to see genuine editorial value rather than thin affiliate content.

Meta (Facebook and Instagram): The Most Manual Process

Meta's gambling advertising framework is arguably the most opaque of the three platforms. The approval process is heavily manual, and timelines are unpredictable.

The Authorisation Process

Meta implemented its current gambling authorisation system in July 2024, with updates in July 2025 that tightened requirements. The process works as follows:

1. Access the Permissions and Verifications portal in Meta Business Suite
2. Submit your application with full business details, including registered business name, website, and your operational role
3. Provide licensing documentation, specifically your UKGC licence for UK-targeted ads
4. Upload website screenshots showing your gambling services are accessible and operational
5. List all ad accounts that will be used for gambling promotions
6. Wait for manual review, which typically takes 7-14 days for established operators but can stretch to several weeks if additional documentation is requested

All documentation must be in English with gambling offerings clearly visible.

How Meta Categorises Gambling

Meta distinguishes between several categories, each with different requirements:

Real-money operations - Online casinos, sports betting, poker, and bingo require full licensing and authorisation. This is the strictest category, and you must hold a valid licence in every jurisdiction where your ads will appear.

Social casino games - These now require authorisation if they involve "any element of real-world value, including virtual currencies that can be traded or converted." This is a significant change from earlier policies where social casinos operated with minimal oversight.

Fantasy sports - Treated separately depending on prize structure and entry fees. Daily fantasy sports with cash prizes are generally treated as gambling. Season-long leagues without entry fees may be exempt.

Sweepstakes and contests - Require gambling policy compliance if prizes have monetary value or if secondary markets exist for virtual rewards.

Lotteries - State-run lotteries generally face a simpler approval path. Private lotteries need full gambling authorisation.

Key Differences for Lotteries, Draws and Raffles on Meta

This is where Meta differs most significantly from Google and Bing:

State-run lotteries receive relatively straightforward approval. Meta recognises them as a distinct category with lower risk.

Licensed prize draws and competitions can advertise on Meta, but the platform scrutinises the prize structure carefully. If real money is required to enter and prizes have cash value, expect to be treated as a gambling operator.

Free-entry prize draws have the easiest path. If entry is genuinely free (not requiring a purchase or deposit), these often fall outside Meta's gambling policy entirely and can be advertised through standard ad channels. However, if there's any perceived "pay to play" element, Meta will flag it.

Charity raffles generally receive favourable treatment, particularly if organised by registered charities with clear charitable purpose statements.

The Bloomberg Investigation

It's worth noting that in January 2026, Bloomberg reported that the UK Gambling Commission criticised Meta for allowing ads from illegal gambling sites to appear on its platforms. This has led to increased scrutiny of Meta's approval process and is likely to result in stricter enforcement throughout 2026. If you're applying now, expect more thorough checks than operators experienced even six months ago.

Platform Comparison: Which Is Easiest?

For UK operators with a valid UKGC licence advertising standard gambling products, here's how the three platforms compare:

Recommendations by Business Type

If you run an online casino or sports betting site: Budget for certification across all three platforms. Start with Google (longest wait) and apply to Bing and Meta in parallel. Ensure your UKGC licence is current and your website displays all required responsible gambling information before applying.

If you run a lottery or licensed draw: Meta is often the easiest starting point, particularly if your draw has a free entry route. Bing is also relatively straightforward. Google requires more documentation but is worth pursuing for the search traffic.

If you run charity raffles or free competitions: You may not need gambling certification at all on Meta or Bing. Google is stricter, so check their specific exemption criteria before assuming you're covered. Always ensure your raffle complies with Gambling Commission guidelines regardless of advertising platform rules.

If you run an affiliate or review site: Expect a harder time across all platforms. Google and Meta are particularly cautious about affiliate gambling content. Focus on demonstrating genuine editorial value, original content, and clear responsible gambling messaging.

Tips for a Smooth Approval

Having spoken with operators who've been through this process across all three platforms, a few practical tips stand out:

• Get your house in order first. Ensure your website displays your UKGC licence number prominently, has visible age verification, shows responsible gambling messaging, and links to self-exclusion tools like GamStop. Reviewers check all of this.

• Apply to Google first. It takes the longest and is the most detailed. You can use the documentation you prepare for Google across the other platforms.

• Be honest about your business model. If you operate a sweepstakes or dual-currency site, don't try to classify it as a social casino. Google revoked certifications retroactively for this in 2025, and the other platforms are following suit.

• Keep records of everything. Licence renewals, compliance certificates, and responsible gambling policies should all be readily accessible. Platforms may request additional documentation at any time.

• Monitor for policy changes. Google made 18 changes in 2025 alone. Subscribe to each platform's policy update notifications. A rule change can invalidate your current certification overnight.

• Plan for processing time. If you're launching a new site or campaign, start the certification process well in advance. Three months' lead time is sensible.

For more on choosing the right platform for your gambling activities, explore our guides to the best slot sites and top-rated casinos.

Frequently Asked Questions

Do I need a UKGC licence to advertise gambling in the UK on any platform?

Yes. Google, Bing, and Meta all require a valid UK Gambling Commission licence for any real-money gambling advertising targeting UK users. There are no exceptions for online casinos, sports betting, or commercial lotteries.

Can I advertise a free-entry prize draw without gambling certification?

On Meta, free-entry competitions often fall outside the gambling policy and can use standard ad channels. Bing takes a similar approach for genuinely free draws. Google is stricter and may still require documentation depending on the prize structure. Always check the current policy before assuming exemption.

How long does gambling ad approval take?

Google typically takes four to six weeks. Meta ranges from one to six weeks depending on your application. Bing is the most unpredictable, ranging from two to eight weeks. Established operators with clean histories generally receive faster approvals.

What happens if my application is rejected?

All three platforms allow you to reapply after addressing the issues raised. Google provides the most detailed rejection feedback. Meta and Bing can be vaguer, sometimes requiring you to contact support for clarification. Fix the specific issues before resubmitting rather than simply trying again.

Do affiliate sites need gambling certification?

Generally yes, though the requirements vary. Google and Meta both require affiliate gambling sites to go through the certification process. The key is demonstrating genuine editorial value and original content rather than operating as a thin redirect to gambling operators.

Are the rules different for lotteries compared to online casinos?

Yes, significantly. State-run lotteries face simpler approval processes across all three platforms. Private lotteries need standard gambling certification. The biggest differences appear with prize draws, raffles, and competitions, where Meta and Bing are more flexible than Google, especially for free-entry formats.