Facebook has revised its advertising rules which will now allow gambling operators to advertise on the social network.
The move will allow offline gambling establishments to advertise “provided the ads are appropriately targeted”.
While the promotion of gambling in the US will still be excluded, advertising by online gambling operators aimed at residents in other countries will be allowed.
Ads that promote or facilitate online gambling, games of skill or lotteries, including online casino, sports books, bingo, or poker, are only allowed in specific countries, and only with the specific prior authorisation of Facebook.
State and national lottery commissions will also be able to advertise to users of the appropriate age within the lottery’s jurisdiction, on the basis that the adverts comply with all applicable laws.
Ads that promote land gambling establishments, such as casinos, in accordance with applicable laws and regulations, are generally permitted without prior Facebook approval, provided that the material is appropriately targeted.
It appears the social media network is looking to relax its previously strict policies in order to gain a larger share of the advertising revenues.
In order to advertising on Facebook, gambling operators will have to purchase the adverts through a direct sales partnership with Facebook, which requires a monthly minimum spend of $30,000, and may not be purchased through the self-serve ads tool or the Facebook Ads API.
