Meta, the company behind social media platforms Facebook and Instagram, has updated its advertising policies related to gambling. While the platforms still welcome advertisements for gambling products, companies seeking to run such ads on Facebook and/or Instagram must now seek approval for their materials.
Amid that process, advertisers must certify that they comply with laws and regulations relevant to their target audiences. As those conditions have recently changed in some places in the United States, and more jurisdictions are considering restrictions for sweepstakes casinos, the experiences of Meta product users regarding ads for social casinos in those places could change.
Meta adds new layer of approval for gambling ads
Much of Meta’s July 9 “Online Gambling and Games” policy update is identical to the June 23 policy, but the few tweaks are substantial and are more in line with other online gambling ad standards like Google’s. The most important change is a new level of certification that potential advertisers must provide.
“To run ads that promote online gambling and gaming, advertisers will need to request authorization from Meta through the Authorizations and Verifications tab in Meta Business Suite and provide evidence that the gambling activities are appropriately licensed by a regulator or otherwise established as lawful in the territory they want to target….Advertisers are responsible for their compliance with local regulations and are expected to only run online gambling and gaming ads for which they are legally permitted. Meta is not responsible for how authorized ad accounts comply with local gambling laws and regulations.”
If the operators of sweepstakes casinos were under the impression that the Authorizations and Verifications process doesn’t apply to them, Meta makes clear that the policy applies to:
“All forms of online gambling. Some common types of gambling include betting, lotteries, raffles, casino games, fantasy sports, bingo, poker, skill game tournaments, and sweepstakes.”
Meta’s policies have different definitions and terms for social casinos.
Social casinos can skip verification process
Meta’s rules for social casinos are not as stringent. However, Meta’s definition of what qualifies as a social casino could be prohibitive for many operators.
“Ads for social casino games, which are online games that simulate casino gambling (e.g., poker, slots, roulette etc.) where there is no opportunity to win money or money’s worth this includes content that indicates the opportunity to win coins of no monetary value, are allowed only if they target people 18 years or older.”
Sweepstakes casino operators will likely not be able to use this provision as a loophole because of their use of a dual-currency system. In that system, one of the currencies usually has real-money value.
It’s that same element that has prompted states like Connecticut and Montana to enact new statutes banning such games. Other enforcement actions could also limit sweepstakes casino operators’ addressable audiences on Facebook and Instagram.
Map shrinking for Facebook, Instagram advertisers
Connecticut and Montana have enshrined bans on sweepstakes casinos in 2025. Similar bills are pending gubernatorial action in Nevada, New Jersey, and New York. California is currently considering legislation on the subject.
Gambling regulators and law enforcement officers in many other states, like Louisiana and Michigan, have taken action to enforce their interpretations of existing laws to prevent operators of sweepstakes casinos from making sales within their borders. To date, recipients of these cease-and-desist letters have mostly chosen to comply with the actions rather than dispute their legitimacy.
While none of these laws or regulations explicitly ban sweepstakes casinos’ advertising on Meta products, they could complicate the verification process for operators if a company wants to target audiences in these states. Additionally, Meta’s policies put the onus on the advertiser to ensure it complies with relevant regulations and statutes.
If more US jurisdictions take action to limit sweepstakes casinos, Meta’s latest advertising policy for those online games could lead to fewer advertising opportunities on Facebook and Instagram for operators.
