Gambling Ads in the UK, US, Canada and Brazil: 9 Platforms

Google, TikTok, Snapchat, X, Microsoft and Taboola each list the countries they accept, and a country missing from the list means no. Meta works the other way round and lists the markets it won't run in. Microsoft puts it plainly: "If a country is not listed, gambling ads are prohibited." The four markets buyers ask about most show how far apart the lists are.

Meta keeps its list of unsupported markets on its Transparency Center page, and our Google and Meta guide lists them. Outside that list, every market still needs licence evidence.

Brazil splits the platforms more than any other market. Among the pages we could read, Snap and X are the two that list online gambling there, and both want the local licence. Meta's help page names Brazil only as an exception to the instant approval it gives when an authorized advertiser adds a market. Brazil's law has since moved past the platform lists: Medida Provisória 1.394, of 25 September 2026, bans fixed-odds betting in Brazil and all its advertising, whatever a platform's page still lists.

For the detail behind single rows, we have pages on X country by country, TikTok, Snapchat, the UK and Ontario.

Google, Meta, TikTok, Snapchat, Microsoft and Taboola all bar gambling ads aimed at minors. Microsoft and Taboola add their own lists of claims they reject, such as "risk-free" language on Taboola or presenting gambling as an alternative to employment on Microsoft.

Outbrain lists three gambling-adjacent ads it accepts, with no country limit stated. Apps promoting free games such as social casinos, physical casinos as destinations, and state-run lotteries.

Bigo's review rules don't say where gambling ads may run, and its Terms of Use for Business, updated July 2025, list material "relating or encouraging money laundering or gambling" among what you may not upload. We found no Bigo approval process for gambling in any country.

Every platform wants a licence that covers the country and the product. Meta also wants the business name to match it, Google wants the licence shown on the site, and Microsoft wants it shown for the UK. Who may file, and what the approval attaches to, differ more.

Three details change how you plan. Google is moving the process: its page says online gambling applications must be submitted through your Google Ads account starting on 19 November 2026. Microsoft won't accept an application from an account without a payment method or active ads. And Meta lets an already authorized advertiser add new jurisdictions or gaming types with, in most cases, instant approval and no extra documents, except in exempt jurisdictions such as Brazil.

On X the process has its own guide: X ads pre-authorization.

• Google allows "aggregator or affiliate sites that provide information about, or a comparison of, other gambling services". The destination can't offer gambling itself or link to gambling services it owns, and everything it promotes must hold the licence that country requires.
• Meta has an Affiliate business type. A partner who publishes gambling ads applies as Affiliate and uploads the operator's licence. A partner who's only tagged in the operator's partnership ad doesn't need to apply.
• Snapchat lists affiliates in four countries: Australia, Canada, the United Kingdom and the United States.
• X names affiliates country by country. In the US they can't link directly to an operator's site, and nobody can place a bet in the ad or on the landing page.
• TikTok lists "aggregate or affiliate sites that promote gambling-related content" among what's not allowed in its Canada and US entries.
• Microsoft writes "Affiliates are not permitted to advertise" in some market entries and requires a licence for them in others, such as Bulgaria.
• Taboola has a branding rule for them: "Casino referrals" sites must use the style "Website + Casino Referrals".

We collect the affiliate rules across platforms on our affiliates page.

Social casino means games that simulate gambling with nothing of value to win.

Google treats social casino violations as egregious and says it will suspend accounts "upon detection and without prior warning". For sweepstakes casinos on Google, see what changed in Google's policy.

The platforms ask for overlapping things.

1. An age warning and responsible gambling information. Google wants "an age warning, addiction resources, terms and conditions" displayed prominently. TikTok asks for legally mandated disclaimers and, where possible, links to addiction resources or hotlines. Taboola requires responsible gaming messages.
2. Your licence, visible. Google wants a footer with "the licensee name, license number and a privacy policy". Microsoft wants UK operators' proof of licence on the site, preferably on the landing page.
3. Who you are. Taboola requires the advertiser and the product to be clearly identified, and an advertorial to be labeled as one.
4. Honest odds. Microsoft's example allows "Enter for a chance to win $10,000" and rejects "Enter to win $10,000". Taboola allows winner stories only if they're true, on the casino's own site, with no dollar amounts in titles.
5. Country rules. X wants French landing pages on a .fr domain with a warning against excessive gambling. Microsoft says sites must not accept bets from residents of markets where online gambling is disallowed.

For affiliates on Google, the footer also needs a statement that all outbound links go only to gambling entities licensed in the region.

These are the cases we found, with the dates the pages show.

When two pages from the same platform disagree, plan around the stricter one and ask your contact at the platform which applies. On Microsoft, the newer policy page is the one to read first, since the form says to review the policy before applying.

No. Every approval above is about the operator's licence, the countries and the landing page, and an agency account doesn't carry one for you. Two rules make that concrete. Snap won't take the gambling form from an agency at all. And Google says that if a manager account has a significant volume of gambling certificates revoked, it loses the ability to apply for any gambling certificate for any account under it.

What we do is read your file before the platform does. Send us your licence and your markets and you'll know what can run before you pay anything. We check the regulator, the market, the gaming type and the expiry date, then the company name on the licence, the site and the application, then the landing. The platform decides, and all we can hand it is a clean file. On Snapchat you send the form yourself and we tell you what it needs.

Your rate depends on vertical and volume, and comes in chat before your first deposit. If one of our accounts is banned, you hear it from a person, with what the platform told us. We read why it happened, fix what can be fixed and resubmit with you. If the account can’t come back and the platform’s rules allow a new one, you get it at no charge.

Start with our iGaming page, which reads Google, Meta, TikTok, Snapchat and X market by market. When you know your geo and your platform, ask for an account.