Over the past few decades, social media has become one of the most efficient marketing strategies. Platforms like Facebook, Instagram, TikTok, and YouTube offer an easy way to gain better reach, precise targeting, and creative ways to attract new customers. This is true for almost every business, including the gambling industry. However, gambling operators are bound to specific regulations and those who don't comply risk fines and bans from their accounts.
Worst case, they even lose their promotion permit or even worse, their license.
Ensuring users can enjoy gambling without security concerns means better reputation, more potential customers, and therefore a more promising revenue. To tick all these boxes, here are the social-media-marketing regulations that gambling providers need to be aware of, without overstepping legal boundaries while still using effective marketing techniques.
What makes a Reputable Provider?
Many reputable online casinos rely on regulations and third-party licensing to build consumer trust and be able to operate long-term. This includes displaying the license details, transparent terms and conditions, and user-friendly interfaces that make navigation easy.
However, game variety, huge bonuses and prize redemption are not to be underestimated since this is the primary reason why a customer is visiting the platform. Industry expert Andjelija Blagojevic has reviewed social casino alternatives to sites like WOW Vegas, which offer all the mentioned benefits.
User interest in such websites is growing, and operators who want to stay ahead in a competitive industry would do well to pay attention to what makes these websites so attractive and what marketing strategies they use.
What is allowed and what is not?
The respective lawmaker is in charge of regulating marketing laws for the gambling industry. These include both content and how ads and campaigns are being distributed. In general, social media advertisement complies with the same marketing regulations as other marketing channels. The main difference, however, is that everything happens quickly on social media, and revising marketing strategies can therefore take a back seat.
If an ad violates any regulation, an operator is quickly banned from social media. To gain back access to their accounts, it requires a lengthy and bureaucratic process. All the more important to be aware of and stick to the regulation requirements:
1 – Only Direct Ads to Adults
First of all, ads can only be directed to adults. This includes both organic content and paid ads. There, gambling operators are expected to point out the risks that are associated with gambling.
In order to post ads on Facebook or Instagram, Meta offers precise targeting options for the target audience, like age, location, and interest. Meta knows the regulations and therefore only allows the permissible use of the targeting options. For operators, this is a useful tool to ensure they are placing their ads legally.
2 – Transparency instead of Illusion
Marketing is a tool to attract users. It uses communication strategies, colors, and images to convince a potential customer to buy a product or use a service. Especially for gambling activities, content is heavily regulated to not mislead people in gambling ads and downplay potential risks.
Operators are not allowed to use misleading language like “guaranteed win” or “get 100$ free now.” Instead, ads must be objective and clear and must not deceive users into thinking that gambling is a way to make money easily. Many countries prohibit this kind of advertisement jargon; however, the regulations might differ, and it’s the operator's responsibility to comply with the law.
Today, influencer marketing is one of the most efficient marketing tools for the gambling industry, as it helps iGaming operators access niche communities that are highly engaged. However, this marketing method is particularly relies on building trust. It uses a face and voice that are familiar to the community, whose opinion is valued, and who can easily persuade them. Therefore, misleading communication methods are strictly prohibited here as well. As soon as money or gambling is being promoted, the influencer has to mark their content as a “paid ad.”
3 – Take Platform Guidelines Seriously
Every social media platform uses its own guidelines in addition to legal requirements. TikTok, for example, does not allow any advertising for online gambling. Exceptions are occasionally made upon request, with consultation and review by TikTok.
Instagram and Facebook also allow advertising from gambling providers under certain conditions. However, like TikTok, these ads must be approved by Meta before uploading. Furthermore, the ads must adhere to the targeting options provided by Meta.
Social media is constantly evolving, and marketing guidelines change often. To advertise legally, it's important to stay informed about guidelines and any changes before creating or uploading content or campaigns. Publishing gambling ads illegally can lead to bans and high fines.
4 – Responsible Communication with Real Value
Although marketing is heavily regulated for gambling purposes, there are many ways operators can draw attention and gain new customers. Instead of highlighting the “best wins” and “highest stakes,” operators can offer their users real value.
For example, they can explain how their platform works, present a diverse game selection, and build trust by highlighting a recently renewed license or excellent customer service. There are many strategies and content ideas that operators can draw inspiration from. Great Content, for example, has published 71 content ideas and best practices examples for success. Short videos or infographics on gaming strategies, as well as industry news and trends, are also completely harmless and instead offer great added value for the user.
Conclusion
To be successful and stay competitive, operators must employ marketing strategies. However, rather than misleading users, it makes more sense in the long run to comply with regulations and provide valuable content than to deceive users with high bonuses.
