This guide combines the current betting ad policies published directly by Meta, TikTok, and Google with Evido by Aitarget's multi-year, hands-on experience running licensed betting campaigns across CIS, LatAm, and EMEA markets — every rule below is either a platform's own disclosed policy or something we've verified running live accounts, not a guess or a workaround.
💡 The core message: betting is an advertisable vertical when the license, platform authorization, and creative line up — no much different from advertising any other regulated product. Operators burn accounts and end up with grey-market providers because they don't know the actual rules, not because the rules make legal advertising impossible. This guide exists so your team stops guessing.
What counts as "betting"
All three platforms fold betting into a broader "online gambling and games" policy — they don't treat sports betting as its own category with separate rules. Practically:
- Meta defines gambling as any product where something of monetary value is both the entry method and the prize — this catches online casino, sports betting, poker, bingo, lottery, and fantasy sports under one single authorization. Meta doesn't split its verification by sub-vertical, so a license that clears verification covers betting, casino, and lottery together — there's no Meta equivalent to "licensed for casino but not for sports betting."
- Google does split by sub-vertical, but at the country level rather than the platform level: a given country's certification may permit lottery but not sports betting — so a green light on "gambling" in a country never guarantees betting specifically is open there.
- TikTok splits gambling into sub-verticals with different approval paths per sub-vertical (online casino, non-casino games, sports betting, social casino), and sports betting is the one with the widest path to approval — but TikTok's own Audience Insights reporting tool doesn't have a distinct "Sports Betting" category, so benchmarks later in this doc use Games → Casino.
Jurisdictions & licenses
Two realities exist per market, no in-between:
- Licensed markets — advertising is allowed only for operators holding that specific market's gambling/betting license (e.g., most of the EU, Brazil, Colombia, UK).
- Restricted/banned markets — platforms hard-exclude these regardless of any license the operator holds elsewhere (large parts of MENA and Asia).
Evido's standing rule: we only enable a market where the operator holds the license that specific market requires. We don't chain unrelated licenses to open geos they don't legally cover — that's the difference between allowlisting and a grey-market scheme.
Platform policies
Meta
Geo matrix — One-Time Verification Rule
A license from any one of a defined list of accepted countries clears gambling verification. Per Meta's own past guidance, once cleared, the advertiser can target globally with that same authorization — except a fixed list of markets Meta excludes outright regardless of verification status.
✅ Accepted for verification (47): Argentina, Australia, Austria, Brazil, Bulgaria, Canada, Colombia, Croatia, Czech Republic, Denmark, Ecuador, Estonia, Finland, France, Germany, Ghana, Greece, Hungary, Ireland, Japan, Kenya, Mexico, Mozambique, Netherlands, New Zealand, Nigeria, Norway, Panama, Peru, Philippines, Poland, Portugal, Puerto Rico, Romania, Serbia, Slovakia, South Africa, Spain, Sweden, Switzerland, Tanzania, Turkey, Uganda, Ukraine, United Kingdom, United States, Zambia.
⚠️ Excluded from targeting regardless of verification (19): Azerbaijan, Bangladesh, Cambodia, Egypt, Hong Kong, India, Indonesia, Korea, Kyrgyzstan, Malaysia, Mongolia, Myanmar, Pakistan, Philippines, Saudi Arabia, Singapore, Taiwan, Thailand, Vietnam. (Philippines is on both lists — its license clears verification, but Meta won't let you target ads at the Philippines itself.)
TikTok
Geo matrix — Sports Betting
Landing requirement across every market below: SportBook landing only — including App Store / Google Play listings and creatives. No generic hub or casino landing pages. Every market requires the operator's own local license for that country — no market here is opened via a shared or unrelated license.
Geo matrix — Betting
Google certifies per website and per country. The list of certifiable countries is finite: 60. A country outside it can't be certified at all, whatever license the operator holds.
Closed (8): Italy, Latvia, Lithuania, Northern Ireland, Slovakia, Slovenia, Taiwan, Vietnam.
Open (46), among them: UK, Spain, Germany, Portugal, Poland, Denmark, Netherlands, Sweden, Ireland, Ukraine, Colombia, Peru, Mexico, Kenya, South Africa, Australia.
A green light rarely means "get a license and launch." Norway, Japan and the Philippines are open only to a state or state-licensed entity, so a commercial license buys nothing there. Kenya, Ghana and Tanzania require a second document: a separate advertising authorization on top of the gambling license. France requires a .fr domain. Nigeria accepts four state licenses out of the entire country, and a license from any other state doesn't qualify.
Other platforms (brief)
One license, six different answers
The same license reads differently on every platform. Lithuania, Slovakia and Slovenia are open on TikTok and closed on Google. The Philippines clears Meta's verification but can't be targeted on Meta.
Since no platform documents anyone's rules but its own, we built the matrix ourselves. Every market against every platform: certification status, the license that market requires, the second authorization where a regulator demands one, and the landing and creative conditions attached to it. Google, Meta, TikTok, Snapchat, X and Telegram Ads in one place. It's a living document, updated as platform policies and local licensing rules change.
💡 Fill in the form below and we'll send you the current version.
Benchmarks
TikTok benchmarks: Games / Casino vertical
We'll break down the numbers using TikTok as the working example — its Audience Insights tool gives the most granular, auction-based percentile data to build a planning reference from. TikTok doesn't report a distinct "Sports Betting" category, so Games → Casino is used as the closest available proxy — the standard benchmark category industry-wide for TikTok real-money gaming performance.
Figures below are website-conversion objective, all-device, ages 25+, auction-based 40th/60th percentile ranges from real campaign reporting.
Bottom line
Too many betting advertisers still believe that account bans, cloaking, and grey-market providers are simply part of the business. They aren’t.
With the right licensing, platform approvals, and compliant campaign setup, betting can be advertised safely across Meta, TikTok, and Google without sacrificing scalability or constantly losing accounts.
Want to see how compliant betting advertising can work for your business? Fill in the form below. We'll send you the full geo matrix by platform and country, and a specialist will contact you to map the right setup for your licenses and markets.
TALK TO US
You’ll get a clear answer on what can be approved now, and if something can’t, we’ll explain what needs to change.
.jpg)
.jpg)
