The requirements surrounding gambling promotion are becoming increasingly detailed in countries such as Brazil, across Latin America, and throughout the United States. With new expectations and stricter checks in place, businesses now need to adhere to country-specific rules regarding message tone, audience targeting, and promotional methods.
Casino Market's experts have created a comprehensive report outlining the advertising requirements in key regions to help operators both attract new audiences and comply with regulations.
Importance of Legal Rules
The iGaming field is expanding quickly. More providers and technology firms are entering the scene, and interest is growing. Still, with this fast rise, adhering to local and international laws is more important than ever.
It is essential to note that global advertising rules are tightening. For example, the Netherlands and Bulgaria are calling for near-total bans on certain types of promotions. Big ad networks like Google and Meta also now require campaigns to be pre-approved.
Moreover, official documentation and identity verification are now standard practices. Operators are obliged to comply with a Know Your Customer (KYC) policy, which involves confirming the user's identity, age, and assessing their risk level. These checks help avoid financial harm and protect vulnerable people.
Latin America: Current Standards
In December 2023, several Latin American countries implemented advertising rules that had already been adopted across Europe. These changes aim to improve clarity and control, while still leaving room for brand creativity. However, each country has its own direction.
Brazil has introduced a framework with clear demands:
- promotions must target only those aged 18 and over;
- misleading messages about outcomes or results are prohibited;
- all creatives and landing pages must be approved before going public;
- campaigns require confirmation from Google and Meta before launch.
Argentina, Chile, Colombia, and Panama follow a similar approach.
Mexico sets its own rules:
- operators must prove they are authorised by government institutions;
- adverts must include notices such as “for adults only” or “use responsibly”;
- Google demands official confirmation before accepting any campaign.
Peru has adopted a different strategy, as iGaming ads are currently prohibited altogether, and no permissions or exceptions are available.
All these countries share common goals:
- protect people from false or aggressive promotion;
- limit access for minors.
The United States: No National Rulebook
There is no single federal framework in the US. This means that laws can vary significantly between states, and entrepreneurs must take this into consideration.
Destinations that allow iGaming promotions in full include:
- Connecticut;
- Delaware;
- Michigan;
- New Jersey;
- Pennsylvania;
- Rhode Island.
Some states, such as Florida and California, have partial restrictions, where operators working with games of chance face specific legal limitations. In West Virginia, dice and roulette formats are prohibited.
Even in jurisdictions where advertising is legal, certain standards must be followed:
- promotions must only target users aged 21 and above;
- materials cannot include active athletes, sports managers, or coaches;
- marketing messaging must stay accurate, as exaggeration and fake odds are banned;
- every campaign must include a help or support line for responsible use;
- the ad tone must be balanced, even in approved states, while aggressive messages are discouraged.
For example, New York has passed legislation requiring clear warnings about risks, such as addiction, which must appear on all related promotions.
There are also special gaming control boards and departments located in:
- Arizona;
- California;
- Michigan;
- Nevada.
Tips to Stay Legally Compliant in Any Region
Whether in Latin America or the United States, advertising within the rules means meeting platform and regional expectations.
The following steps are key to safe and legal campaigns:
- complete the required verification processes with resources such as Google and Meta before starting any promotions;
- prove that the service is legally registered or officially recognised within the country or state being targeted;
- avoid promises of outcomes, especially phrases like “Start now” or “Guaranteed win”;
- do not use famous faces unless a legal agreement is in place.
Google, in particular, blocks some promotional formats altogether.
These bans encompass:
- Gmail-based advertising;
- shopping or product listings;
- reserved media placements;
- user-generated ratings.
New Alternatives: Non-Mainstream Ad Networks
Not all promotions have to go through the top platforms. Smaller marketing companies are also an option, as they deal directly with thousands of independent websites and are especially helpful in regions with mixed legal rules.
Reasons to consider non-mainstream networks include:
- campaigns are usually approved within 1–2 hours;
- ad layouts and creative messages can be customised more freely;
- real-time reports and in-house tools help track success and spending;
- special licensing from major platforms to get started is not required;
- networks often offer expert advice on how to improve delivery or boost traffic.
Possible drawbacks to consider:
- limited targeting options, as audience filters or related tools may be absent;
- campaign tracking often needs custom setups, and instruments like Google Analytics may not work;
- fewer payment choices, bank transfer, or card transactions might be the only options;
- some networks may suggest CPM pricing even when CPA would be more suitable.
When choosing an alternative marketing agency, it is wise to check:
- refund terms;
- ad formats offered;
- payment methods;
- policies’ transparency;
- related educational content;
- help centre and response time;
- user reviews on credible forums;
- media coverage or expert mentions;
- account manager access and creative support.
Trends That Shape the Future
The next few years are likely to bring even more changes to this field.
Key developments to expect include:
- a rise in iGaming formats tied to competitive events, especially across the US, Latin America, and Asia;
- tougher rules in emerging regions where cultural or religious concerns shape policy decisions;
- new tools to reduce fraud and poor traffic quality, helping to ensure money spent is not wasted;
- stricter oversight on the use of artificial intelligence, especially content that mimics real people or famous faces;
- closer inspection of social media and influencer promotions, with more rules on what and how sponsored materials can be published.
The Main Things About iGaming Advertising
Digital promotion in the gambling field now comes with a wide set of obligations. Whether working in the United States, Latin America, or elsewhere, marketing now requires careful planning, responsible messaging, and full awareness of local laws.
The days of relaxed promotions are over. Instead, operators must be prepared to adhere to the strict regulations of each country and meet the requirements of global platforms, such as Google and Meta. Each region has its own set of expectations, and these differences affect everything from age targeting to design choices.
Key reminders for safe and legal promotions:
- choose reliable traffic sources that comply with local policies;
- use truthful and responsible messaging in every region;
- keep creative materials simple, clear, and suitable for review;
- invest in real-time monitoring tools to avoid any legal missteps;
- work with experts who are familiar with the advertising rules in each country.
Success now depends not just on reaching a wide audience but on doing so the right way. The smartest approach combines fair tactics, legal awareness, and a long-term focus on building trust.
The Casino Market studio professionally assists with the opening and popularisation of iGaming projects. Contact us to order a turnkey gambling platform, and our experts will gladly help you with all aspects of business launch and management.
Have questions or want to order services?
Contact our consultants:
- e-mail: manager@casino-market.com
- feedback form.
Check the information used to contact us carefully. It is necessary for your safety.
Fraudsters can use contacts that look like ours to scam customers. Therefore, we ask you to enter only the addresses that are indicated on our official website.
Be careful! Our team is not responsible for the activities of persons using similar contact details.
