Crypto Casino
Torrent Gear
Why Google and Meta require a license for advertising
Why platforms need an advertiser license
1. Legal risk. According to the laws of most countries, gambling can only be advertised to licensed operators - the site carries joint risks for "illegal immigrants."
2. User protection. License means basic guarantees: integrity of games (RNG/RTP), rules of payments, KYC/AML, ombudsman/ADR.
3. Uniform standards. Google and Meta work globally: it is easier to admit only those who have already passed the state selection to advertising.
4. Reputation and monetization. Illegal offers lead to complaints, chargeback and blocking of payment channels - this is a blow to the ecosystem.
What this means in practice
No license - no launch. Most Casino/Betting/Lottery formats require a valid gaming license in the target country (or a state/province specific permit).
Sometimes - only informing. In some jurisdictions, a limited format of "informational materials" is possible (without calls to play and without references to deposits), but it often requires preliminary verification.
Affiliates ≠ an exception. Even if you "just compare brands," the platform will check that you:- lead to licensed operators;
- do not use "aggressive" inductors (risk-free, "easy money");
- configured age/geo filters.
Basic Google and Meta requirements (summary logic)
License/permission specifically for the target geography. The launch of the "UK license" for the audience in Germany/Spain/USA is a reason for rejection.
Advertiser verification. Confirmation of company, domain, legal entities, payment profile, beneficiaries.
Age and geo-restrictions. Hard targeting 18 +/21 +, exclusion of schools/campuses and "children's" audiences.
Content and landing: without promises "without risk," disclosure of bonus conditions (vager, terms, max win), links to "responsible play," license/regulator number (if required locally).
Bypass ban. No "mirrors," cloaking, redirects to forbidden geo, hidden payments or implicit crypto-custom.
Why even licensed brands reject campaigns
Jurisdiction mismatch. There is a license, but not for the country/state of the show.
Invalid category. "Entertainment/games" is chosen instead of "gambling" → moderation considers this a bypass.
Creatives with inductees. "Risk-free," "guaranteed win," "everyone wins" - instant refusal.
Bonus under-disclosure. There is no explicit "from/to" deposit, vager and deadline.
Problematic landing. No 18 +/responsible play, license, ADR/complaints, weak withdrawal rules.
Affiliate Bridge. Advertising "review" leads to a page with "gray" traffic, ref redirects mask the final domain.
Crypto nuances. Promises "without KYC," payments in tokens without volatility disclaimers/network commissions - refusal and risk of account disconnection.
What counts as a "right-to-advert document"
Gaming license or local permission for advertising activities (sometimes a separate "ad-permit" in addition to the license for the game).
Regulator letter/listing where your brand/domain is listed as eligible for advertising in a specific country/state.
Contract with a licensed operator (for affiliates) + confirmation that the operator has the right to accept players in the target geo.
Matching domains. The domain on the creative, in the account and on the landing must correspond to the verified entity.
How to go through moderation: in steps
1. Define a target geo-map. Where does the operator have the right to work? For each - separate accounts/pixels/documents.
2. Verify your advertiser. Legal entity, beneficiaries, domains, payment profile.
3. Download the license confirmations. Number, screenshots/letters of the regulator, effective dates.
4. Bring landing to the standard. 18 +/Responsible Play/Full Bonus Terms/License Number/ADR/KYC Payout Policy.
5. Set up targeting. Age, geo, exclusions (schools/campuses), frequencies, audiences without minors.
6. Check out the creatives. There is no "risk-free" and "easy money," the bonus is revealed on the first screen/in one click.
7. Start from the white zones. First - branding and "responsible play," then - performance with promo within the rules.
8. Log in. Store creative versions, screenshots of settings and moderation responses.
Affiliates: individual rules
Advertising/partnership label. Hidden advertising - ban and loss of limits.
White list of operators. Links only to domains with a valid license for the target geo.
Control of creative partners. Pre-approval, UTM/ref tags, ban on "demo balances" and staging winnings.
Remarketing limits. Do not catch up with users aggressively, respect self-exclusion lists.
Crypto and Web3: what is important to consider
No promises of anonymity. "Without KYC," "without verification of documents" - violation.
Disclaimers. Specify the volatility of tokens, network commissions, possible delays due to online checks.
Travel Rule/AML. Do not advertise reception from mixers/sanctioned addresses; don't use creatives that encourage compliance circumvention.
Non-custodial ≠ "out of rules." If there is a bet/prize, it is a gambling product with the same advertising requirements.
What will happen for violations
Reject ads and limit impressions.
Account strikes, loss of advertising rights for gaming/gambling categories, reduced quality and CPM.
Deactivation of billing/account, ban of domains/pages, inclusion in platform "black lists."
Escalation to the regulator (in severe cases): user complaints, suspicions of an illegal offer, violation of advertising laws.
Pre-launch checklist
- The license/permit for the target country/state is valid, documents are uploaded.
- Domain and legal entity verified in account.
- Landing: 18 +/responsible game/bonus terms/license/ADR/KYC payments - in plain sight.
- Creatives without "risk-free" and promises of "easy money"; bonuses disclosed.
- Targeting: age/geo/exclusion, no "playgrounds."
- For affiliates: references to licensed operators only; marks "advertising."
- For crypto: volatility/fee disclaimers; no "without KYC."
Frequently Asked Questions (FAQ)
Can I advertise "casino reviews" without an operator's license?
It is possible only in content format without calls to play and without direct conversions - and then with strict age/geo filters. Any "deposit" funnel will require confirmations of the end brand license.
Is a license "from any country" enough?
No, it isn't. We need a license that gives the right to accept players in exactly the geography where the show is taking place.
Do I need to include my license number in my banner?
Depends on the country. Minimum - at the landing. In a number of jurisdictions - and in creativity.
If the operator is legal, why is creative rejected?
Most often - due to the wording (risk-free/warranty) or incomplete disclosure of the bonus and responsible play.
Google and Meta require a license not "out of harm," but to comply with the law, protect the audience and ecosystem. A successful strategy is simple: the right license for the target geo → verification of the advertiser → transparent landing and creatives → strict age/geo-targeting. Make compliance part of the media process - and moderation will cease to be a lottery.