Meta has been repeatedly accused of adopting a permissive stance toward unregulated online gaming ads, allowing them to circulate freely on its platforms.
However, Meta is tightening its grip with a new set of rules that effectively promise to tighten the grip on game advertising that attempts to persuade players.
While concerns remain about freely shared videos that aren’t actually ads, they serve promotional purposes. These videos are promoted by digital influencers, and the current changes represent a significant step forward in the company’s policies.
Meta strengthens rules to allow online gaming ads on Instagram and Facebook
De agEffective immediately, the technology company will require any online gaming promotions posted on Facebook or Instagram to go through the Permissions and Verifications area in the account holder’s Business Suite.
Without formal authorization from the company, account holders cannot promote online gaming content. This is intended to help limit the number of illegal gambling ads seen by online customers. Additionally, the group seeks to act preemptively against challenges from national governments.
All gaming categories are covered by this new ruling, including sports betting, online casinos, and lotteries. Prize-based games and activities, poker, and operators are also included in the new rules.
Meta will also not allow operators to obtain a kind of automatic approval. Instead, they will have to meet a series of prerequisites aimed at effectively protecting consumers.
Influencers highlighted by the new rules
While the process is simplified, Meta stated that it may require more information from certain profiles and more evidence in certain cases. However, the company is also reviewing digital influencers.
While most people tend to spread gaming content through “random” videos that showcase big wins and don’t necessarily endorse a company, Meta is aware that influencers are trying to help operators reach more people.
Therefore, if an influencer is sharing an ad with an online gaming entity, the influencer will have to register as an affiliate and get approval from the platform as well.
