Gambling advertising rules

1) Goals and principles

• protect vulnerable groups (minors, ludomans, self-excluded persons);
• be accurate and verifiable (no hidden conditions and "small print");
• ensure transparency of bonuses and win probabilities;
• comply with local laws and codes (advertising, RG, privacy, e-commerce);
• avoid socially harmful messages (easy money, "win guaranteed").

2) Mandatory requirements for creatives

2. 1 Age and availability

Age marking 18 + (or local threshold).
Age-gating: targeting only 18 +/21 + audiences; exclusion of minor interests.
Prohibition of heroes/images attractive to children/adolescents.

2. 2 Responsible Play (RG)

"Play responsibly" visual marker and/or RG section link.
Mention of instruments: deposit/time limits, self-exclusion.

2. 3 Transparency of bonuses

Variations are allowed, but always: WR, Max Bet, term, contribution/exclusions (if applicable), geo-constraints.

2. 4 Impermissible Promises

"Guaranteed income," "no loss," "earnings."

Social proof aimed at FOMO: "everyone has already won - you are next."

Exploitation of financial difficulties ("close loans with rates").

3) Channels and features

3. 1 Search advertising

Minus words for juvenile requests.
Landing pages - with age-gating, short conditions and a link to Terms/Bonus/RG.

3. 2 Social networks and UGC platforms

Use age-restricted placements.
Banning "trigger" content: demonstrating exorbitant winnings without probabilities/risks.
Mandatory disclaimer and link to the rules on each post/story/video description.

3. 3 Streams/influencers

Contract with an influencer: age 21 +/18 +, audience 75-90% 18 +, without alcohol/drug collabs.
Banning "earnings tips"; only a gameplay demo with RG commentary.
Plate 18 + and RG on the screen; mention of risks every N minutes/in the description.

3. 4 OOH/TV/Radio

Observe "watershed" (time windows) and exclusion zones (schools, sports facilities).
Layout with readable font size of short conditions.

3. 5 E-mail/SMS/Push

Opt-in, light opt-out; segmentation by age/jurisdiction.
Topic/pre-header without manipulation ("without loss," "urgently, otherwise you will lose your chance" - prohibited).

4) Affiliates and Partners

4. 1 Affiliate control

Mandatory registration and pre-moderation of creatives/landings.
Prohibit "bait & switch" (one on the banner - the other on the landing).
Regular crawl checks: geo, age markers, short terms, no forbidden phrases.

4. 2 Contractual obligations (key points)

Compliance with the operator's advertising rules and local legislation.
Mandatory display of short terms/18 +/RG.

Banning "financial promises."

The operator's right to immediately withdraw creatives and withhold payments in case of violations.
Logs/screenshots of placements on the first request.

5) Table of Contents: Dos and Don'ts

5. 1 Allowed (under conditions)

Informing about the product, promotion/promotion course, tournament mechanics.
Comparison of proposals - correct, with sources/dates.
Demonstration of winnings - if indicated probability/nature is illustrative, without promises of repeatability.

5. 2 Prohibited

Direct or indirect statements about the guarantee of winning.

Calls for gaming as a way to "solve financial difficulties."

Images of minors, students in an academic context, "family well-being thanks to rates."

Hiding bonus conditions; "small print" with critical restrictions.

6) Example of short terms

Bottom: "Full conditions - on the site." Click leads to the stock page anchored to WR/contribution/term/exclusions.

7) Verifiability and evidence

Register of creatives: layouts, texts, versions, posting dates, channels, target.
Logs of deviations: who and why removed the creative, edits, re-verification.
Screenshots and archives of affiliate pages.
UTM tags and traffic parameters (campaign/source/geo/age-gate).

8) Pre-Clearance Process

1. Brief → 2) Creative draft + short terms → 3) Legal/RG-check → 4) Privacy/CMP-check (cookie/consent) → 5) Final approval → 6) Release → 7) Post-monitoring (crawl/brand-safety).

SLA: up to 2 working days for typical, up to 5 for campaigns with influencers/UN.

9) Brand security and targeting

Exclude sensitive categories (children/adolescents/education/social assistance).
Geo-filters: showing only in allowed countries/states.
Negative keywords, stop lists of sites.
Exclusion of audiences in self-exclusion/under RG restrictions (where available legally).

10) Privacy and data

Only legitimate data sources; explicit consent for personalized offers.
CMP and consent log for cookies/pixels.
Minimization of profiling parameters, DPIA for high-risk scenarios (behavioral targeting in vulnerable groups).

11) Sponsorship and events

Dies 18 + and RG on the form, banners, merch.
Visibility restrictions for family/children's areas.
Tickets/participation: age verification, no active involving mechanics for minors.

12) Advertising Risk Matrix (RAG)

13) Pre-launch compliance checklist

• Age marking, RG plate, short terms on all creatives.
• Geo-age target is set, stop audiences are excluded.
• Contracts with influencers/affiliates signed, layouts approved.
• Landing pages correspond to banners; there are anchors to the full text of the conditions.
• CMP is active, UTM markup is configured, a register of creatives is maintained.
• The procedure for quickly removing creatives and notifying partners has been worked out.

14) KPI and monitoring

Share of compliant creatives (%) by audit.
Ad complaints/ADRs (absolute and 1k conversions).
Removing creatives for reasons (short terms, misleading age).
The share of traffic 18 + confirmed (where legally measurable).
Reaction time to violations (before removal/correction).

15) "Short Terms" template for banner/post

18+     WR: [X × base]    Max Bet: [amount]    Deadline: [days]    Contribution: [slots%, desktop%, jackpots 0%]    Geo: [countries]    Full conditions - [reference/anchor]

16) Template of the contract with the influencer (fragments)

Age and audience: influencer confirms 21 +/18 +, ≥[80%] audience 18 +.
Disclaimers: mandatory 18 +, RG, short terms in the description/frame.
Content restrictions: no promises of income, no toxic "high roll" narratives, no promotion of "dream life" from winnings.
Pre-Moderation - Materials are provided [X] days in advance for approval.
Reporting: screenshots/links/coverage statistics; right to request removal.
Liability: fine/penalty for violations, right of termination.

17) Creative Registry (recommended by YAML)

yaml creative_id: "ADV-2025-0115"
channel: "social    search    display    influencer    OOH    email"
geo: ["UA","CA-ON","BR"]
age_gate: "enabled    disabled"
short_terms: "WR30x bonus      MaxBet 5      7d      slots 100%..."
rg_badge: true lp_url: "https://example. com/promo123"
affiliate_id: "AFF-778"
versions:
- v: "1. 0"
date: "2025-11-05"
status: "approved"
notes: "Legal/RG ok"
- v: "1. 1"
date: "2025-11-12"
status: "paused"
notes: "Small font on OOH"
owner: "Marketing Compliance"

18) Block for inclusion in User Agreement (compressed)

19) Frequent mistakes and how to avoid them

CTA does not have short terms → add a condition line; enlarge the font.
Mismatch between banner and landing page → synchronize offer and texts, specify date/version.
The affiliate changes creative without approval → turn on the contractual ban and auto-scanning.

Abuse "free" → use "freespins with a face value of X, WR to win Y ×."

There is no age-gating in social networks → include platform settings and a list of excluded interests.

20) Conclusion

iGaming ads are only effective when they are honest, verifiable and targeted. Strict short terms, responsible targeting, affiliate management and a single pre-clearance process protect players and the brand. Implement checklists, a risk matrix and a creative register - and your advertising ecosystem will remain within the law and user trust.