With sports betting gaining popularity, many businesses are looking to promote their services on major platforms like Instagram and Facebook, which are part of Meta’s vast ecosystem. However, advertising sports betting on Meta platforms comes with strict guidelines that must be followed to stay compliant.
If you’re wondering how to advertise sports betting on Instagram, how to advertise sports betting on Facebook, or even how to advertise sports betting on Meta as a whole, this guide will break down everything you need to know.
Meta’s Policies on Sports Betting Ads: What You Need to Know
Meta’s platforms (including Facebook and Instagram) have strict advertising policies when it comes to sports betting and gambling-related content. These policies are designed to protect users and comply with regional laws and regulations. Here’s a summary of what you can and can’t do:
1. Pre-Approval from Meta is Required
Before you can even begin advertising sports betting on Meta platforms like Facebook and Instagram, you must obtain pre-approval from Meta. This process ensures that your business is legally licensed to offer sports betting services in the regions you want to target.
To gain approval, you must:
- Submit your licenses for sports betting in the applicable regions.
- Specify target regions where sports betting is legal.
- Comply with age restrictions, ensuring ads are shown only to individuals who are of legal gambling age.
2. Regional Targeting and Age Restrictions
Meta restricts sports betting ads to certain regions where betting is legal. If your business offers betting services in the U.S., for example, your ads must be shown only to users in states where sports betting is allowed.
Additionally, your audience must be restricted to users 18 years or older (or older, depending on the region’s legal gambling age).
3. Types of Ads Allowed on Facebook and Instagram
Once you’ve received approval, you can advertise sports betting in several ways:
- Real-money sports betting: Ads that allow users to bet real money on sports events.
- Free betting games: Ads that promote free-to-play games that involve no real money.
- Sports betting analytics: If you offer a tool or app (like Juice Reel or Rithmm) that provides sports betting insights and data, you can run ads without needing full gambling pre-approval. However, these ads should focus on educational aspects and avoid encouraging direct betting.
4. Important Ad Content Guidelines
Your ads must follow specific content guidelines to avoid disapproval:
- No misleading claims: Ads cannot suggest that sports betting is a guaranteed way to make money.
- Clear disclaimers: All ads must include disclaimers that show the legal age for gambling and provide warnings about responsible gambling.
- No targeting vulnerable groups: Your ads cannot target individuals who may be vulnerable to gambling risks or underage users.
How to Advertise Sports Betting on Instagram
Instagram, with its highly visual format and broad reach, can be a powerful platform for sports betting ads, but the same strict guidelines apply. Here’s how to advertise sports betting on Instagram effectively:
- Use High-Quality Visuals: Instagram users engage more with high-quality, visually appealing content. Your sports betting ads should feature dynamic images, videos, or infographics that attract attention.
- Utilize Instagram Stories: Ads in Instagram Stories can be particularly effective for engaging users. Since sports betting promotions need to follow strict guidelines, use Stories to highlight tips, live odds, or game-day promotions in a quick, digestible format.
- Leverage Influencers: Influencers can play a big role in promoting sports betting. Work with influencers who have followers in regions where sports betting is legal and who can promote your service while staying compliant.
How to Advertise Sports Betting on Facebook
Facebook, with its large user base and detailed targeting options, offers a significant opportunity for sports betting advertising. Here’s how to advertise sports betting on Facebook while following Meta’s policies:
- Target Ads with Precision: Facebook’s ad targeting allows you to zero in on specific regions, age groups, and user interests. Make sure your targeting complies with legal requirements and hits the right audience—primarily sports fans in regions where betting is legal.
- Promote Free-to-Play Games or Betting Apps: If you have a free betting game or analytics app, emphasize that aspect in your ads. Facebook tends to be more lenient when it comes to promoting tools that don’t involve real-money gambling, which can expand your ad reach.
- Run Engagement Ads: Facebook’s engagement ads can be used to boost brand awareness. You can promote free sports insights, betting tips, or even run polls and quizzes related to upcoming games, without directly promoting betting. This builds engagement while staying compliant.
How to Advertise Sports Betting on Meta’s Platforms (Facebook & Instagram)
Meta’s platforms offer robust advertising tools that can be highly effective when used correctly. Here’s a step-by-step guide to advertising sports betting on Meta as a whole:
- Ensure Compliance with Regional Laws: Whether you’re advertising on Facebook, Instagram, or across both, it’s essential to target regions where sports betting is legal. Check local laws and use Meta’s targeting options to restrict your audience accordingly.
- Use Meta’s Advertising Tools: Leverage Meta’s advanced ad manager tools to run split tests, optimize your bids, and monitor performance. Make sure your ads comply with all of Meta’s gambling policies to avoid disapproval or account suspension.
- Promote Value-Added Services: Instead of focusing only on betting, use Meta ads to promote value-added services like analytics, tips, and insights. Ads that focus on betting education and analytics tools are more likely to pass Meta’s scrutiny.
How BV Can Help You Advertise Sports Betting on Facebook and Instagram
At BV, we specialize in creating compliant, high-converting ad campaigns for sports betting companies. Our sports betting marketing team understands the intricacies of Meta’s advertising policies, and we can help you create ads that meet all regulatory requirements while driving engagement and conversions.
Here’s how we can help:
- Compliance and Licensing: We ensure your ads are fully compliant with Meta’s guidelines and local gambling regulations.
- Targeted Ad Strategies: We help you create targeted ads that reach the right audience in legal regions, maximizing ad performance.
- Creative and Engaging Ads: Our team designs eye-catching ads that highlight your sports betting services while staying within Meta’s strict rules.
Conclusion
Advertising sports betting on Instagram, Facebook, and Meta platforms can be a powerful way to reach sports fans and potential bettors. However, it’s essential to follow Meta’s strict advertising guidelines to avoid disapproved ads or account issues. By focusing on compliance, targeting the right audience, and crafting engaging content, you can successfully promote your sports betting services across Meta’s platforms.
Need help crafting compliant ads that drive results? Contact BV today, and let’s get started on building a winning ad campaign for your sports betting business.
