X Bans Gambling Ads: What Other Social Media Do?



The recent update of X’s Paid Partnerships policy is going around the Internet for a week. Now, casinos, lotteries, sports betting and other gambling-related content are excluded from this policy. Paid Partnerships is a set of standards that regulate brand partnerships with content creators. As new rules come into force, advertisers can no longer endorse influencers and provide compensation for promoting their services through X (formerly Twitter).  

Was it a response to the tightening of gambling-specific ad policies? Let’s look at the global social media gambling ads landscape.

The Role of Organic Gambling Partnerships

This quiet update was anticipated, considering the global shift towards more regulated social media ads. In 2024, X got a €1.35m fine in Italy for violating the gambling ads requirements. The paid advertising policy update was probably a move ahead to prevent any such instances. 

In essence, it was one new line added to the policy. But it turned the realm for gambling operators, affiliates, and influencers upside down. Influencer marketing was important for several reasons, namely:

• Targeting specifically high-stakes players.
• Earning prospective customers' trust thanks to the influencer’s reputation.
• Cheaper cost of client acquisition. 

Is February Ban an End to Gambling Ads in X? 

While this restriction applied to the Paid Partnerships policy, nothing has changed in X Ads. Brands and operators can still launch paid placements via the Ads Manager. This option doesn’t involve paying users for organic promotion and requires preauthorization.

X also reported that exclusions from this policy could be possible for some of the advertisers. It means that some brands could still promote their services through influencers, but this decision is up to X staff. Neither the specific operators nor the reasons for exclusions were disclosed. 

What’s Up With Other Social Media Paid Partnership Policies

There are no full bans on gambling ads imposed on other social media platforms. But certain heavy restrictions are in place. Alongside the global governmental regulations, social media sites impose their own requirements on gambling brands. Let’s look at what X’s counterparts do.

Meta (Instagram & Facebook)

The amendments to the Meta ads policy were imposed in 2025. Since then, each brand or operator needs authorisation in “Permissions and Verifications” to be promoted. A valid license and submitting documentation are necessary. The influencers involved in promotion must now register as Meta affiliates. Such ads on Instagram and Facebook can’t target minors as well.

Google & YouTube 

To align with Google Ads policies published in November 2025, advertisers should hold the appropriate licensing for the target country. The ads must contain information on responsible gambling policy and target only 18+ users. As for YouTube, it restricts directing users to non-licensed gambling sites, as well as stating claims about “guaranteed returns.” If the gambling-oriented content doesn’t violate rules, YouTube can impose age restrictions on it. 

TikTok

Last year, TikTok joined other social media platforms and published updates to its gambling-related ads policies. Their strictness also depends on market regulations. For instance, government pressure in Phillipines made TikTok pause any gambling ads in this country. Advertisers in the UK can promote their gambling products via TikTok, but have to align with UKGC regulations and TikTok Ads policy. 

Total Ban on Gambling Adverts

Despite the regulations and policies in social media gambling promotions getting stricter each year, there’s no sign we’ll see a total ban on iGaming ads in the near future. But it still feels like a challenge for operators who previously relied on influencer marketing. Now the emphasis should be on traditional banner ads, personalised emails, affiliate networks, or move to other social media and messengers with more flexible policies. 

Gambling advertising in the UK is allowed but must meet the UKGC and ASA | CAP regulations. These prohibit targeting minors, and there should be a strong emphasis on responsible play.