A dated, practical guide to advertising a casino or sportsbook when Google and Meta will not run the creative, written by a team that spends in the channels that will.
Google and Meta restrict most gambling creative by policy and by market. The budget does not have to sit idle while you appeal. The channels that carry FTD volume are open, and they are the ones we buy every day.
Both platforms gate gambling behind certification, licensed-market lists and creative rules that exclude most operators, especially crypto and grey-market brands. Appeals are slow and rarely change the outcome for an unlicensed-in-that-market brand. Treating the rejection as a routing problem, not a compliance fight, is the faster path to spend.
| Situation | Best route | Why |
|---|---|---|
| Need FTD volume fast | Push and pop networks | Cheapest tested route to volume |
| Quality and retention | Programmatic display and native | Placement control, retargeting |
| Crypto casino | Crypto-native display | Wallet-behaviour targeting |
| Launch brand lift | OOH and DOOH | Brand-search lift in-market |
Guidance as at Q2 2026. Advertising routing, not legal advice; verify the market status before launch.
Google gates gambling behind certification and licensed-market lists and excludes most crypto and grey-market brands by policy. For a brand not licensed in the target market, appeals rarely change the outcome.
Gambling-friendly programmatic and native for quality and retargeting, push and pop networks for volume, and crypto-native display for crypto casinos. Keep the same cost-per-FTD target and rebuild the retargeting pool.
Meta restricts gambling creative similarly to Google and requires market-specific permission. Most operators route performance budget to gambling-friendly programmatic and network inventory instead.
A short brief and a 20-minute call. GEO, monthly budget band, vertical. You leave with a channel read, not a sales deck.
Book a call