This policy applies to monetization on X and X’s paid advertising products.

For more information about X’s paid advertising products, click here. 

For information about X’s other policies, click here.

What's the policy?

X prohibits the promotion of gambling content, except for campaigns targeting specified countries where it is allowed with restrictions as explained below.

Note: In certain cases listed below, advertisers are only permitted if they have prior authorization from X. Authorization starts with being in touch with a X account team. Instructions for contacting X are included in each case.

What products or services are subject to this policy?

This policy applies, but is not limited, to:

• Online casinos and gambling, sports betting, and bingo
• Physical, brick-and-mortar casino establishments
• Online fantasy sports sites
• Bonus codes, vouchers, and coupons redeemable for gambling content
• E-books or websites facilitating or leading to online gambling-related content, including affiliates and other sites driving traffic to gambling
• Gambling-related software, such as gambling software and poker odds calculators
• Sites or services providing tips, odds, handicapping, sports picks, forecasts, or poker odds calculators
• Scratch games
• Lotteries
• Games or apps played for money*
  

*For games involving NFTs or cryptocurrency tokens, please refer to our Financial Products & Services Policy.

What products or services are not subject to this policy?

This policy generally does not prohibit:

• Hotels with a casino, where the focus is on the hotel
• Gambling accessories, such as poker chips or pachinko machines
• News and information about fantasy sports

How does this policy vary from country to country?

Advertisers targeting the countries below must obtain pre-approval to run Gambling Content ads by first getting certified.

Brick-and-mortar casinos

Advertisements for licensed brick-and-mortar casinos are globally prohibited, except when targeting the countries listed below:

• Africa & Middle East: Ghana, Israel, Kenya, Nigeria, South Africa, Tanzania, Uganda
• Asia Pacific: Australia, New Zealand, South Korea    
• Europe: Austria, Belgium, Bulgaria, Bosnia & Herzegovina, Croatia, Czech Republic, Denmark, Finland, France, Germany, Ireland, Italy, Macedonia, Netherlands, Norway, Romania, Serbia, Slovenia, Spain, Sweden, Switzerland, UK
• Latin America: Argentina, Chile, Colombia, Dominican Republic, Ecuador, Mexico, Panama, Peru, Uruguay
• North America: Canada, US

National and State Licensed Lotteries

• Lottery advertisements by government entities, or entities with exclusive responsibility for running a lottery directly on a government's behalf; and state-licensed lotteries, are permitted in selected markets.
• Lottery advertisements must only target jurisdictions the advertiser is approved to operate/sell in.

The following additional requirements apply to gambling content advertisements targeting certain countries.

Argentina

• The following gambling ads are allowed in Argentina, as long as the advertiser is licensed by approved gambling regulators.
  • Online gambling (Online casinos, Poker, Sports betting, Fantasy sports, Lotteries, and Race betting) 
• Prior authorization from X is required.

Australia

• The following are permitted with restrictions: 
  • Fantasy Sports
  • Daily fantasy sports
  • Sports betting
  • Online lotteries
  • Licensed brick-and-mortar casinos
  • Racing boards

Austria

• Online casino, sport betting, and brick-and-mortar casino advertisements provided by state-licensed entities in Austria are permitted. These advertisers are only allowed with prior authorization from X.

Belgium

• Brick-and-mortar casino advertisements are permitted long as the advertiser is licensed by the Belgium Gaming Commission. These advertisers are only allowed with prior authorization from X.
• Fantasy Sports ads are permitted.
• Sites driving traffic to gambling operators in Belgium (except lottery aggregators) -- such as affiliates, tips or odds sites -- are permitted as long as they do not require a licence or other permission for their activities. These advertisers are only allowed with prior authorization from X. If an advertiser’s status changes in this regard, or the advertiser is the subject of any ruling of a legal, regulatory authority, or industry body pertinent to their activities, the advertiser must inform X immediately.

Bosnia and Herzegovina

• Sports betting, online casino games, and tombola are permitted provided the advertiser holds an authorization issued by Republicka Uprava Za Igre Na Srecu.

Brazil

• The following are permitted with restrictions:     

  • State-run and state-licensed lotteries

  • Scratch card games

  • Horse race betting

  • Sports betting

  • Poker and poker odds calculators, websites or services

  • Affiliates and aggregators

  • Free-to-play/-enter games with no prizes of value

Bulgaria

• Advertisers must be licensed by the State Commission for Gambling in Bulgaria.
• Ads for sports, culture, healthcare, education, or social welfare events sponsored by gambling operators are allowed.

Canada

• The following for online and offline (brick and mortar) ads are permitted, with restrictions:
  • Casino ads
  • Poker ads
  • Bingo ads
  • Sports betting ads
  • Horse racing ads

• Lottery and sweepstakes ads are permitted with restrictions.
• Fantasy sports ads are permitted with restrictions.
• Games are free to play but result in the payment of money or a prize of value.
• Affiliates and aggregators are permitted with restrictions.
• Prior authorization from X is required.

Colombia

• Gambling advertisements are permitted in Colombia, provided they are authorized by the Colombian Gambling Authority (Coljuegos).

Croatia

• Online casino games and sports betting ads are allowed as long as the advertiser holds an authorisation issued by the Government of Republic of Croatia and a license issued by the Ministry of Finance.

Czech Republic

• The following gambling ads are allowed in Czech Republic, as long as the advertiser is licensed by the Czech Finance Ministry:
  • Online casino
  • Sport betting
  • Poker tournament
  • Lottery-related websites

• Sites monetizing through links to gambling operators (excluding lotteries) are allowed. These include:
  • Affiliates
  • Aggregators
  • Tips, odds, and handicapping sites
• These advertisers are only allowed with prior authorization from X.

Denmark

• Online casino games, sports betting, poker tournament, and brick-and-mortar ads are permitted provided advertisers targeting Denmark are licensed by the Danish Gambling Authority (DGA). These advertisers are only allowed with prior authorization from X.
• Fantasy Sports ads are permitted.
• Sites driving traffic to gambling operators in Denmark -- (except lottery aggregators) such as affiliates, tips or odds sites -- are permitted, as long as they do not require a licence or other permission for their activities. If an advertiser’s status changes in this regard, or they are the subject of any ruling of a legal, regulatory authority, or industry body pertinent to their activities, they must inform X immediately. These advertisers are only allowed with prior authorization from X.

Ecuador

• Sports betting ads are permitted

Finland

• Online casino and sport betting advertisements provided by state-licensed entities in Finland are permitted. These advertisers are only allowed with prior authorization from X.
• Fantasy sports ads are permitted.

France

• Online casino games, sports betting, and lottery ads are permitted provided advertisers targeting France are licensed by the Autorité de Régulation des Jeux en Ligne (ARJEL). These advertisers are only allowed with prior authorization from X.
• Fantasy sports ads are permitted.
• Sites driving traffic to gambling operators in France -- (except lottery aggregators) such as affiliates, tips or odds sites -- are permitted, as long as they do not require a license or other permission for their activities. If an advertiser’s status changes in this regard, or they are the subject of any ruling of a legal, regulatory authority, or industry body pertinent to their activities, they must inform X immediately. These advertisers are only allowed with prior authorization from X. 
  
• Advertisers are responsible for ensuring that their landing pages provide a warning against excessive or pathological gambling, and that their websites operate on a “.fr” domain

Germany

• Sports betting, horse racing, and lottery ads are allowed in Germany provided that the advertiser is in possession of a valid gambling operator license or intermediary license and an advertisement permission, both issued by the relevant authorities in Germany.
• National and State Licensed Lotteries
  • Lottery advertisements by government entities, or entities with exclusive responsibility for running a lottery directly on a government's behalf; and state-licensed lotteries, are permitted in selected markets.
  • Lottery advertisements must only target jurisdictions the advertiser is approved to operate/sell in.

Ghana

• Sports betting advertisers that are licensed by the Gaming Commission of Ghana are permitted.
• Advertisers are responsible for ensuring that their ads are approved by the Gaming Commission of Ghana before being promoted.

Hong Kong 

• Lottery by state licensed entities is permitted with prior authorization from X.
• Sports betting by state licensed entities is permitted with prior authorization from X.

India

• Free to play games, fantasy sports, rummy, online and offline poker, horse race betting ads are permitted with restrictions. 
• Fantasy sports ads are not permitted in Arunachal Pradesh, Andhra Pradesh, Assam, Orissa, Tamil Nadu, and Telangana. 
• Online and offline rummy, poker and other skill-based real-money game ads are not permitted in Arunachal Pradesh, Andhra Pradesh, Assam, Gujarat, Orissa, Tamil Nadu, and Telangana. 
• Horse race betting ads are not permitted in Orissa, Sikkim, and Tamil Nadu. 
• Gambling advertising in India must conform to the ASCI’s Guidelines.

Ireland

• Promotion of online casinos games, sports betting, bingo, and online lottery are permitted as long as the advertiser is licenced by the Irish Revenue National Excise Licence Office.
• Fantasy sports ads are permitted.
• Sites driving traffic to gambling operators in Ireland such as affiliates, tips or odds sites are permitted, as long as they hold the appropriate licence for their activities.

Israel

• Fantasy sports ads are permitted.

Italy

• Gambling and gambling-related content advertising are prohibited.
• Only state-run lotteries are permitted. These advertisers are only allowed with prior authorization from X. Contact X if you need further information.

Japan

• Pachinko machine manufacturers.
• Offline Pachinko halls / parlors and offline Pachinko info. Advertisers should comply with the applicable laws including Amusement Business Act.
• Government-controlled betting and lottery (toto).
• Games which are entirely free to play.
• Games with a pay to play element with non-cash prizes worth JPY 1000 or less.

Kenya

• Gambling advertisements are permitted in Kenya, provided they are authorized by the Kenyan Gambling Authority (Betting Control and Licensing Board).

Macedonia

• Online gambling, sports betting, bingos and brick and mortar casinos ads are permitted provided:
  • The advertisers targeting Macedonia are licensed by the Ministry of Finance of the Republic of Macedonia
  • Ads and landing pages must comply with all rules and regulations as set out by the Ministry of Finance of the Republic of Macedonia
  • These advertisers are only allowed with prior authorization from X.

Mexico

• The following gambling ads are allowed in Mexico, as long as the advertiser is licensed by the gambling authority, SEGOB: 
  • Online gambling
  • Offline gambling 
  • Online casino games 
  • Affiliates and Aggregators    

• Ads for Lotería Nacional and Pronósticos Deportivos are permitted with licensing.
• Prior authorization from X is required.

Morocco

• Online gambling promoted by state-run entities is permitted. These advertisers are only allowed with prior authorization from X.

Netherlands

• Brick-and-mortar casino advertisements provided by state-licensed entities in the Netherlands are permitted. 
• Online casino advertisers that are licensed by the Dutch Gaming Authority (Kansspelautoriteit or KSA) are permitted.
• These advertisers are only allowed with prior authorization from X.

New Zealand

• Brick-and-mortar casinos located in New Zealand are permitted to advertise their offline casino content, provided they have a license from the New Zealand Gambling Commission. These advertisers are only allowed with prior authorization from X.
• The New Zealand Racing Board (New Zealand TAB) may advertise betting on horse racing and sports events, provided the advertiser has prior authorization from X.

Nigeria

• Gambling advertisements are permitted in Nigeria, provided they are authorized by the Nigerian Gambling Authority (National Lottery Regulatory Commission).
• Contact X if you are interested in this option.

Norway

• Sports betting, including horse racing, and lottery advertisements provided by state-licensed entities in Norway are permitted.
• Fantasy Sports ads are permitted.
• Brick and mortar casinos are permitted, but cannot make reference to poker.

Philippines

• Certain state run entities are permitted to advertise their gambling content. These advertisers are only allowed with prior authorization from X.
• Brick and mortar casinos are permitted to advertise their gambling content with prior authorization from X.

Poland

• Sports betting advertisements permitted with prior authorization from X 

Serbia

• Brick and mortar casinos and sports betting ads are permitted as long as the advertiser is licensed by the Administration for Games of Chance.
• Online casino games advertisements provided by state-licensed entity in Serbia are permitted. These advertisers are only allowed with prior authorization from X.

Slovenia

• Brick and mortar casinos ads are permitted provided advertisers targeting Slovenia are licensed by the Slovenian Office for Gambling Supervision. These advertisers are only allowed with prior authorization from X.
• Advertisements targeting Slovenia must be in the Slovenian language.

South Africa

• Sports betting, including horse racing, and lottery ads are permitted provided the advertiser has prior authorization from X.
  
• Fantasy sports ads are permitted.

South Korea

• Kangwon Land, a casino, is permitted to advertise its offline casino content, provided the advertiser has prior authorization from X.
• The Korea Racing Corporation is permitted to advertise its offline horserace betting content, provided the advertiser has prior authorization from X.

Spain

• Brick and Mortar Casinos, Online casino games, sports betting, bingo, lottery ads, and fantasy sports ads are permitted, provided advertisers targeting Spain are licensed by the Spanish National Gambling Commission (CNJ). These advertisers are only allowed with prior authorization from X.

• Sites driving traffic to gambling operators in Spain -- such as affiliates, tips, or odds sites -- are not permitted.

Sweden

• Gambling advertisements provided by state-licensed entities in Sweden are permitted.
• Fantasy sports ads are permitted.

Switzerland

• Online games advertisements by state-licensed entities are permitted.
• Brick-and-mortar casinos licensed by the Federal Gaming Board may advertise their offline services. These advertisers are only allowed with prior authorization from X.

Turkey

• Advertising for sports betting, online horse race betting, lotteries and games of chance by state-licensed entities are permitted.

UK

• Online casinos, sports betting, bingo, and lottery advertising targeting the United Kingdom are permitted provided advertisers are licensed by the UK Gambling Commission.
• Operators licensed solely by a white listed UK Jurisdiction (currently Antigua & Barbuda, Alderney, Gibraltar, Guernsey, the Isle of Man, Jersey, Malta, and Tasmania) may only target the jurisdiction the license is from.
• Sites driving traffic to gambling operators in the UK -- (except lottery aggregators) such as affiliates, tips or odds sites -- are permitted, as long as they do not require a license or other permission for their activities. If an advertiser’s status changes in this regard, or they are the subject of any ruling of a legal, regulatory authority, or industry body pertinent to their activities, they must inform X immediately. These advertisers are only allowed with prior authorization from X. 
• Fantasy sports ads are permitted.

U.S.

• Sports betting ads are permitted with restrictions. 
• Gambling affiliate and aggregator ads are permitted with restrictions. 
• Fantasy sports ads are permitted with restrictions. 
• Lottery ads are permitted with restrictions. 
• Online casino ads are permitted with restrictions. 
• Brick and mortar casino ads are permitted with restrictions. 
• Online Horse Racing ads are permitted with restrictions.
• Brick and mortar poker ads are permitted with restrictions. 
• Online poker ads are permitted with restrictions.
• Pay-to-Play (P2P) online/offline non-casino game ads are permitted with restrictions.
• Digital Lottery Courier Service ads are permitted with restrictions.
• Restrictions include, but are not limited to; 
  • Advertisers must be domiciled in the US
  • Ads must include appropriate disclaimers
  • Ads must comply with all of X’s ads policies as detailed here.
  • Ads may be subject to additional requirements at X's sole discretion 
  • Additional restrictions apply to affiliates and aggregators (sports betting and gambling), including but not limited to: 
    • Ads must not directly link to gambling operator sites 
    • There cannot be any ability to place a bet in either the ad text or on the landing page

What other X resources relate to this policy?

• Prohibited content for minors
• Guidelines for promotions on X

What do advertisers need to know about this policy?

Review our guidelines and make sure you understand the requirements for your brand and business. You are responsible for all your promoted content on X. This includes complying with applicable laws and regulations regarding advertisements.