Gambling and contests guidelines

Microsoft’s policy on gambling advertising differs by country and region. As an advertiser, it is your responsibility to ensure compliance with all applicable local and national regulations. Microsoft reserves the right to refuse an ad or to make exceptions to the policy even if an ad complies with the guidelines.


Ads and keywords that are acceptable under one country’s policy guidelines might not be acceptable under another. If you advertise in two or more countries, you will need to make any changes necessary to comply with all of the policy guidelines.

 

Markets that disallow gambling advertising 
In these markets, advertising for websites that promote or facilitate, directly or indirectly, online gambling or wagering is not allowed: Argentina, Austria, Brazil, Chile, Colombia, Hong Kong, India, Indonesia, Malaysia, Peru, Philippines, Singapore, Switzerland, Taiwan, Thailand, Venezuela, Vietnam. For details on the policy in Taiwan, please refer to the Taiwan policy.


Disallowed gambling content

Among such sites are those that accept wagers or require payment or other consideration in exchange for the chance to win prizes, as well as sites that offer both information and links related primarily to the promotion of online gambling. For example:

  • Any content that facilitates, promotes, or is affiliated in any way with online gambling or wagering of any type.
  • Websites that contain links that direct site visitors to prohibited gambling content, regardless of the location of the links or whether the offer originates in a geographic region where gambling is legal. In other words, it must be impossible for a site visitor to navigate from your website to any prohibited gambling or wagering content.
  • Educational, “learn to play”, “practice” and other free simulation sites that are affiliated with an online gambling site.

 

As an advertiser, you may bid on keywords that are commonly associated with online gambling or wagering, provided that neither your ad nor your landing page promotes online gambling or wagering.

Markets that permit gambling advertising

In certain markets, Microsoft allows advertising for websites that promote or facilitate online gambling, accept wagers, or require payment in exchange for the chance to win prizes provided that advertisers comply with the following restrictions.


  • Online gambling advertisers must comply with all applicable legislation.
  • The gambling operator must comply with licensing or registration requirements in each market where their content is serving.
  • Sites must not accept or procure bets from residents of countries where online gambling is disallowed, such as the U.S. or India for example.
  • Advertisers purchasing gambling-related keywords and advertising aggregated content for third-party gambling services (providing links to the websites) must agree to ensure that their partners comply with the policy set out above.

 

Responsible gaming messaging.


  • Advertising must not misrepresent or glorify the benefits of gambling, or encourage people to play beyond their means.
  • Advertising may not imply or suggest that gambling is a viable alternative to employment or financial investments, a way to recover from financial losses or that skills may affect the outcome of a
    game of chances.
  • Information on the odds of winning and prize amounts must be described accurately and must not be misrepresented. Advertisers may not present winning as the most probable outcome of the game, nor misrepresent a person’s chance of winning a prize.
  • Targeting minors is not allowed. Advertising must not be directed toward individuals under the applicable minimum age to participate in online gambling, or served in a context where it is highly likely it will be displayed to such individuals. This includes, but it is not limited to, the use of language, themes, expressions, graphic resources, audio or visual elements that may appeal to underage individuals, or using individuals who are or appear to be underage in promotional content or
    on the website.

 

Market

Licensing body and additional requirements

Australia

Gambling operators must be state licensed in Australia and may not target other markets. Online gambling advertisers must be individually approved by Bing Ads. Interested advertisers should contact Customer Support.

 

In addition to the Bing Ads Terms and Conditions advertisers must represent, covenant, and warrant to Microsoft that the advertising is in compliance with applicable laws and guidelines including all registration requirements. Advertisers must provide Microsoft with their proof of license upon request.

Canada

Online gambling advertisers must be individually approved by Bing Ads.
Gambling operators must be physically located in Canada.  Targeting minors is not allowed. Advertisers must comply with applicable regulations and industry best practices, including responsible gaming messaging, non-deceptive description of odds of winning, and prize amounts.

 

Advertisers promoting provincial lotteries must have authorization from the applicable government agency.

 

In addition to the Bing Ads Terms and Conditions, advertisers that promote content related to online gambling and/or lotteries in Canada must represent, covenant, and warrant to Microsoft that they are in compliance with all applicable laws and guidelines including all registration requirements and will provide Microsoft with evidence of compliance upon request.

Denmark

Gambling operators must be authorized by the Danish Gambling Authority

Finland

Gambling operators must be state licensed.

France

Gambling operators must be authorized by the Autorité de Régulation des Jeux en Ligne (ARJEL). Also content must not:

  • Encourage gambling addiction.
  • Raise expectations of a better lifestyle or other improvements.
  • Promote financial loans services.
  • Target an underage audience, redirect to sites dedicated to a young audience, or promote youth related sponsoring events.

Germany

Gambling operators must have a license to operate in market and a permission for advertising according to the German Advertising Directive (Werberichtlinie). Additionally, advertising for all types of permitted gambling offerings (limited to lotteries, sports and horse betting, as well as its brokering) must each comply with the German Advertising Directive (Werberichtlinie), as well as any other applicable legal requirements.

In addition to the Bing Ads Terms and Conditions advertisers must guarantee, represent, covenant, and warrant to Microsoft that the advertising is in compliance with the necessary advertising permission according to the German Advertising Directive. Advertisers must provide Microsoft with their advertising permission upon request.

Italy

Gambling, sports betting, bingo and lottery sites must be authorized by the AAMS/AASA, and their license number must be prominently displayed on the landing page.

Mexico  Online gambling advertisers must be individually approved by Bing Ads.

 

Advertisers must comply with applicable regulations and industry best practices, including possessing the authorization from the Department of the Interior. The license number must be displayed on the web site.

 

In addition to the Bing Ads Terms and Conditions, advertisers that promote content related to online gambling must represent, covenant, and warrant to Microsoft that they are in compliance with all applicable laws and guidelines including all registration requirements and will provide Microsoft with evidence of compliance upon request.

Netherlands

Approved lotteries must provide a license issued by either the Dutch Authority on Games of Chance (Kansspelautoriteit) or by a local municipality, whichever applies.

New Zealand  Bing Ads allows the promotion of online gambling conducted remotely through a communication device (e.g. using online gambling sites on a computer or cell phone) in the form of sales promotion schemes, approved lottery games and other forms of gambling conducted in New Zealand, which are promoted by the New Zealand Lotteries Commission or authorized under the Gambling Act 2003 or the Racing Act 2003.

Advertisers must be individually approved by Bing Ads. Certain geographic restrictions on where advertisements can be distributed may apply.

Norway

State licensed through the Norwegian Gaming and Foundation Authority.

Republic of Ireland

Online gambling advertisers must satisfy one of the following requirements: 

  • The gambling operator is registered as a bookmaker with Revenue Commissioners and provides a valid license number.
  • The gambling operator is registered in a jurisdiction approved by the Revenue Commissioners. These include: Gibraltar, the European Economic Area, and the "allow list" jurisdictions.

Spain

Operator must be licensed as appropriate for betting and specific games with the Ministerio de Hacienda y Administraciones Públicas

Sweden

State licensed through AB Svenska Spel (Svenska Spel) and AB Trav och Galopp 

United Kingdom

Online gambling advertisers must satisfy one of the following requirements: 

  • The gambling operator is licensed by the Gambling Commission.
  • The gambling operator is registered in a jurisdiction approved by the Gambling Commission. These include: Gibraltar, the European Economic Area, and the "allow list" jurisdictions.
United States  Bing Ads allows advertising for online lottery games. Advertisers of online lottery games must be individually approved.

 

Advertisers of online lottery games must be an appropriate U.S. State lottery commission, agency or authority, or its licensee contractually authorized, and currently in good standing, to operate online lottery games on behalf of the State.

 

Advertisers, their agents and service providers must comply with all applicable laws, rules and regulations of the licensing State(s).

 

Targeting minors is not allowed. Advertisers must comply with applicable regulations and industry best practices, including responsible gaming messaging, non-deceptive description of odds of winning, and prize amounts. Microsoft may also impose certain geographic restrictions on where advertisements may be distributed. Advertisers may not promote or link to online gambling content other than lotteries in the U.S.

 

In addition to the Bing Ads Terms and Conditions, advertisers may be required to sign a supplemental document making certain representations and warranties to Microsoft that they are in compliance with all applicable laws, rules and regulations, and will provide Microsoft (upon request) with evidence of their appropriate licensure and compliance.

 

Contests and competitions

In markets that permit online gambling advertising, ads for contests and competitions are generally allowed provided they comply with all applicable legislation. Advertising that promotes participation based on payment or consideration is subject to the same restrictions listed above for permitted gambling sites.

 

In markets that prohibit online gambling advertising, ads are generally allowed for contests and free lotteries provided that they do not constitute online wagering. Such sites must give the search user clear and factual information, and comply with all applicable local and national regulations. For example, in the United States, sweepstakes where no purchase is necessary are allowed.


  • Advertising that promotes participation based on payment or consideration is not allowed under
    any circumstances.
  • Advertising that promotes any contest with a specific offer, or where participation is subject to specific terms, must include qualifying text that is relevant to the offer in the ad and must indicate in the ad that additional terms and conditions apply.
  • If participation is contingent on another action, such as signing up for a service, or if specific terms apply, these prerequisites or terms should be set forth clearly and prominently on the website before the site visitor signs up.

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