Microsoft’s policy on gambling advertising differs by country and region. As an advertiser, it is your responsibility to comply with all applicable local and national regulations. Microsoft can refuse an ad or to make exceptions to the policy even if an ad complies with the guidelines. If your ad was disapproved, you may try to fix the issue and resubmit it as well as challenge the disapproval. More resources are available to help you at the bottom of this page and in our Editorial Insights page.


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

Advertising for websites that promote or facilitate, directly or indirectly, online gambling or wagering is not allowed in the following markets:


  • Argentina
  • Austria               
  • Chile
  • Colombia
  • Hong Kong
  • India
  • Indonesia
  • Malaysia
  • Peru
  • Philippines
  • Singapore
  • Switzerland
  • Taiwan*
  • Thailand
  • Venezuela
  • Vietnam

*For advertising in Taiwan, please refer to the full set of Taiwan guidelines.



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.
    Links to games and contests (non-prohibited gambling content) are allowed.
    Links to games and contests (non-prohibited gambling content) are allowed.

    You may not link to online gambling content from the non-gambling website.
    You may not link to online gambling content from the non-gambling website.


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.


Bid keyword Approved example Approved example Policy
Casino

 

Casino Hotel

www.contoso.com

Casino Hotel deals

Low rates every day!

Bidding on online gambling related keywords is allowed, provided that neither your ad nor 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.

Approved or disapproved Online gambling License Targeted market(s) Policy

Approved example   Approved

UK

UK You can only advertise in a market where you are licensed.

Approved example   Approved

NZ, AU NZ and/or AU

If you hold licenses in multiple markets, you may target either as allowed by your licensing requirements.

Disapproved Example   Disapproved

 

AU

UK

You may not promote gambling in markets where you do not hold a valid license, irrespective of whether online gambling is allowed in that market or not.


Gambling and contests advertising participation

Advertisers must apply to participate in the Gambling and Contests Advertising Program, and agree to the Terms & Conditions. Additional content restrictions may apply. Gambling and contest ads may not be distributed through all of the advertising distribution options and may appear only in text search ads. If you would like to apply, please complete and submit the Gambling and contests advertising program participation form.


Your application may be considered separately for each country in which you want to display ads.


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.

Approved example  Approved example Disapproved Example   Disapproved example Policy
Play Online Casino
www.contoso.com

Play Now!

For a chance to win big!

Change Your Life!
www.contoso.com

Why work?

Win big and retire now!

Advertisers must be responsible in their
gaming messages.


Refer to the following guidelines about specific markets and additional requirements.


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.

Brazil

Bing ads allows advertising for National lotteries. Advertisers, their agents and service providers must comply with all applicable regulations and best practices. Advertisers must be individually approved.

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

The gambling operator must be licensed by the Gambling Commission.

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.

Approved example  Approved example Disapproved Example   Disapproved example Policy
Free Lotteries
www.contoso.com

Play for free.

Win real prizes!

Win Big!
www.contoso.com

Pay $1 for a chance to
win millions!

Ads are generally allowed for contests and free lotteries provided that they do not constitute
online wagering.



How to manage disapprovals

Editorial disapprovals can occur when you are creating a campaign, adding an ad or keyword, or during editorial review. To see details of a disapproval, click the arrow next to the reason in the Delivery column under the Campaigns tab. If your ad or keyword is disapproved, edit the keyword or ad content to conform to the guidelines and resubmit the updated content. Read more on reviewing and resubmitting disapprovals.

  • If you disagree with the disapproval reason, you can challenge a disapproval or request an exception. In the request, tell us why you believe the ad or keyword meets the guidelines and should not have been disapproved, or why the cited guideline doesn't apply. We'll review the ad or keyword again and make a final decision.
  • The Bing Ads team responds to requests as quickly as possible; however, the process can take as many as three business days. After we've reviewed your request we'll send you a notification summarizing any approvals or disapprovals and you can review decisions on the Campaigns tab.

What if I don't follow these guidelines?

Our editorial guidelines are in place to provide a high-quality search experience for users and to maintain a fair marketplace for advertisers. To meet these expectations we may ask you to remove your content if it violates the Bing Ads Editorial Guidelines. In the case of serious violations or if we receive a notice of intellectual property infringement, we may remove content without advance notice. Other actions include:
  • Keyword and ad disapproval: Ads will not show for users until they are compliant.
  • Domain blocks: We may suspend your website from being advertised within Bing and Microsoft networks.
  • Account suspension: Severe or repeated violations may result in account suspension.

May we help you further?

Bing Ads experts are ready to help you with your editorial guideline questions, with convenient hours by phone or chat. Contact us today to get started.

Our contact page provides more information and hours of operation.

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Changes to guidelines

Learn about any changes that have occurred to this and other guidelines in the editorial guidelines change log.