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 make exceptions to the policy even if an ad complies with the policies. Ads and keywords that are acceptable under one country’s policies 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 policies.
Advertising for websites that promote or facilitate, directly or indirectly, online gambling or wagering is not allowed in the following markets:
*For advertising in Taiwan, please refer to the full set of Taiwan policies.
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:
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.
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.
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Refer to the following policies about specific markets and additional requirements.
Microsoft allows advertising for online lottery games and paid fantasy sports. Advertisers 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).
Advertisers of paid fantasy sports must EXCLUDE the following U.S. States from their campaigns: Arkansas (AR), Arizona (AZ), Hawaii (HI), Illinois (IL), Iowa (IA), Kansas (KS), Louisiana (LA), Montana (MT), Nevada (NV), North Dakota (ND), Tennessee (TN), Texas (TX), Vermont (VT) and Washington State (WA). Microsoft does not permit advertising of paid fantasy sports in the foregoing states.
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 additional geographic restrictions on where advertisements may be distributed. Advertisers may not promote or link to unauthorized online gambling content.
In addition to the applicable Terms and Conditions and/or alternate contractual agreement(s) in place with Microsoft, advertisers are 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.
Gambling operators must be authorized by the Autorité de Régulation des Jeux en Ligne (ARJEL). Also content must not:
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.
Online gambling advertisers must satisfy the following requirement:
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 policies including all registration requirements. Advertisers must provide Microsoft with their proof of license upon request.
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
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.
Use these links for more help with Bing Ads policies.