In Which Countries Is Casino Advertising Possible in PPC?

Malta is one of the most renowned European hubs for online gambling, often referred to as the “casino state.” Hundreds of operators are based here, and the Maltese license (MGA) is considered prestigious and reliable.

Features:

Legal online casino advertising is available to operators (and affiliates) if the brand holds an MGA license.

• Major global ad networks, including Google, permit PPC traffic to MGA-licensed casinos.
• To launch a campaign, documents proving the offer’s legality, account verification, and adherence to MGA advertising guidelines (e.g., prohibiting misleading claims, advertising to minors) may be required.

The United Kingdom is another “white” market with clear legislation and a well-established culture of betting and casinos.

Features:

• All casinos and affiliates must hold a UKGC (UK Gambling Commission) license.
• Advertising is permitted only for licensed brands, adhering to standards: honesty, openness, no appeals to minors.
• Google, Bing and even Meta (Facebook*) allow gambling ads provided the necessary license and permission are obtained.
• All advertising materials undergo verification, and the advertiser must submit data for review.

These European countries have also legalized the online casino market, but each has its unique aspects:

• Spain: Requires a local license (DGOJ), very strict moderation of creatives, limitations on ad display timings, mandatory user identification.
• Sweden: Spelinspektionen license, mandatory self-exclusion option (refusal to participate), deposit limits, complete governmental control over advertising.
• Denmark: Danish Gambling Authority license, age verification, ban on aggressive marketing.
• Italy: ADM license, since 2019, there are strict restrictions on gambling advertising. Essentially, federal-level advertising is prohibited, although local brands can occasionally work through approved sources and compliant creative messaging.

Online gambling in Canada is legalized at the provincial level, with each province deciding which casinos to license and how to regulate advertising.

Features:

• The most lenient regions for advertising are Ontario, British Columbia, Quebec.
• For legal operation, the offer and website must be licensed by provincial regulators (e.g., AGCO for Ontario).
• Google permits advertising in these regions upon obtaining a local license.
• There are restrictions on promotions and bonuses, prohibitions on advertising to minors.

• Online casinos are formally prohibited in Australia; only sports betting and poker are allowed.
• Foreign casino advertising is banned.
• Operators and affiliates violating the ban risk penalties and blockades.

• The Latin American market is rapidly evolving and is considered “gray” and quickly legalizing.
• In some countries (Colombia, Mexico, Argentina, Peru, Chile), casino and betting advertising is officially permitted if the offer is licensed by the state.
• Google allows PPC advertising in these countries but requires proof of a license.
• Creative requirements: honesty, no aggression, prohibition on addressing minors, respect for local cultural characteristics.

• India: Legislation is ambiguous. Most states do not regulate online gambling or partially prohibit it. Many offers operate in a “gray area” and Google restricts casino advertising. Sports betting is easier to promote.
• Philippines: Regulated by PAGCOR. Operators require a license, and advertising is allowed domestically and for export (traffic from other countries). Google accepts advertising upon license verification.

• Online casinos are federally prohibited, but sports betting and poker are allowed in some states (e.g., New Jersey, Nevada).
• Casino advertising is generally banned in most states.
• Google, Facebook* and other global networks block any attempt to launch campaigns in this GEO.
• Violators face heavy fines, account and domain blockades, and in some cases, criminal prosecution.

• The online gambling market is tightly regulated by ARJEL.
• Licenses are issued only to domestic companies. Foreign casinos cannot operate through affiliates.
• PPC advertising is prohibited for all foreign brands. Any attempt to bypass blocks is detected by IP and domain.
• Penalties for violations can reach hundreds of thousands of euros.

• Since 2021, the market has been regulated at the federal level, but legal advertising is allowed only for bookmakers, not casinos.
• Any attempt to drive traffic to online casinos leads to blocks, fines and lawsuits.
• Both Google and Meta completely prohibit casino advertising in this GEO. 

• Absolute ban on gambling (with the exception of the state lottery).
• Violation constitutes a criminal offense.
• Any attempt at advertising, even by bypassing moderation, results in immediate account suspension and confiscation of funds.

• All forms of online casinos are prohibited.
• Advertising gambling is punishable under criminal law.
• Websites are blocked at the provider level, while owners and affiliates may face investigations.

• Gambling, including online casinos, is strictly prohibited (excluding special zones like Macau).
• Any type of advertising is a criminal offense.
• Violation of the law can result in imprisonment, account bans, domain blocks and asset seizure.

• The “Law on Advertising” completely prohibits the promotion of online casinos (except for licensed bookmakers and state lotteries).
• Any casino or affiliate program advertising in PPC leads to account bans, fund seizure, fines (up to 500,000 rubles for individuals, up to 2 million rubles for legal entities).
• Roskomnadzor blocks websites at the ISP level, and banks may freeze accounts.