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Gambling contests policies

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. These polices apply to all forms of currency including real and virtual currency.

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
  • Taiwan*
  • Thailand
  • Venezuela
  • Vietnam


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

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.

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

Diagram illustrating a search ad leading to a non-gambling website, which then leads to online gambling content.

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

Casino

Approved exampleApproved

Casino Hotel
www.contoso.com
Casino Hotel deals
Low rates every day!

Policy

Bidding on online gambling related keywords is allowed, provided that neither your ad nor landing page promotes online gambling or wagering.

Indonesia, Malaysia, Thailand, Vietnam

Advertising for brick and mortar casinos is prohibited.

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

Approved Approved

Online gambling License

UK

Targeted market(s)

UK

Policy

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

Play Online Casino
www.contoso.com
Play Now!
For a chance to win big!

Disapproved exampleDisapproved

Change Your Life!
www.contoso.com
Why work?
Win big and retire now!

Policy

Advertisers must be responsible in their gaming messages.

Gambling policies specific to individual markets

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

Expand all
Americas region
Market Licensing body and additional requirements
Brazil Microsoft Advertising 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 Microsoft Advertising. 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 Microsoft Advertising 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 policies including all registration requirements and will provide Microsoft with evidence of compliance upon request.
Mexico Online gambling advertisers must be individually approved by Microsoft Advertising.

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 Microsoft Advertising 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 policies including all registration requirements and will provide Microsoft with evidence of compliance upon request.
United States

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.

    • At all times while ad campaigns are running, advertisers must be in compliance with all applicable regulations, including the Unlawful Internet Gambling Enforcement Act (UIGEA), as well as industry best practices.

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.
European region
Market Licensing body and additional requirements
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 Microsoft Advertising 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 ads are not allowed with the exception of state sponsored lottery ads.
  • Advertising for brick and mortar casinos is prohibited.
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.
Norway State licensed through the Norwegian Gaming and Foundation Authority.
Republic of Ireland

Online gambling advertisers must satisfy the following requirement:

  • The gambling operator is registered as a bookmaker with Revenue Commissioners and provides a valid license number.
Spain Operator must be licensed as appropriate for betting and specific games with the Ministerio de Hacienda y Administraciones Públicas.
Sweden Must be licensed through Spelinspektionen. The Spelinspektionen logo must be clearly displayed on the website.
Switzerland
  • Microsoft Advertising 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.
  • Gambling operators must have the required license granted by the Federal Council.
United Kingdom The gambling operator must be licensed or otherwise authorized by the U.K. Gambling Commission, and be in compliance with any applicable legal requirements. Proof of license must be displayed on the website, preferably on the landing page, and be otherwise verifiable on the U.K. Gambling Commission website.
Asia Pacific region
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 Microsoft Advertising. Interested advertisers should contact Customer Support.

In addition to the Microsoft Advertising 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.
New Zealand Microsoft Advertising 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 Microsoft Advertising. Certain geographic restrictions on where advertisements can be distributed may apply.

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.

India

Games of chance where it is possible to win money or prizes are not allowed, even where no payment or consideration is involved.

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