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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.
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.
Refer to the following policies about specific markets and additional requirements.
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.
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.
Microsoft allows advertising for online lottery games and paid fantasy sports. Advertisers must be individually approved.
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 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.
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 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.
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.
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.
Games of chance where it is possible to win money or prizes are not allowed, even where no payment or consideration is involved.
Use these links for more help with Microsoft Advertising policies.