X Tightens and Clarifies Global Gambling Advertising Rules in Major Policy Update

X has introduced a sweeping update to its advertising policy on gambling content, reshaping how operators, affiliates and related businesses can promote their services across the platform.

The revised framework, published in X’s Help Center under its Ads Content Policies, makes one thing clear: gambling advertising is broadly prohibited unless it falls within tightly defined national exceptions — and in many cases, requires prior authorization directly from X.

For an industry that has long relied on social media for customer acquisition, the changes mark a significant recalibration.

A Global Prohibition — With Controlled Openings

At the heart of the policy lies a strict default position: X prohibits the promotion of gambling content. However, campaigns may run in specific countries where gambling advertising is legally permitted — and only under strict conditions.

The policy applies not only to online casinos and sportsbooks, but also to:

• Brick-and-mortar casinos
• Fantasy sports platforms
• Lottery operators
• Gambling affiliates and aggregators
• Bonus and voucher promotions
• Poker tools and odds calculators
• Scratch games and real-money gaming apps

In other words, the scope is comprehensive. It extends beyond operators themselves to include the entire marketing ecosystem around gambling.

For many advertisers, the most important procedural change is the emphasis on pre-approval. In numerous markets, operators and affiliates must obtain certification and authorization directly from X before running campaigns. This moves gambling advertising into a gated system rather than an open auction environment.

Affiliates Under Closer Scrutiny

Perhaps the most consequential shift for the iGaming marketing sector concerns affiliates and traffic-driving sites.

In several European markets — including France, the UK, Denmark, and the Czech Republic — affiliates are permitted to advertise only under specific licensing conditions and often require prior authorization from X.

In the United States, affiliate ads face additional structural restrictions. They must not link directly to gambling operator sites and cannot enable any betting functionality on landing pages.

This effectively limits aggressive call-to-action funnels and performance-driven landing pages — a model many affiliate businesses depend on.

For affiliate networks operating internationally, the update introduces new compliance burdens. Licensing status, jurisdictional targeting, disclaimers, and landing page structure now all fall within the platform’s enforcement perimeter.

Europe: Fragmented but Permissive

Europe remains one of the more open regions — but only for licensed entities.

Countries such as:

• UK
• Sweden
• Germany
• Spain
• France
• Netherlands
• Italy (state lottery only)

are each treated individually, with varying degrees of restriction.

Notably, Italy maintains a near-total prohibition on gambling-related advertising, with only state-run lotteries allowed. Spain prohibits affiliate traffic-driving sites entirely. Meanwhile, the UK allows licensed operators and certain affiliates, but requires regulatory compliance and in some cases prior authorization.

This patchwork approach mirrors the European regulatory landscape itself. X’s policy essentially mirrors local law — but adds an additional platform-level compliance layer on top.

The United States: Allowed, But Restricted

In the U.S., gambling advertising is permitted across multiple verticals — including sports betting, online casinos, poker, lottery, and even digital lottery courier services — but all under restrictions.

Advertisers must:

• Be domiciled in the United States
• Include appropriate disclaimers
• Comply with all applicable federal and state laws
• Accept that ads may face additional requirements at X’s discretion

For affiliates and aggregators, extra limitations apply, particularly around linking behavior and betting capability.

Given the rapid state-by-state expansion of regulated betting in the U.S., X’s approach signals a willingness to participate in the market — but under tight platform governance.

Emerging Markets: Conditional Access

Several African and Latin American markets appear in the policy with conditional approval, including Nigeria, Ghana, Kenya, Colombia, Mexico, Argentina and Brazil.

In most of these jurisdictions, advertisers must hold local regulatory approval and often require direct authorization from X before launching campaigns.

For operators targeting growth markets — particularly in Africa — the message is clear: platform access now depends as much on regulatory paperwork as marketing budget.

Responsible Gambling and Landing Page Compliance

Beyond licensing, X places responsibility on advertisers to ensure:

• Mandatory responsible gambling warnings (where required)
• Compliance with local advertising codes
• Correct jurisdictional targeting
• Transparent landing page practices

In some markets, advertisers must operate on specific local domains (such as “.fr” in France) or follow designated broadcast time rules (as in Romania).

The burden of proof lies squarely with the advertiser.

A Platform Strategy Shift

The update reflects a broader strategic balancing act.

On one hand, gambling remains one of the highest-spending advertising verticals globally. On the other, social platforms face increasing regulatory scrutiny, political pressure, and public health concerns related to gambling exposure — particularly among minors.

By centralizing authorization, tightening affiliate pathways, and aligning closely with national regulators, X appears to be reducing legal risk while preserving revenue channels in regulated markets.

For the iGaming industry, the message is unmistakable: social advertising is no longer a grey-zone growth hack. It is a compliance-driven channel.

Operators and affiliates that adapt quickly — aligning licenses, disclosures, and landing page structures — will retain access. Those that do not may find themselves shut out of one of the most visible digital advertising platforms.

In an industry already navigating tightening global regulation, X’s updated gambling policy adds another layer of operational discipline.

And this time, the gatekeeper is the platform itself.

X Gambling Ads Policy 2026 – At a Glance