Gambling and betting advertising is regulated by jurisdiction and publisher policy. Ads must promote responsible gambling and comply with all applicable laws where served.

Creative compliance

Gambling creatives must:

• Exclude children, teens, or youthful imagery.
• Avoid glamorizing gambling or presenting it as a solution to personal problems.
• Avoid portraying gambling as a sign of success or maturity.

Ads must not:

• Exaggerate odds of winning.
• Promise guaranteed outcomes.
• Use misleading phrases such as “easy money” or “win big now”.

Audience and geo compliance

Age targeting

Minimum age must align with jurisdictional law. Ads must target 18+, 19+, or 21+ as required.

Geo restrictions

Ads must not run in locations where gambling is illegal. Ads must comply with all local, state/provincial and federal laws where the ad is served.

United States

Canada

• Ontario
• Ad Standards
• British Columbia
• Alberta  The recent passage of Bill 48: the iGaming Alberta Act allows private online gambling platforms to advertise in 2026, but in the meantime no other online gambling platforms are legally permitted to advertise in Alberta.
• Saskatchewan  PlayNow is the only licensed online gambling platform in Saskatchewan and the exclusive provider permitted to promote online gambling services within the province. 
• Manitoba  PlayNow is the only licensed online gambling platform in Manitoba and the exclusive provider permitted to promote online gambling services within the province. 
• Quebec  In Québec, Mise-o-Jeu by Loto-Québec is the only legal online gambling platform and the only one allowed to advertise. All other online gambling advertising is illegal.
• New Brunswick, Prince Edward Island, Nova Scotia  Only authorized platforms may advertise online gambling sites, most notably PlayNow, operated by the Atlantic Lottery Corporation.

Recommended brand safety and contextual settings

Brand Safety

• Use DoubleVerify to exclude mobile apps related to age and content advisory ratings, such as Everyone (4+), and apps rated for Tweens (9+), Teens (12+), and Mature (17+).
• Consider including the Gambling category under content and keyword targeting.

Inventory eligibility

Exchanges: All exchanges may be targeted, subject to publisher approval.

Whitelists: Refer to the Gambling and Sports Betting Accepted table. Whitelisting is optional but may limit reach.

Available Deals: Rubicon Gambling Allowed Video, Rubicon Gambling Allowed Display, and Spectrum Reach Connected TV and OTT Gambling.

Campaign declarations

• Advertiser declaration: Arts, Entertainment and Recreation
• Campaign declaration: Entertainment or Card Games

Legal and Regulatory Disclaimers

Ads must include:

• Must be 18+, 19+, or 21+ to play
• Play Responsibly
• Regulated by the appropriate authority

Supported and non-supported ad formats

Supported with restrictions

• DOOH cannot run in family-oriented venues such as malls or schools.

Point of contact

Contact your Account Manager for approval guidance or compliance support.

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FAQs

How should marketers handle province-specific online gambling rules in Canada?

Province-specific rules can limit which operators may advertise online gambling, even when gambling itself is legal. Marketers should confirm whether only a government-run or explicitly authorized platform may advertise in the target province and restrict geo targeting to compliant provinces. When rules change, marketers should update targeting and approvals before expanding reach.

Can gambling ads use DOOH inventory in any location?

Gambling DOOH eligibility depends on venue context and local rules. DOOH placements must not run in family-oriented venues such as malls or schools, even if the surrounding jurisdiction allows gambling advertising. Marketers should apply venue and publisher restrictions in addition to geo and age controls.

What should marketers do if a publisher or exchange rejects a gambling creative as misleading?

A rejection often means the copy or visuals imply guaranteed outcomes, exaggerated odds, or unrealistic financial benefit. Marketers should remove certainty language, avoid “easy money” framing, and add clear disclaimers that match the serving jurisdiction. Marketers should also confirm that the landing page and offer terms align with the same compliance standards as the ad.

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