Snapchat’s Regulations For Gambling Ads

With over 900 million active users, it should come as no surprise that Snapchat prioritizes user experience and safety. Of course, while this factors in security and anti-abuse measures, it also extends to the types of adverts its users see. This is especially true for more sensitive sectors such as gambling, which requires a more nuanced approach.

Not only do ads need to be honest regarding the product or service being advertised, but they also need to be inclusive of Snapchat's diverse communities. As a result, there is a need for robust advertising guidelines that align with Snapchat's mission of providing a fun, connected, and authentic experience.

The Core Principle: A Foundation of Compliance and User Safety

To better understand Snapchat's gambling policies, exploring the fundamental principles guiding these requirements is crucial. Two of the social media app's main priorities are protecting vulnerable audiences and ensuring legal compliance. Specifically, all gambling ads on Snapchat must comply with their respective jurisdictions' gambling-related laws. For example, when looking at advertisements from a Canadian online casinos list, they need to comply with Canada-specific gambling laws. Moreover, transparency is vital where target audiences can see what the online casino offers.

This can include important information about using popular banking methods like Interac, how to get started, and more. Snapchat also has age-specific targeted exclusions to prevent gambling ads from reaching underage users, which aligns with age restriction regulations. Responsible gambling is another mandated requirement wherein advertisers should promote safe gambling activities through their messaging. Naturally, any illegal wagering activities are strictly forbidden, and adverts for them will not be permitted.

Who Can Advertise? Eligibility Criteria for Gambling Advertisers

Considering Snapchat's strict regulations, it begs the question of how gambling operator ads are screened before being allowed on the platform. As expected, Snapchat has very strict criteria that a gambling ad needs to meet before it can be run on the app. For one, gambling operators must obtain explicit pre-approval from Snapchat for their ads, which entails a comprehensive screening process. App owners will take a look at gambling operators' licensing information, which should be provided upon request, including documented authorizations for each target region. This directly aligns with Snapchat's mission to ensure (and, to an extent, enforce) legal compliance.

Beyond authorizations, advertisers need to ensure their ads are geo-targeted to jurisdictions where gambling is legal. In most cases, the advertiser must also be licensed in these jurisdictions (or, as mentioned, have the relevant authorizations). Snapchat does consider adverts from licensed operators targeted at audiences in a country or state where gambling is not allowed to be illegal advertising. Finally, Snapchat will examine a gambling operator's history to check for violations or illicit activity. Unproblematic operators are usually in good standing with their respective gambling regulatory bodies. If all these boxes are checked, Snapchat will be more likely to run the specific casino's adverts with no issue.

Snapchat Content Restrictions and Creative Guidelines

Delving deeper, Snapchat's guidelines also extend to the actual content and creative elements of the ads running on the platform. There are several dos and don'ts, with two of the most important including not targeting underage individuals and ensuring the inclusion of responsible gambling messaging. Any content, images, or language that might appeal to or suggest the participation of underage individuals is strictly forbidden. Similarly, if an advert does not include explicit, easy-to-read "play responsibly" messaging, the advert will not be run.

This type of messaging should include clear gambling helpline information or links to other gambling resources. Other strictly prohibited messaging provides for the glorification of gambling as a means of making an income (or to resolve financial difficulties). Of course, this is to avoid audiences going into such an activity with a particular mindset, as gambling should be treated as fun rather than work. Similarly, implying (or guaranteeing) players will win if they sign up, alongside featuring celebrities and influencers (e.g., Mr Beast) that appeal to underage individuals, is a no-go.

Of course, promoting excessive gambling and using deceptive and misleading language also violates Snapchat regulations. Advertisers need to have a clear CTA (Call-To-Action) that communicates their exact gambling type or activities to audiences. As with most platforms, Snapchat does not allow adverts that might promote violence of any kind. This could include sexually suggestive content, violent imagery, or exploitative messaging of any kind.

Enforcement and Consequences: Upholding the Standards

While this strict gambling ad policy is impressive, Snapchat needs to have measures in place. Not just to enforce these regulations, but also to reprimand operators for non-compliance. Beyond their screening process, Snapchat also has manual and automated review procedures to maintain compliance before an ad goes live. Once uploaded, ads are actively monitored with regular post-launch checks to guarantee no steps were overlooked (or any changes were made). Snapchat even offers its users a reporting feature, wherein they can alert app owners to problematic ads, leaving little room for advertisers to get away with much.

However, let's say an advertiser managed to get a problematic ad past Snapchat's strict monitoring system. What would the consequences be? For one, Snapchat will ensure the ad is either removed or rejected. Some operators may temporarily ban their accounts, while more severe violations may result in a permanent ban. If illegal activity is detected (or suspected), Snapchat will report such instances to the gambling body responsible for regulating a particular operator. Overall, Snapchat takes an 'our house, our rules' approach to this process as a whole. An operator does not necessarily need to have violated a regulation, as Snapchat reserves the right to reject any ad at its discretion.

Conclusion

Although it may sound like Snapchat is harsh on gambling operators, this is one of the many ways it maintains a positive ecosystem for its users. Gambling is one of many sensitive ad categories that the app heavily polices, but this is for the safety of its users. Additionally, this showcases a reassurance toward responsible advertising, which is why it encourages advertisers to review their policies regularly. With Snapchat's current compliance status, the app will undoubtedly be able to navigate the ever-changing regulatory landscape easily, especially when it comes to gambling.