Snapchat has grown from a casual social media platform for friends to communicate via images and videos to a massive, multi-billion dollar business. Today, influencers use the platform to share – and monetize – their daily life, while businesses see it as a huge opportunity to reach out to a grand audience through ads and collaborations. This evolution has raised a lot of questions around what is actually legal to promote and not, and here, we take a closer look at gambling content specifically.
The Quick Answer
Before we get into the details, we can start by saying that yes, technically, gambling content is allowed on Snapchat – but with significant restrictions. It is not illegal to promote gambling businesses, but it is, at the same time, not an easy route. This isn't a free-for-all situation; every gambling advertiser must jump through considerable regulatory hoops before their first ad goes live, and creators can meet restrictions if they try to promote gambling in their content.
In recent years, there’s been a boom in gambling, especially online. As players are looking for safe casinos you find online, it is natural that gambling businesses want to use this platform as a way to advertise their services. But this is only possible after advertisers complete a rigorous pre-approval process and meet specific licensing requirements.
Snapchat's Official Gambling Policy
Snapchat's approach to gambling advertising became formalized a few years ago, coinciding with broader industry efforts to regulate gambling content on social media platforms. The current policy framework requires all gambling advertisers to complete Snapchat's "Gaming and Gambling Services Application" and agree to specialized gambling terms before any content can go live.
The platform's restrictions are comprehensive. Advertisers cannot target territories where they lack proper authorization to operate, and they're strictly prohibited from creating content that might appeal to people under the legal gambling age. Additionally, Snapchat forbids advertisements that glorify gambling or encourage individuals to play beyond their financial means.
The policy evolution came partly through collaboration with the UK's Betting and Gaming Council (BGC), which worked closely with Snapchat throughout 2020 and 2021 to develop responsible advertising standards. This partnership resulted in Snapchat meeting the BGC's Industry Code for Socially Responsible Advertising, which requires social media gambling ads to target consumers aged 25 and above unless platforms can prove precise targeting of over-18s.
In 2021, Snapchat introduced an opt-out feature allowing UK users to completely avoid gambling advertisements. Users can disable gambling ads through their settings by turning off audience-based ad content, activity-based ad content, and third-party ad networks content.
Regional Variations and Enforcement
Snapchat’s gambling policies can also vary significantly by region, reflecting local regulatory environments. For example, European markets face additional complexity with the implementation of the Digital Services Act (DSA), which prohibits targeted advertising to individuals under 18. This regulation affects how all social media platforms, including Snapchat, can handle gambling advertising across European markets.
In contrast, regions with more liberal gambling regulations may see different policy enforcement. However, Snapchat maintains its core requirements of pre-approval, proper licensing, and age targeting across all markets where gambling advertising is permitted.
How Does this Compare to Other Platforms?
Snapchat's approach sits somewhere in the middle of the social media spectrum when it comes to gambling content policies.
Meta (Facebook and Instagram) has recently tightened its gambling advertising rules significantly, making them more similar to those of Snapchat. As of July 2025, all gambling advertisers must undergo a more rigorous authorization process through Meta's "Permissions and Verifications" portal, providing proof of business registration, websites, and relevant gaming licenses.
Meta's new requirements are particularly strict regarding influencer marketing. Content creators promoting gambling must now register as affiliates with Meta and receive approval before posting any promotional content. The platform also explicitly prohibits targeting anyone under 18 and requires disclaimers for social casino games.
TikTok maintains perhaps the strictest stance among major platforms. The platform categorically prohibits gambling advertising for most regions, with very limited exceptions. For example, in the US, betting companies can advertise, but only with explicit permission from TikTok. Brazil allows social casino advertising (free games with no real money wagering) with platform approval and 18+ targeting.
TikTok's community guidelines classify gambling content as restricted to users 18 and older and make it ineligible for the "For You" feed. The platform has been aggressive in combating gambling promotion, even when advertisers attempt to circumvent restrictions through cloaking techniques or indirect promotion methods.
Finally, X (formerly Twitter) requires prior authorization for gambling advertisements and maintains geographic restrictions based on local laws. The platform distinguishes between different gambling categories, with sports betting, online casinos, and fantasy sports each having specific requirements. Italy's communications regulator recently fined X over €1.3 million for violations of gambling advertising bans, demonstrating the real-world consequences of policy non-compliance.
Quick comparison
- Snapchat: Rigorous pre-approval, local compliance, and opt-out controls.
- Meta (Facebook/Instagram): Strict verification, influencer rules, affiliate registrations, and clear disclaimers required.
- TikTok: Mostly prohibits gambling ads, very limited region-based exceptions, aggressive in enforcement, and restricts visibility for gambling content.
- X (Twitter): Authorization required, category-specific rules, fines for violations, bans, or limitations according to local laws.
A Clear Focus on Responsible Gambling
Snapchat's collaboration with industry bodies like the BGC demonstrates a more proactive approach compared to some competitors. The platform has committed to responsible gambling messaging and provides users with granular control over gambling advertisement exposure.
Overall, Snapchat's gambling content policies reflect broader industry trends toward stricter regulation and enhanced user protection. While gambling content is technically allowed, the platform's comprehensive approval process, age targeting requirements, and user control features represent a balanced approach to this challenging content category.
Final Thoughts
As regulatory frameworks continue evolving globally, Snapchat and other platforms will probably continue to adapt and tighten their regulations, all to ensure a safe experience for their users. For now, Snapchat represents a viable advertising channel for gambling companies, while being one that requires significant investment in compliance infrastructure and regulatory expertise. The platform's approach suggests that successful gambling advertising in the social media space increasingly depends not just on creative content, but on demonstrating a genuine commitment to responsible gambling practices.
