Is Facebook Eases Position regards Gaming companies' advertising on FB
Gaming companies will now be allowed to advertise on Facebook after the social networking giant revised its advertising guidelines.
Facebook said it would now allow the promotion of offline casinos or other legal gambling establishments “provided the ads are appropriately targeted”, and although it will continue to prohibit the promotion of online gaming in the US, it has relaxed its policy to allow adverts for online gaming and games of skill in other countries, provided prior authorisation is given.
It will also said it will allow authorised state and national lottery commissions to advertise to users of the appropriate age within the lottery's jurisdiction, on the basis that the adverts comply with all applicable laws.
Gaming adverts can only be purchased via a sales partnership with Facebook, with a substantial minimum spend of $30,000, and may not be purchased through the self-serve ads tool or Facebook’s Ads API.
Whilst still quite limiting for most, the move can be seen as a softening of Facebook’s previously strict approach to the promotion of gaming. The gaming and and gambling market is a very significnat one and FB may be preparing the way to engage with those partners and their revenues!
Last month Facebook announced it would allow UK gaming companies to launch non-gambling apps on the site, on the proviso that branding or the name of the app clearly state it is play-for fun and that no earnings can be cashed out or converted to credit for an online gaming website or land-based casino.
To receive mkodo's monthly newsletter just click here or follow us on Twitter
