Guide

Gambling Landing Page Requirements and Disclosures

Ad platforms review the landing page as part of a gambling ad, and regulators treat it as marketing too. A page built to meet these rules shows who runs the service, the license, the minimum age, responsible gambling help and the full terms of any offer it mentions.

By Charlotte HayesUpdated October 28, 20263 min read

In brief

Google requires a landing page "that displays information about responsible gambling."
US state rules ask for operator identity and clear offer conditions; Massachusetts and Ohio also require helpline information.
Ontario limits where bonuses can appear, so a public landing page for Ontario should not promote them.
In Australia, sign-up pages should reflect identity checks before account creation and promote BetStop.

Why the landing page decides approval

Most platforms judge the ad and its destination together. Google's policy lists three conditions for certified gambling ads, and one of them is to "have a landing page that displays information about responsible gambling." In the US, Google also asks for a warning about addictive and compulsive gambling, with assistance information, on the landing page or in the creative. A strong ad pointing at a weak page will not pass review.

The core elements

What to show on a gambling ad landing page and where the requirement comes from
Element	Why	Example source
Responsible gambling information and help	Required by Google for gambling ads; state rules require helplines	Google gambling policy; Massachusetts 205 CMR 256.06; Ohio 3775-16-08
Minimum age	Platforms bar targeting minors; Massachusetts requires ads to state 21 and over	Google; Massachusetts 205 CMR 256.05
Operator identity and license	Ohio requires ads to disclose the proprietor; platforms check the license	Ohio 3775-16-08(A)(2)
Full offer terms near the offer	US rules require material conditions to be clear	N.J.A.C. 13:69C-14.2(d); Ohio 3775-16-08(A)(1)
Self-exclusion links	Australian providers must promote BetStop on websites and apps	Australian Communications and Media Authority (ACMA) BetStop guidance

Responsible gambling information

Place help where a visitor sees it without hunting: near the main call to action and in the page footer. Name the helpline for the market and link to the operator's own safer gambling tools. Each market has its own wording. Massachusetts requires "a link to and phone number for the Massachusetts Problem Gambling Helpline," New Jersey print ads use 1-800-GAMBLER and Australian wagering providers must use the national taglines. The responsible gambling messages guide lists them by market.

Offers on the page

If the ad mentions an offer, the landing page carries most of the legal weight. New Jersey's rule requires ads to "specifically designate any material conditions or limiting factors." Ohio requires ads to "Clearly convey the conditions" of offers. In Great Britain, wagering requirements are capped at ten times from January 19, 2026. In Ontario, Alcohol and Gaming Commission of Ontario (AGCO) Standard 2.05 allows inducements only on the operator's own gaming site and in consented direct marketing, so an Ontario landing page reached from a public ad should not promote them. The bonus advertising rules guide goes further.

Market details that change the page

Australia: The Australian Transaction Reports and Analysis Centre (AUSTRAC) says providers "must complete ACIP before creating an online gambling account" from September 29, 2024. Do not promise instant play before identity checks. Link to BetStop, as the register rules expect on websites and apps.
Great Britain: pages are marketing under the Committee of Advertising Practice (CAP) Code, which licensees must follow under Licence Conditions and Codes of Practice (LCCP) 5.1.6. The strong appeal test for under-18s applies to imagery and characters on the page too.
United States: show the state or states where the offer is available, since Google bars targeting outside licensed states.

A quick review routine

Open the page on a phone, as a reviewer might, and check that help and age information are visible without scrolling far.
Read every offer line against its terms. If a word like "free" appears, check it is true under the market's rules.
Check that the license and operator name match the platform application.
Check the page against the pre-launch checklist and the country page for each market.

Questions

Can one landing page serve all four countries?

It is risky. Offer rules, helplines and ages differ, and Ontario bans public bonus advertising. Separate pages per market, or per US state, are easier to keep compliant.

Where should the responsible gambling message go on the page?

Where people will see it: close to the main call to action and in the footer. Google requires the page to display responsible gambling information, and several US states set font and placement rules for ads.

Sources

Google Ads Policies Help, Gambling and games (official English version), no date shown.
Massachusetts Gaming Commission, 205 CMR 256.00: Sports wagering advertising, Mass. Register #1581, August 28, 2026.
Ohio Administrative Code (official), Rule 3775-16-08 Advertising, effective October 15, 2022; five-year review October 15, 2027.
New Jersey Administrative Code via Justia (reproduction), N.J.A.C. 13:69C-14.2 Criteria governing advertising, current through June 16, 2025.
AGCO, Registrar's Standards for Internet Gaming: Responsible Gambling (export), Marketing and Advertising section last updated May 14, 2026.
AUSTRAC, Strengthened customer identification procedures for online gambling service providers, no date shown; effective September 29, 2024.
ACMA, FAQs for wagering providers: BetStop, the National Self-Exclusion Register, no date shown.
Gambling Commission, LCCP 5.1.6 Compliance with advertising codes, no date shown.

All pages checked October 28, 2026. How we choose sources: data sources.