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Platform policy
Microsoft Advertising Gambling and Contests Policy
Microsoft Advertising lets only approved advertisers promote gambling, through a program you apply to separately for each market. Its guidelines limit gambling ads to text search ads and set licensing rules country by country.
"Only approved advertisers can promote gambling content on the Microsoft Advertising network."
You apply to the Gambling and Contests Advertising Program once for each target market, with a copy of your license or proof of your affiliate relationship.
The guidelines say gambling and contest ads "may appear only in text search ads."
For the United States the official pages disagree, so we mark it unconfirmed.
How approval works
Microsoft's program form says "Only approved advertisers can promote gambling content on the Microsoft Advertising network." Applicants must either be authorized to act for the licensee or submit proof of an affiliate relationship with the licensee. The form asks for your business type, such as online casino, lottery, sports betting or social gaming, and a copy of the license or affiliate agreement.
A few practical rules come with it:
One form per market. Each target market needs its own application.
Active accounts only. Applications are rejected from accounts without a payment method or active ads.
Changes mean a new application. Changing the application, including targeting, requires a new form, or the account could be suspended.
Unlisted markets are closed. If a market is not on the form's list, "it means that gambling is not allowed in that market per our current policy."
Text search ads only
The editorial guidelines say gambling and contest ads "may appear only in text search ads." That is narrower than Google, whose policy names YouTube for US national sports betting ads. If your plan relies on display, video or audience network placements, Microsoft is not the place for them. Our guide to gambling ad formats and targeting compares the formats each platform documents.
Sources differ: the older guidelines say only online lottery ads are allowed, the program form lists the US as partially restricted, and a December 2025 trade report describes expanded sports betting and casino pilots
The guidelines page that holds these country rules carries no date and still uses the older Bing Ads name in places, so confirm each market against the current program form before you apply.
Why the United States is unconfirmed
Three Microsoft-related sources point in different directions:
The editorial guidelines say that in the US only online lottery games are allowed, from state lottery bodies or their authorized licensees, and "Advertisers may not promote or link to online gambling content other than lotteries in the U.S."
The current program form lists the United States as a partially restricted market, where not all states are allowed.
A trade report dated December 13, 2025 describes expanded US gambling pilots that admit "managed affiliate advertisers" in sports betting and casino tests. That is a secondary source, and we could not read the change log it cites.
The older US supplemental terms, dated November 2014, also required gambling and lottery advertisers to be "individually approved by Bing Ads" and licensed by the relevant state body. Until Microsoft's own pages agree, the matrix shows "Unknown / verify official policy" for the US. Ask your Microsoft account team which states and products are open to you, and keep their answer on file.
Content rules that apply everywhere
Across markets, the guidelines say "Targeting minors is not allowed" and that ads must not misrepresent gambling, encourage excessive play or present gambling as a financial investment or source of income. In markets that prohibit gambling ads, neither the ad nor the landing page may promote gambling, and a non-gambling site may not link through to gambling content. These rules sit alongside the law in each country, covered on our UK, Canada and Australia pages.
Questions
Can affiliates advertise gambling on Microsoft Advertising?
Affiliates can apply if they submit proof of their relationship with the licensee. Approval is per market, and the US position for affiliates is unclear from official pages, so ask Microsoft before planning US spend.
Can I run gambling display or video ads on Microsoft Advertising?
The editorial guidelines say gambling and contest ads may appear only in text search ads. We found no official statement allowing other formats.
Do I need a new application to add a country?
Yes. Each target market needs its own form, and Microsoft says changes to an application, including targeting, require a new one.
