Author name: PPCJuice

Brazil’s Attorney General’s Office (AGU) gave Meta a 48-hour deadline to remove advertisements promoting unauthorised online gambling platforms. The directive came after authorities identified hundreds of active campaigns across Facebook and Instagram that were not in line with Brazil’s regulatory framework. The AGU stressed that failure to act weakened consumer protection and distorted fair competition within the regulated betting market. Betting activities required authorisation Brazil’s legal structure for fixed-odds betting was defined by Law No. 14,970/2023 and Ordinance No. 1,207/2024, which required all operators to obtain prior authorisation from the Ministry of Finance. To distinguish legal providers, authorised companies had to use the “.bet.br” domain. Any operator running services or ads without these credentials was considered illegal, including campaigns tied to PPC gambling or PPC betting that targeted Brazilian players through social media. Investigation revealed widespread violations A review of Meta’s Ads Library exposed hundreds of ads from unlicensed operators. These campaigns included promotional strategies similar to PPC casino advertising, raising concerns about how quickly unregulated content reached consumers. According to the AGU, the presence of these ads misled players and undermined the government’s attempt to establish a safer, well-supervised gambling market. The findings also revealed shortcomings in Meta’s verification processes. Requirement for compliance and prevention The AGU instructed Meta to not only remove existing ads but also provide evidence that it had acted effectively. The order required the company to outline measures to prevent similar violations in the future. Regulators emphasised the need for stronger monitoring tools to ensure unauthorised PPC betting campaigns did not return to their platforms. Broader effort to protect consumers The directive reflected Brazil’s larger strategy to protect consumers and regulate the expanding gambling sector. Although Meta had expressed plans to update its gambling advertising policies, authorities stated that its current system remained inadequate. By enforcing stricter rules, the AGU sought to curb illegal gambling activity, safeguard users, and maintain fairness in the country’s betting industry.

Google has confirmed that gambling advertisements will be permitted in Cameroon and Namibia starting August 19, 2025. This decision is part of a broader update to Google’s advertising policy and applies only to licensed operators who meet national regulatory standards. The move will allow PPC gambling and PPC betting campaigns to run on Google platforms, including Search and Display, within the two countries. Local approval is required before advertising To advertise in Cameroon, gambling companies must first register with the Gaming Regulation Agency. In Namibia, advertisers are required to secure licenses from both the Gambling Board and the Lotteries Board. These steps are necessary before operators can promote their services through Google’s ad network. Without proper licensing, ad content will not be approved. Online gambling market sees controlled expansion This policy change highlights the continued growth of the online gambling sector in Africa. With increasing internet use and mobile access, countries like Cameroon are becoming more active in the PPC casino and sports betting space. By allowing ads only from approved operators, Google aims to support market development while preventing illegal or misleading campaigns. Follows the previous rollout in Nigeria The update builds on Google’s earlier move in Nigeria, where it began allowing gambling ads in Lagos State. Only advertisers licensed by the Lagos State Lotteries and Gaming Authority (LSLGA) are eligible, and ads must be geo-targeted exclusively to Lagos residents. This regional rollout strategy shows Google’s cautious but clear interest in entering regulated African gambling markets. Focus on compliance and ad credibility Google has stated that this policy is designed to balance market access with user safety. Only licensed and verified advertisers will be allowed to run gambling campaigns, reducing the risk of scams or false advertising. The goal is to maintain the credibility of gambling ads while giving approved businesses access to wider audiences.

Google and Meta have found themselves in the Enforcement Directorate’s crosshairs following allegations of promoting illegal betting apps through digital ad placements. With Google appearing for the scheduled hearing on July 28 while Meta failed to comply, questions arise about their role in enabling financial fraud through lax ad policy enforcement. Under fire: Ads, influence, and accountability India’s Enforcement Directorate (ED) has intensified its probe into the murky world of online gambling ads, summoning Google and Meta for their alleged complicity. The core issue: both tech platforms reportedly allowed betting PPC campaigns for unregulated gambling apps to thrive. This move, the ED believes, contributed to large-scale money laundering and fraud. Google, in its defense, reiterated its stance against such content, pledging full cooperation with the investigation. Meta, however, remained conspicuously absent from the hearing, despite having previously requested more time to respond. Their silence has only added fuel to the fire. Complicating matters further is the involvement of influencers and celebrities who, often unknowingly, amplified the reach of these betting platforms. Their endorsements helped normalize these apps, inadvertently supporting a digital underworld that exploits policy loopholes in Google Ads online gambling restrictions. Crossroads ahead for digital advertising This case casts a long shadow over digital ad regulations, exposing just how easily policies around gambling promotions can be sidestepped. The implications extend far beyond just Google or Meta—it’s a wake-up call for the entire advertising ecosystem. Lax oversight has allowed shady operators to infiltrate mainstream ad channels. Regulators are now expected to tighten the reins. Failure to adhere to revised policies could lead to steep penalties under the IT and Money Laundering Acts. The ED’s message is clear: tech giants must actively vet ad content or face legal consequences. The stakes are high. As more illegal betting PPC ads continue to surface, public trust in platforms like Google and Meta is eroding. To restore credibility, they’ll need more than statements—they’ll need action.