Bing Now Allowing Certain Online Gambling Ads in Canada

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Good news – with a caveat – for Canadian online gambling affiliates or those targeting the Canadian market.

Bing is now allowing online gambling ads to be shown to Canadian traffic alongside search results and across the Bing ad network.

But conditions do apply:

  • All online gambling ads must be individually approved by Bing.
  • The gambling operators being advertised must be physically located in Canada (ouch).
  • Advertisers are required to comply with a variety of “best-practice” standards, including “responsible gaming messaging, non-deceptive description of odds of winning, and prize amounts.”

Full terms related to gambling advertisements on Bing are here.

Bing still does not accept any type of online gambling-related advertising from the following countries: Argentina, Austria, Brazil, Chile, Colombia, India, Mexico, Peru, Singapore, Switzerland, United States, Venezuela.

From a press release announcing the policy change:

New policy changes will allow Bing Ads to on-board online gambling customers in Canada, moving beyond games of chance and games of skill to include a broader range of online gaming sites, such as lotteries, online gambling, casinos, and sports betting.

- Chris is the publisher of Grove also serves as a consultant to various stakeholders in the regulated market for online gambling in the United States.
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