← Policies for Demand Partners
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Additional Guidelines Specific to Gambling or Real-Money Apps or Websites
As explained in the Demand Partner Policies, Demand Partners may be permitted to deliver ads containing restricted content, such as gambling or real-money apps or websites, if the ads and associated products and services strictly adhere to any country- or region-specific laws, rules, or regulations (including any age-related restrictions, licensing/certification requirements, labeling and disclaimer requirements, advertising guidelines, self-regulatory requirements or recommendations, and any similar guidance or requirements), the Demand Partner Policies, and any other applicable AppLovin policies or agreements, and obtain express approval from the AppLovin Team.
Demand Partners seeking to deliver ads for gambling (e.g., online or offline lotteries, casinos, sports betting, and social casino games), real-money apps or websites, or similar content through the Services must also ensure their products and ads meet the following minimum criteria:
- Advertisers must ensure that they have all necessary authorizations and licenses required under applicable laws (and produce them on request) to market and promote their products.
- Ads must include an appropriate responsible gambling and age disclaimer, such as “Must be 21+ to play; age, product, and eligibility rules apply. See terms.”
- Ads and/or their landing pages must include a problem-gambling hotline reference and number, such as: “Gambling problem? Call 1-800-GAMBLER.”
- Ads must include any other labels or disclaimers required under applicable laws (e.g., state or local warning language).
- Advertisers must ensure that the landing page(s) for the product(s) include an adequate age gate and appropriate disclaimers consistent with applicable laws.
- Advertisers must ensure that their ads only target those U.S. states where the product can lawfully be used and advertised consistent with applicable laws.
- Advertisers may not target individuals under the age of 21.
- Ads may not feature individuals below the age of 25.
- Ads may not depict products or use imagery or situations that would naturally appeal to underage individuals or attempt to promote or encourage underage use.
- Ads may not depict products or use imagery or situations that would promote or attempt to encourage irresponsible gambling behavior.
- Ads may not glamorize, glorify, or otherwise exaggerate the benefits of the products.
- Ads may not promote products that have been subject to any government or regulatory action or warning.
- Consistent with applicable laws, advertisers must ensure that statements or claims in ads have appropriate support.
- The landing page(s) for ads served through the Services may not direct end users to content that does not comply with these guidelines and the Demand Partner Policies or that contains or may contain prohibited content.