Launching advertising campaigns in 2026 without understanding local compliance rules is like buying traffic blind.

Even a well-designed creative can be rejected if it violates local regulations — and the difference between countries can be significant.
What’s acceptable in one market may lead to instant rejection or account issues in another.

Below is a practical, non-legal overview of how advertising moderation typically works across key GEOs.
This guide is intended for media buyers and performance teams preparing campaigns for regulated markets.

⚠️ This article is not legal advice. Regulations change frequently — always verify current requirements before launch.

Germany: Strict Control and No Celebrity Usage

Germany is one of the most tightly regulated markets in Europe when it comes to iGaming advertising.

Campaigns are often rejected if they create the impression of easy, fast, or guaranteed winnings.

High-risk elements include:

• phrases like “quick win,” “guaranteed luck,” “easy money”;

• any use of real people, public figures, or celebrities;

• visuals resembling well-known personalities.

Best practice:
Use neutral language, abstract visuals, and avoid emotional pressure. Precision and restraint are essential for the German market.

France: People and Faces Are Highly Restricted

France applies some of the strictest visual rules in Europe.

In many cases, any realistic human face can be considered non-compliant.

Not recommended:

• photos of models;

• realistic 3D renders of people;

• faces that look like identifiable individuals.

Best practice:
Abstract visuals, symbols, icons, and non-human elements are safer options for French campaigns.

Spain: Time-Based Advertising Restrictions

Spain enforces time-of-day limitations for gambling-related advertising, depending on the format and channel.

For media buyers, this means:

• checking allowed time slots before launch;

• adjusting delivery schedules to local requirements;

• avoiding emotionally charged or aggressive wording.

Timing violations are among the most common reasons for campaign rejection in Spain.

Belgium: Bonus Messaging Is Limited

Belgium places clear restrictions on how bonuses can be presented.

Overly promotional wording may be flagged, even if the offer itself is legal.

Risky elements include:

• “huge bonus,” “massive reward,” “unbeatable offer”;

• exaggerated claims without context.

Best practice:
Use transparent, factual descriptions and avoid any form of exaggeration.

United Kingdom: No Youth-Oriented Creatives

UK regulators focus heavily on protecting underage audiences.

Creative materials may be rejected if they appear attractive to younger users.

Avoid:

• cartoon or anime-style characters;

• “game-like” or toy-inspired visuals;

• designs associated with youth culture or teen aesthetics.

Any hint of targeting minors can lead to rejection.

Italy: Near-Total Advertising Restrictions

Italy remains one of the most restrictive markets in Europe for gambling-related advertising.

In most cases, advertising is prohibited, with only limited exceptions depending on format and context.

Important considerations:

• always verify current exemptions;

• avoid promotional language entirely;

• be cautious even with informational content.

Italy requires extra attention and up-to-date compliance checks before any campaign attempt.

Key Takeaway: Localization Is About Safety, Not Design

In 2026, localization is no longer about “adapting creatives to taste.”
It’s about risk management and compliance.

Successful media buyers:

• remove any implication of guaranteed or fast winnings;

• avoid people and faces where restricted;

• eliminate youth-oriented styles;

• adapt messaging to each country’s regulatory tone;

• review every phrase before launch.

The stricter the regulation, the more disciplined the creative strategy must be.

In regulated markets, compliance is not a limitation — it’s a competitive advantage.