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Meta’s New Advertising Policy Gets Thumbs-Up from India’s Gaming Industry

The All India Gaming Federation (AIGF), a key voice in the Indian online gaming space, has welcomed Meta’s recent update to its advertising policy. This change now allows real-money gaming (RMG) companies in India to advertise on Meta platforms like Facebook and Instagram, provided they follow clear and responsible guidelines.

According to Meta’s revised rules, RMG advertisers must secure prior written approval before launching any campaigns. Additionally, these ads must not be targeted at users under the age of 18. This move is being seen as a positive step towards legitimising digital advertising for the gaming sector in India, bringing it more in line with regulatory expectations.

Meta has taken a significant step forward in the digital gaming landscape by allowing real money gaming (RMG) advertisements on its platforms, including Facebook and Instagram. This policy shift is a game-changer for operators of skill-based games like fantasy sports, rummy, poker, and certain types of betting platforms, who can now legally and openly advertise their services to targeted audiences, provided they meet Meta’s strict compliance requirements.

Previously, Meta had a highly restricted approach toward real money gaming promotions, mainly due to regulatory sensitivities and the varied legal status of such games across global markets. However, with more precise definitions around games of skill versus chance and increased regulatory frameworks in countries like India, Meta has decided to adapt.

Under the new guidelines, advertisers must obtain certification and ensure that their services are legal in all targeted jurisdictions. Meta has also emphasised transparency, age restrictions, and responsible gaming disclosures as part of the compliance mandate.

This move is expected to unlock massive marketing opportunities for gaming startups and established operators, especially in high-growth markets. With RMG seeing a surge in popularity, Meta’s decision could reshape how online gaming brands connect with users, expand their reach, and build trust through mainstream digital advertising channels.

Roland Landers, CEO of AIGF, called it “a landmark moment” for the sector. He noted that Meta’s revised approach ensures that only licensed and law-abiding operators can use its ad network, while shielding minors from potentially harmful content. He also appreciated that Meta now recognises AIGF’s certification process for skill-based games, a process that has been in place for nearly a decade.

The AIGF, India’s oldest industry body for online gaming, represents over 120 companies and over 400 million users, and continues to promote safe, legal, and transparent gaming standards nationwide.

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