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Global Yahoo Advertising Policies

Gambling and Gaming (Online)

Advertising for gambling sites based in the United States is permitted where the site is licensed or otherwise authorized under the law of a state to offer such gambling. Advertisers must 1) show that the site is licensed or otherwise authorized to offer gambling in a particular state or states, and 2) describe how they comply with any location requirements imposed by state or local law (e.g., any requirements that only persons physically present in the state or certain other states may bet on the site).

Advertising opportunities involving sports betting will be reviewed on a case-by-case basis by the Yahoo Ad Policy team, and are subject to Yahoo's Competitor Advertising Policy. Advertising for websites offering sports betting or sports odds must be directed at players located in US states where legally permissible and the above requirements must be met.

Responsible gaming requirements:

  • Advertising must not misrepresent or glorify the benefits of gambling, or encourage people to play beyond their means.
  • Advertising may not imply or suggest that gambling is a viable alternative to employment or financial investments, a way to recover from financial losses or that skills may affect the outcome of a game of chances.
  • Information on the odds of winning and prize amounts must be described accurately and must not be misrepresented. Advertisers may not present winning as the most probable outcome of the game, nor misrepresent a person’s chance of winning a prize.
  • Targeting minors is not allowed. Advertising must not be directed toward individuals under the applicable minimum age to participate in online gambling, or served in a context where it is highly likely it will be displayed to such individuals. This includes, but it is not limited to, the use of language, themes, expressions, graphic resources, audio or visual elements that may appeal to underage individuals, or using individuals who are or appear to be underage in promotional content or on the website.

Advertising for free online gaming sites is acceptable, per the following guidelines. Yahoo will accept advertisements for 1) websites that allow users to play casino-style games for free and 2) sites that offer instruction or other information on how to play casino-style games, subject to the following guidelines:

  • Gaming sites may not link to or promote in any way any web site featuring online sports gambling. This prohibition includes any software downloaded from the site, dropping desktop shortcuts/icons, or in any communications, including emails, with users of the site.
  • Gaming sites may link to or promote an online gambling site offering non-sports gambling if that gambling site is based in the United States and is licensed or otherwise authorized by the law of a state to offer such gambling.
  • All advertising creative is subject to Yahoo’s advance review and approval, and cannot be changed once approved. Gaming sites may be required to provide Yahoo with consumer communications such as standard welcome emails and email newsletters.
  • Advertising for sites offering any product or program that claims to increase the likelihood of winning (e.g., computer programs that enhance the accuracy of a bet) is not acceptable.

See Appendix C, Online Gambling, International Restrictions