Last updated: October 2026
Quick answer: X (formerly Twitter) prohibits gambling promotion by default and allows gambling ads only in specified countries, for advertisers who are certified and, in many countries, pre-authorised by X, with a local licence where required. Some markets are fully barred, such as Italy (except state-run lotteries) and India. Licensed operators that qualify can use X for sports betting campaigns around live events, with compliant creatives and tight targeting.
X is where many fans follow live sport, which makes it appealing for sportsbooks. But its gambling policy is restrictive and country-specific. This guide explains the rules and how qualified brands can run iGaming campaigns on X.
What X’s gambling policy says
According to X’s gambling content policy:
- X prohibits the promotion of gambling content, except in specified countries under set conditions.
- Advertisers targeting listed countries need pre-approval, starting with certification, and many countries also need prior authorisation from X.
- Many markets require a local gambling licence from a named regulator; some allow only state-run or state-licensed entities.
- Some markets are fully barred, including Italy (except state-run lotteries) and India.
- In the US, advertisers must be US-domiciled, use appropriate disclaimers, and affiliate ads must not link directly to operator sites.
- Spain bars affiliate, tips and odds sites.
- The policy covers casinos, sports betting, bingo, fantasy sports, bonus codes, tips and odds sites, lotteries and games played for money.
Step by step: running iGaming ads on X
- Check your country is eligible in X’s policy and that you hold the required licence.
- Get certified and authorised through X’s ads help portal and account team.
- Set up the account in the licensed operator’s name.
- Target adults in approved countries only.
- Build compliant creatives with the required disclaimers, “18+” and key terms.
- Track with X’s conversion tools plus operator postbacks to first deposit.
What works on X for sportsbooks
| Tactic | Why it works |
|---|---|
| Live-event timing | Fans are active on X during matches |
| Short video and GIFs | Stand out in fast-moving feeds |
| Match-specific creatives | Relevance to what fans are discussing |
| Conversation targeting | Reach people talking about teams and events, where allowed |
| Organic brand content | Stats, fixtures and safer gambling messages build trust |
Creative guidelines
- Lead with the match or feature, not the bonus alone.
- Show “18+” and required disclaimers.
- Avoid content that appeals to young people. UK rules, for example, ban gambling ads that strongly appeal to under-18s (UK Gambling Commission).
- Never promise guaranteed wins.
See our sports betting push creative guide for creative ideas you can adapt.
Mistakes to avoid
- Running gambling ads before certification and authorisation.
- Targeting countries outside X’s approved list.
- Promoting tips or odds sites where X bars them.
- Linking affiliate ads directly to operators in the US.
Alternatives if X is not available
If your country or licence is not eligible, use gambling-friendly channels. See the best places to advertise online gambling and our Google vs Facebook comparison.
Frequently asked questions
Only in specified countries, for certified advertisers that meet X’s conditions, which often include a local licence and prior authorisation from X.
Some markets are fully barred, including Italy (except state-run lotteries) and India. Check X’s policy for the current country list.
It depends on the country. In the US, affiliate ads must not link directly to operator sites, and Spain bars affiliate, tips and odds sites.
Campaigns timed to live events, short video, match-specific creatives and compliant organic content.
Need channels beyond X?
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