iGaming is booming in 2025 — but the real challenge isn’t just finding high-converting offers. It’s knowing where gambling advertising is legal and how to navigate each market’s rules.
Affiliate marketers and media buyers who focus on countries where gambling ads are legal get more than just peace of mind. They get:
- stable, high-quality traffic,
- better conversion rates because users trust regulated platforms,
- and long-term scalability.
With governments cracking down on digital content, it’s more important than ever to promote gambling offers in online gambling legal countries — places where casino ads are legal and guidelines are clear.
Choosing the best countries for casino advertising also protects your business from sudden bans, ad rejections or even account suspensions. Legal markets may require a license, but that same regulation is what builds a healthy, trusted iGaming environment — and opens the door to serious profits.
In this guide, we’ll break down the top 5 countries where gambling advertising is legal in 2025, explain what makes them special and give you expert tips on how to advertise using push and pops.
Let’s look at places where gambling is legal — and how to turn compliance into your growth strategy.
What Makes a Country Ideal for Gambling Advertising?
When it comes to scaling affiliate campaigns in gambling, not all geos are created equal. Some countries offer the perfect balance of demand, regulation and advertising freedom. But what exactly defines the best countries for casino advertising?
1. Legal Framework for Online Gambling
The foundation of any compliant campaign is legality. You want to focus on countries where gambling ads are legal and where online gambling is regulated or licensed. These countries often have gambling commissions or authorities that oversee both operators and advertisers, so you can run ads without fear of a ban.
For example:
- In the UK, the UK Gambling Commission regulates the industry and allows advertising under strict rules.
- Germany, under the GlüNeuRStV regulation, now allows online gambling and advertising with a national license.
- In the US, several states (like New Jersey, Michigan, Pennsylvania) have legalized both gambling and betting ads.
2. License Requirements for Advertisers
In most countries where gambling is legal, you’ll need to work with licensed operators or platforms to run gambling ads. This means your campaigns are compliant — and your audience will trust what you’re promoting.
Check if:
- The country requires the advertiser to have a license (e.g. Brazil, UK),
- Or if it’s enough to promote licensed operators (e.g. Colombia).
3. Market Maturity and iGaming Penetration
A high-value market isn’t just one where ads are legal — it’s one where people actually engage with iGaming products. Look for:
- High mobile and desktop internet usage,
- A strong cultural acceptance of gambling or betting,
- Proven user interest in online casinos, sports betting or lotteries.
Markets like Brazil and Colombia are booming thanks to mobile penetration and growing appetite for online gaming.
4. Advertising Format Flexibility
ven in places where gambling is legal, the rules around ad formats vary. That’s why you should check:
- If push ads, pops or native ads are allowed,
- If there are time-of-day restrictions (like in Spain),
- And if there are bans on certain messaging or creatives.
Legal-friendly formats like push and pop ads face fewer restrictions so are ideal for compliant campaigns.
In summary, if you’re serious about affiliate marketing in 2025, the question isn’t just “where are casinos ads legal?” — it’s “which legal countries offer scalable, high-quality, ad-friendly environments?” And that’s exactly what we’ll get into next.
Why ROIads Is the Go-To Network for Legal Gambling Advertising
Whether gambling is officially allowed in the country or not, what you really need is a network that brings results. ROIads delivers traffic — fast, high-converting, and tailored to your target geo.
We specialize in push and pop traffic — two of the most flexible formats for gambling offers — and provide powerful targeting tools to help affiliates stay 100% compliant in licensed markets.
Here’s why ROIads is the best for promoting legal gambling offers in 2025:
- 🔍 Targeting by geo, device, OS, connection, browser language, ISP and more — to reach only users in allowed regions.
- 📊 Micro Bidding support — to fine-tune bids for high-performing traffic sources in each market.
- 🧠 AI Bidding Technology— smart budget allocation that favours converting sources and removes waste.
- 🏆 Dedicated Account Managers — available for advertisers with $500+ deposit to help optimize creatives and whitelist/blacklist sources based on compliance.
We handle over 900 million impressions per day across top legal geos for gambling including USA, Germany, Brazil and UK. Whether you’re promoting sports online casinos or licensed lotteries — we’ve got the reach, the tools and the support to keep your campaigns compliant and profitable.
Want to advertise — and win big without risk?
Top 5 Countries Where Gambling Advertising is Legal in 2025
Choosing the right geo isn’t just about CPMs or CTRs — it’s about long-term stability. In a world where gambling laws are constantly changing, running campaigns in countries where gambling ads are legal gives affiliates a big advantage.
These are the top legal markets for iGaming advertising in 2025 — countries that not only allow online gambling but also allow paid promotion of licensed platforms. We’ve selected these six based on licensing transparency, audience size, ad format flexibility, and of course — performance stats across push and pop campaigns on ROIads.
Whether you’re launching casino traffic or lottery promotions, these countries combine compliance with profitability — and that’s the sweet spot for sustainable affiliate marketing.
United States: A Patchwork of Profitable Legal States
The US is a complex but high-potential market for affiliate marketers working with gambling traffic. It’s not as simple as “gambling ads are legal nationwide” but it’s one of the most profitable markets — especially for those who understand state-by-state regulation.
In 2025, more than half of US states have legalized some form of online gambling and several of them allow advertising for licensed operators. For affiliates who can target with precision the US is one of the best countries for gambling advertising.
🇺🇸 Legal Landscape and Licensing
The key to success in the US is understanding gambling is regulated at the state level. States like New Jersey, Michigan, Pennsylvania and Colorado have fully legalized online gambling and allow licensed operators to advertise — both through traditional platforms and alternative ad formats like push and pops.
To advertise legally you must promote operators who hold valid state licenses and campaigns must respect local advertising guidelines. It’s not a free-for-all but the rules are clear — and the rewards are big.
Advertising Rules
- Casino ads are legal only in states where online gambling is licensed.
- Ad platforms (Google, Meta, programmatic networks) require proof of state-level licensing for gambling-related campaigns.
- Push and pop ads can be used effectively when geo-targeted to compliant states.
Why It Works
The US iGaming audience is highly engaged and has significant spending. Players expect polished trustworthy offers — which means you must promote licensed brands only. With proper segmentation and creative strategy, the US can deliver top results even with higher ad costs.
United Kingdom: A Mature and Strictly Regulated iGaming Hub
If there’s one market that sets the global standard for legal gambling advertising it’s the United Kingdom. Known for its strict regulation, transparency and user trust, the UK is one of the most advertiser friendly markets in 2025 — if you play by the rules.
With an established licensing system and an active gambling audience, the UK is still attracting operators and affiliates who want compliant traffic. Whether you’re running a campaign for online slots or live casinos, the UK has the legal clarity many markets lack.
🇬🇧 Legal Landscape and Licensing
Gambling in the UK is fully legal and regulated by the UK Gambling Commission. This includes both land-based and online gambling, so the UK is one of the most online gambling legal countries today.
To run gambling ads in the UK, you must:
- Promote brands licensed by the UKGC
- Clearly state terms and conditions (especially for bonuses and offers)
- Not mislead or create unrealistic win expectations
This doesn’t limit your reach — it protects your campaign and builds trust with your audience.
Advertising Rules
- Casino ads are allowed on all digital platforms — as long as the operator has a UKGC license.
- Ads must comply with CAP Code (the UK advertising rulebook).
- Push and pop ads are not directly restricted, but creatives must meet general ad requirements (no aggressive or misleading content).
Why It Works
The UK gambling audience is used to seeing iGaming ads — and they respond well to transparent, compelling creatives that lead to licensed sites. The market is mature, and users are familiar with deposit bonuses, free spins, and sportsbook offers, which means less friction in the conversion funnel.
While competition can be high and CPCs above average, push traffic works surprisingly well here — especially on mobile — and pop traffic can bring in lower-funnel users with the right targeting setup.
With one of the most established regulatory systems in the world, the UK is not just a country where gambling ads are legal — it’s a place where affiliate marketing in iGaming can thrive long-term.
Germany: A Regulated Market with Growing Potential
Germany has gone through major changes in its approach to online gambling and advertising in the last few years. Once considered a grey area, Germany is now one of the online gambling legal countries thanks to the introduction of a unified national regulatory framework.
With a large and digitally active population and growing interest in online betting and casinos, Germany is becoming one of the best countries for gambling advertising — especially for affiliates who focus on long-term and compliant strategies.
🇩🇪 Legal Landscape and Licensing
In July 2021, Germany introduced the Glücksspielneuregulierungstaatsvertrag (GlüNeuRStV), a state treaty that legalized and regulated online gambling at national level. This new law replaced a patchwork of regional rules with a centralized licensing system — finally giving clarity to operators and advertisers.
Under this system online casinos, poker and sportsbook can apply for a license and advertise in Germany. The market is regulated by the GGL (Gemeinsame Glücksspielbehörde der Länder) — Germany’s federal gambling authority.
Advertising Rules
- Gambling ads are allowed for licensed brands only and must follow strict content and timing rules.
- Ads must not target minors or suggest gambling as a solution to financial problems.
- Push and pop ads are allowed if they comply with general digital advertising rules and are not aggressive.
Why It Works
Germany is a high-volume, highvalue geo. Users are educated, tech-savvy and respond to personalized offers — especially in slots. Since the regulatory change, affiliates are seeing improved approval rates and better performance across compliant campaigns.
Push ads perform well when targeting by device and region, pop traffic has high-volume with room to scale. Localising creatives into German can further boost engagement and trust.
With over 80 million people and a clear legal path for gambling promotion, Germany is a top-tier choice for affiliates in 2025.
Brazil: Latin America’s Fastest-Growing Gambling Market
Brazil has become one of the best places where gambling is legal — and more importantly where gambling advertising is legal. After years of debate, the country finally regulated its gambling industry in 2023, opening up one of the largest iGaming markets in the world.
With over 200 million people, high mobile penetration and a national obsession with sports, Brazil offers a rare combination of massive traffic volume, low competition (for now) and a clear legal framework. For affiliates looking to get in early — 2025 is the year.
🇧🇷 Legal Landscape and Licensing
The turning point came in December 2023 when Brazil officially approved Law No. 14,790 — legalising and regulating sports betting, online casinos and virtual games. This put Brazil among the online gambling legal countries with a national licensing model.
Operators must obtain a licence from Brazil’s Ministry of Finance and comply with local rules around responsible gambling, age targeting and ad transparency.
Advertising Rules
- Gambling ads are now fully legal for licensed operators, both online and offline.
- Google and Facebook allow gambling ads in Brazil, but require proof of licensing.
- Push and pop ads are not restricted by format — allowing for high-volume traffic acquisition.
Why It Works
Brazilian users are highly responsive to sports betting, lotteries and emerging online casino brands. Since legalisation, user trust has increased — making conversion funnels smoother and long-term value per user higher.
For affiliates, the market is a goldmine:
- Relatively low competition compared to mature markets,
- Huge mobile traffic for push campaigns,
- High engagement on entertainment-driven creatives.
Pop traffic also performs well in Brazil, especially when paired with localised pre-landings and quick redirects. Portuguese language creatives are a must — but even basic localisation can boost CRs big time.
In 2025, Brazil isn’t just a hot market — it’s an iGaming giant. For affiliates it’s the perfect time to build campaigns in a country where demand and legal framework are finally aligned.
Colombia: The First Regulated iGaming Market in Latin America
Colombia was the first country in Latin America to fully legalize and regulate online gambling — and in 2025, it’s still a leader in the region. With a licensing system in place since 2016, it offers affiliates a rare combo: legal clarity, growing demand and low competition in the digital ad space.
Unlike some emerging markets still figuring out regulatory changes, Colombia has already built a mature iGaming ecosystem, making it one of the most reliable online gambling legal countries for affiliate campaigns.
🇨🇴 Legal Landscape and Licensing
Colombia regulates online gambling through Coljuegos, the national gaming authority. Licensed operators can offer a wide range of products: from online slots and sports betting to live casino games and poker.
Advertising is allowed for licensed brands only, and affiliates working with paid traffic — including push and pop ads — must promote operators with valid Colombian licenses.
Advertising Rules
- Casino ads are allowed across digital channels, including mobile and desktop, as long as tied to a licensed operator.
- Coljuegos prohibits targeting minors and requires ads to display responsible gambling messages.
- Push and pop formats are allowed.
Why It Works
Colombian users are active, mobile-first and increasingly open to regulated gambling brands. Since the market is not as saturated as Europe or North America, affiliates can launch campaigns with competitive bids and still reach quality traffic.
Spanish-language creatives are a must, and pre-landings with localized elements tend to boost both CTR and conversion rates. Push ads work great for mobile betting apps and welcome bonuses, while pop traffic is perfect for casinos or hybrid offers.
The real advantage of Colombia? It’s a legally stable market that still behaves like an emerging one — full of opportunity, but without the constant rule changes seen in newer iGaming regions.
Colombia proves that being early isn’t always better — being early and regulated is. For affiliates looking for a place where casino ads are legal and where traffic still performs at scale, Colombia is a safe bet.
Where is Gambling Advertising Legal in 2025: Comparison of Top 5 Countries
| Country | Online Gambling Legal | Casino Ads Legal | Advertising Formats Allowed | Key Notes |
| United States 🇺🇸 | Partially (by state) | ✅ (licensed states only) | Push, Pop, Native, Search | High value, fragmented regulation, state-targeting essential |
| United Kingdom 🇬🇧 | ✅ | ✅ | All major formats | Highly regulated, strong user trust and maturity |
| Germany 🇩🇪 | ✅ (since 2021) | ✅ | Push, Pop, Display | New legal framework, localized ads perform best |
| Brazil 🇧🇷 | ✅ (since Dec 2023) | ✅ | Push, Pop, Native, Social | Huge volume, low saturation, mobile-driven |
| Colombia 🇨🇴 | ✅ (since 2016) | ✅ | Push, Pop, Search, Social | First regulated LATAM market, stable and trusted |
Run Gambling Ads Smarter: Our Geo-Based Guides You Shouldn’t Miss
If you’re running gambling campaigns across different countries, we’ve got your back — our collection of geo-focused guides will help you navigate each market’s unique challenges and unlock real results. From local traffic trends to creative approaches that convert, we cover it all.
Here are five must-read guides to start with.
🇦🇺 Where to Buy Gambling Traffic in Australia
Australia is a high-ROI but tightly regulated market. This guide shows you which formats perform best, how to adapt creatives for local audiences and which traffic sources to test. Read the guide
🇲🇾 Best Ways to Gain Gambling Traffic in Malaysia
Malaysia is a Tier-2 geo with a mobile-first audience and strong English proficiency. We break down creative strategies, campaign structure and tips on using AI bidding technology and Micro bidding. Read the guide
🇧🇩 How to Get Gambling Traffic in Bangladesh
A rapidly growing market with plenty of room for push and pop campaigns. In this guide you’ll learn how to segment traffic, bid strategy, and creative localization. Read the guide
🇮🇳 How to Run Gambling Ads in India
India has a huge user volume and strong interest in gambling and betting. This guide covers best traffic formats, preferred devices and creative tips for Indian users. Read the guide
🇹🇷 How to Get Gambling Traffic in Turkey
Turkey has strict regulations but high demand — and our guide shows how to work around restrictions while staying profitable. Learn about top-performing formats, creative angles and how to optimize for Turkish audiences. Read the guide
Want to dive deeper? Explore the full list of geo guides here.
Conclusion: Go Legal, Scale Smart
In 2025, success in gambling affiliate marketing isn’t just about high CRs or aggressive landing pages — it’s about playing by the rules in markets that reward quality and compliance.
Choosing countries where gambling ads is legal gives you more than just legal protection. It gives you:
- Better ad approval rates, even on strict platforms like Google and Meta;
- Longer campaign lifespans, with fewer shutdowns or blacklists;
- Higher user trust, thanks to licensed operators and transparent offers.From established high-ROI markets like the UK and US to up-and-coming powerhouses like Brazil, today’s countries where gambling ads are legal have it all: reach, regulation and returns. They’re not just safer — they’re smarter.
From the mature, high-ROI environments of the UK and the U.S., to emerging giants like Brazil, today’s top online gambling legal countries offer the perfect mix of reach, regulation, and returns. They’re not just safer — they’re smarter.
