What changed with platforms and regulators
Monthly review: new rules, platform limits and what we changed in media plans. One email a month, nothing in between.
Digest issues
September 2026
Regulators
Chile: online betting law passed
The SCJ will start issuing licences in 2027; until then advertising unlicensed operators is a violation and payment providers must block transfers.
What to do: Chile is paused until licences: keep the budget in Peru and Colombia, prepare the application.
EU: MiCA fully applies to crypto advertising
The transition period is over: exchange and token ads only from registered CASPs, with a mandatory risk warning and no return promises.
What to do: Ask the client for the CASP registration number before launch; KOL posts carry the same disclosure as ads.
Uzbekistan: online licences start
NAPU accepts online betting applications; payments only via Payme, Click and Uzcard, foreign operators through a local entity.
What to do: A new CIS market with an empty auction: Telegram and Uzbek-language search before competitors arrive.
Platforms
Meta: limit of 3 ads per domain in iGaming
From 15 September advertisers in the iGaming category can run at most three active ads per verified domain. Extras are queued and get no impressions.
Google Ads: crypto exchange certification in 12 new countries
Google expanded its certification programme to LATAM and Southeast Asia. Without a certificate ads get no impressions; the application takes 5–7 business days.
TikTok: direct links to casino landing pages banned
TikTok tightened moderation: links to casino domains are auto-blocked. Only a redirect through the operator's informational site is allowed.
Event of the month
Operators, platforms and trackers in one place; Q4 deals are made here.
Number of the month
8% below August: the start of European football leagues warmed the auction, but Tier-2 competition is still weak.
What we changed in media plans
Added Google Ads certification for LATAM clients before campaign launch. Redistributed Meta budget: instead of five ads per domain we keep the three with the best CTR. In Kazakhstan we recalculated the funnel for biometrics — the CPA target rose 30%.
August 2026
Regulators
Chile: online betting law passed
The SCJ will start issuing licences in 2027; until then advertising unlicensed operators is a violation and payment providers must block transfers.
What to do: Chile is paused until licences: keep the budget in Peru and Colombia, prepare the application.
EU: MiCA fully applies to crypto advertising
The transition period is over: exchange and token ads only from registered CASPs, with a mandatory risk warning and no return promises.
What to do: Ask the client for the CASP registration number before launch; KOL posts carry the same disclosure as ads.
Uzbekistan: online licences start
NAPU accepts online betting applications; payments only via Payme, Click and Uzcard, foreign operators through a local entity.
What to do: A new CIS market with an empty auction: Telegram and Uzbek-language search before competitors arrive.
Platforms
Telegram: advertiser verification in the Betting category
Telegram Ads introduced mandatory verification for campaigns with betting, casino and slots keywords. Unverified campaigns are rejected within an hour of launch.
Google Ads: new Demand Gen format for financial products
Demand Gen campaigns are now available for the Financial Services category with certification. The format shows carousels in YouTube Shorts and Discover.
Event of the month
Operators, platforms and trackers in one place; Q4 deals are made here.
Number of the month
Token2049 and Consensus conferences doubled prices for a week, and the base rate did not return: creators revised their rate cards.
What we changed in media plans
Updated the Telegram channel whitelist: 14 channels failed the median check. Connected Demand Gen in Google Ads for two crypto clients. Moved budgets from India to MENA and Bangladesh after the betting market closure.
July 2026
Regulators
Chile: online betting law passed
The SCJ will start issuing licences in 2027; until then advertising unlicensed operators is a violation and payment providers must block transfers.
What to do: Chile is paused until licences: keep the budget in Peru and Colombia, prepare the application.
EU: MiCA fully applies to crypto advertising
The transition period is over: exchange and token ads only from registered CASPs, with a mandatory risk warning and no return promises.
What to do: Ask the client for the CASP registration number before launch; KOL posts carry the same disclosure as ads.
Uzbekistan: online licences start
NAPU accepts online betting applications; payments only via Payme, Click and Uzcard, foreign operators through a local entity.
What to do: A new CIS market with an empty auction: Telegram and Uzbek-language search before competitors arrive.
Platforms
Meta: mandatory disclaimer in crypto ads
For exchange and token promotion in the EU, Meta requires a text risk disclaimer directly in the creative. Without it, the ad is rejected at moderation.
TikTok: frequency cap for financial offers
TikTok set a cap of 2 impressions per user per day for the Crypto and Forex categories. Previously there was no limit, and overbuying was cheaper.
Telegram: Telegram Ads expanded to 8 new targeting languages
Arabic, Turkish, Hindi, Bengali, Thai, Vietnamese, Indonesian and Malay were added. Tier-3 reach grew, but audience quality needs separate testing.
Event of the month
Operators, platforms and trackers in one place; Q4 deals are made here.
Number of the month
The licensed market has stabilised: competition grew but PIX conversion keeps the economics viable.
What we changed in media plans
Embedded MiCA disclaimers in all EU crypto creatives. Limited TikTok frequency to the platform cap and rebuilt the split: budget moved to Telegram and YouTube. Added Uzbek-language creatives for the new market.
What is inside each issue
Regulator changes
What took effect, what was adopted and what is still a draft — by country and region, with a recommendation on what to do.
Platform rules
New limits, formats and certification requirements from Meta, Google, TikTok, Telegram and others. What affected our clients and how we worked around it.
Event and number of the month
One event that moved deposits and one number that shows where the market is heading.
What we changed in media plans
Concrete actions we took based on the changes: where we moved the budget, what we recalculated, what we added.
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