Whatsapp business messaging policy updated: No alcohol ads; RMG allowed

Meta has clarified that India is not among the alcohol-allowed countries on Whatsapp business messaging, given that any form of alcohol advertising, including surrogate advertising, is strictly prohibited in the country.

Meta has updated its Whatsapp business messaging policy to allow companies in regulated sectors, such as alcohol, online gambling and over-the-counter drugs, to use the Whatsapp business platform for promotional messaging in India, APAC and LATAM.

Earlier, reports had stated that from August 27, 2024 onwards, WhatsApp Business Platform can be onboarded by businesses in India for sending out messages related to alcohol, along with real money gambling as well as over-the-counter products.

In it further guidance on regulated verticals, the updated policy states within real money gambling and gaming, if the particular country or region prohibits certain activities, such as gambling, games of chance, and/ or any other related activities (as in the case of India) then the use of business messaging should not include such prohibited activities and should only include those activities which are lawful.

The updated policy further states that Whatsapp business messaging that promotes online gambling and gaming must comply with all applicable local laws, required or established industry codes, guidelines, licences and must comply with age and country requirements consistent with applicable local laws. Whatsapp prohibits sending messaging to people under 18 years of age.

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Alcohol, real money gaming ads on Meta platform in India from Aug 27