A client sends a licence document and asks you to launch ads tomorrow. The brief has no exact product description, no target country and no ad tool. You cannot say which version of the offer the document covers or which confirmations are still missing. The media plan starts with that gap; the budget can wait.
Crypto, Web3 and gambling get lumped together whenever people talk about risk, but the labels hide different user actions. Reading an article about a technology, exchanging assets and placing a bet in a game are three different actions, and the products behind them are described differently. The team needs a scope it can verify: what the person gets, from whom, on what terms and through which channel they arrived.
Clarify the offer’s scope
| Field | What to clarify |
|---|---|
| Product | Exact offer description |
| Market | Target country |
| Channel | Chosen advertising tool |
Then it is clear which offer version the document covers and which confirmations are missing.
Describe the actual offer
Before any budget talk, write down the operator, the product address, the user action and the material terms. The page should show the same service, costs and restrictions that the ads will describe. If the document was issued to another operator or for another product, record that as a question for the responsible person on the client's side.
Add the country, language, audience, ad tool, domain and ad version. If the client says the last campaign was already approved, compare it against these fields: what stayed the same, what changed and who assessed the change. "Approved" without saying what exactly was approved leaves you too much guesswork.
Keep the conditions in a working table. One row is about the operator's status, another about the platform's requirements, a third about the copy and the audience. Each row has a field for the supporting document, an owner and a status. No confirmation means the row stays open, however much the client is in a hurry.
A qualified specialist reaches the legal conclusion from the official texts that apply to the product and market. The team checks the ad platforms' rules itself. If the project has none of these materials, it is too early to talk about a media plan.
Review advertising-platform conditions separately
As of 15.10.2026, Kazakhstan is not on Google Ads' country lists for crypto exchanges and wallets or for gambling. Meta allows online gambling ads only with its written authorization and a licence for the target territory (Meta help page).
Kazakhstan's law On Advertising (as amended up to 17 May 2026) bans advertising for online casinos (Art. 6, para. 5-1). A bookmaker's ad may contain only its name, trademark, address, website and licence details (Art. 13, para. 1-5). Guaranteeing income from digital assets is prohibited (Art. 14, subpara. 2). This is not legal advice.
Record each basis you find together with its scope and the date you checked it. Platform rules change, and a note saying "Google allows it" with no date is worthless six months later. Where a platform requires its own confirmation, the record needs both the outcome and the offer version it applies to.
When the product or geography changes, the earlier decision goes back for review. Agree in advance who notices such changes and who can stop ad preparation. Otherwise the client's manager changes the page while the media buyer keeps working from an outdated brief.
Compare the claim with the user's action
Test the offer against real scenarios. If an ad calls the product "risk-free", the team has to say what happens when the asset's price falls, a technical fault occurs or withdrawals are restricted. If the copy promises more than the terms support, the wording changes before placement.
A technical audit has limits too: a component, a version and the question examined. In the ad, say what exactly was audited and do not turn the audit into a general "safe". Readers should understand what work was done and which decisions remain theirs. A collection of success stories does not replace a description of possible outcomes, bad ones included.
For a gaming product, tell a bonus apart from money the user can withdraw. In our reading of Art. 13, para. 1-5, a bookmaker's ad in Kazakhstan has no room for a bonus: it may carry only the name, trademark, address, website and licence details. In markets where an ad may mention a bonus, its restrictions are disclosed next to the offer itself. Do not present betting as a way to solve money problems.
Read the ad together with the landing page and the screen after it. The ad may be careful, while after the click the person meets a promise nothing supports. That is why the review covers the whole path the audience will see, affiliate material included.
Retain versions of affiliate material
An affiliate can easily cut an explanation down to a promise the team never approved. To keep control, store the material itself, the placement address, the landing page and the agreed terms. Then, if a complaint or a discrepancy comes up, you can show which version the person saw.
If a claim is unsupported, the responsible person gets the task of taking that placement down and fixing the material. Then the team looks for other live versions with the same wording. Moving to a new domain so the review will not notice is evasion, and it does not solve the problem.
An educational title is assessed together with the content. A technology review may lead to buying the product, and a "community" Telegram channel may hand out affiliate links. Describe the action the material really invites and send exactly that for approval.
Calculate the result after quality checks
Take a campaign whose amounts and results are illustrative. It spent 500,000 ₸, and 100 registration records appeared in the system. The team first removed 20 duplicates and split the remaining records like this: 30 registrations outside the product's conditions, 10 awaiting review and 40 unique users who passed it. The groups do not overlap.
One registration record cost 500,000 / 100 = 5,000 ₸. Each user who passed the review carries 500,000 / 40 = 12,500 ₸. The second calculation uses a later result, while the numerator still holds the whole budget, including the money spent on unsuitable traffic.
Keep those awaiting review as their own group. Do not count them as eligible in advance or label them fraud: so far you know neither. Compare campaigns at the same time since registration. A newer campaign may have more unfinished checks simply because its records are younger.
Passing the review does not tell you whether the person will use the product or whether they will pay back. Count money users deposit into an account separately from the operator's revenue. Payback needs actual income, costs and refunds over an agreed period. Registration or deposit counts do not replace that calculation.
A person who asked for self-exclusion from a game is removed from win-back campaigns and passed to the support process set up for it. Signs of possible harm are handled without regard to the growth plan. The wish to raise a user's spending must not push work on such requests aside.
Exercise: complete the brief before the media plan
In the exercise brief the market is simply called A. The operator's status has been checked, but the ad-platform approval that this example requires has not been obtained yet. An affiliate suggests taking another domain with the same material. Write down the open question, the owner and the outcome after which the launch can come back on the table. Then make the same record for your own project, if it works in this area.
Another domain adds nothing to an approval that does not exist. The record needs the product, market, channel and the confirmation required. Until the owner has obtained it, the placement does not launch. If the client wants to move to a different channel, that channel has its own conditions, and they are reviewed from scratch.
The campaign report needs the same precision. 100 records and 40 users who passed review give 5,000 and 12,500 ₸ for different results, and the client should see both figures. Tie the next budget decision to traffic quality, completed checks and the product's economics. If only the top-line number grows in the report, the client's main questions stay unanswered.