Google updates gambling advertising policy

Google has announced updates to its ‘Gambling and Games’ policy, which will be implemented on April 14, 2025. 

The updates will include revisions to country-specific regulations and also feature more detailed definitions of various gambling categories. 

These changes are designed to give advertisers in the gaming sector greater clarity and enforce responsible gambling advertising. The policy will require gambling advertisers to follow local regulations and possess valid certifications.

Another part of the policy update necessitates gambling advertisers promoting gambling, and social casino games must only target approved countries, ensure they display responsible gambling information, and not market to minors.

In the two months before coming into effect, advertisers can view the updated policy to make sure they are aligned with the changes.

A cornerstone of the new policy is more detail on the gambling advertisements allowed and restricted. 

Online gambling commercials, including online casinos, sports betting, and lottery ticket sales, are still allowed in specific countries where certification criteria are met. Content promoting gambling, such as affiliate sites, must comply with local regulations and not include links to unlicensed gambling services.

Offline gambling advertisements, including those promoting poker tournaments and physical casinos, will still be subject to restrictions depending on the county and jurisdiction where they are located.

Promotions for social casino games will also require certification and must include disclaimers making it clear that no real-money gambling takes place.

If advertisers fail to comply with Google’s certification requirements, they risk ad disapproval or account suspension. A point of emphasis in the updated policy is that repeated violations or falsifying certifications could result in permanent bans from advertising on its platform.