Google updates gambling advertising policy to exclude unregulated operators

Google has updated its policy for sports betting and online gaming advertisements in Brazil, prohibiting operators without a license issued by the country's government from advertising on its platform.

Announced on Tuesday, the tech giant's new policy determines that only licensed entities can advertise on its platform, seeking to ensure that only those operators that comply with the Secretariat of Prizes and Betting's (SPA) rules are featured.

“As of January 1, 2025, all advertisers offering online sports betting and fixed-odds games in Brazil must provide a valid license from the Ministry of Finance (MF) to maintain their certification for online gambling," the updated policy reads.

“If you were previously approved based on a pending license, you will need to submit your definitive license now. If you do not have a valid license from the Brazilian Ministry of Finance, you must stop advertising with us as of January 1, 2025, and your certification will be revoked in January.”

In addition to having a license issued by the Ministry of Finance's SPA, operators must also register on the platform to obtain a valid certification from the tech giant to continue advertising. You can read the full updated policy here.

Google's new rules are in line with the SPA's own policies on advertising. The Secretariat is seeking to allow only those companies authorized by the government to run advertising campaigns in the country as of January 1, the date on which Brazil's regulated market is set to launch.