Google tightens gambling advertising rules, adds stricter compliance measures

Google has announced a significant update to its Gambling & Games advertising policy, introducing stricter definitions, country-specific restrictions, and expanded compliance requirements for advertisers. The revised policy will take effect on April 14.  

The updated rules aim to clarify what constitutes gambling-related content, tighten licensing requirements, and improve enforcement measures to prevent violations.  

Under the new policy, any website linking directly to online gambling or facilitating gambling services will be categorized as gambling-promoting content. Affiliate and aggregator websites will be restricted to providing only informational or comparative content about licensed gambling services.  

Google will also explicitly list countries where gambling ads are banned, such as Bulgaria, China, and Egypt, replacing its previous broad “country restrictions” framework.  

The policy introduces new certification requirements for social casino game advertisers, who must now apply for certification and maintain separate accounts if they also promote real-money gambling.  

Additionally, real-money gambling ads within social casino games or their associated websites will be strictly prohibited. Violators will face “egregious” classification, leading to immediate and permanent account suspension.  

Google’s updated rules also place a formal ban on Mahjong gambling in the Asia-Pacific region. Previously, this activity was not explicitly restricted.  

The policy will also broaden the definition of online gambling to include casino-style games that use virtual currencies or in-game items with real-world value, even if they do not offer direct cash payouts.  

The new policy places greater emphasis on valid licensing, requiring advertisers to immediately notify Google if their gambling licenses are revoked, suspended, or terminated. Attempts to serve gambling ads without valid documentation could result in account suspension.  

Google also warned that severe or repeated violations of the gambling ad policy may result in permanent bans, signaling a zero-tolerance approach to non-compliance.  

Companies promoting gambling-related content will need to:  

• Ensure their licensing is up to date and report any changes to Google. 

• Obtain the necessary certifications based on the specific gambling category and targeted regions.  

• Review the country-specific restrictions to avoid ad disapprovals.  

• Comply with the stricter rules on social casino games to prevent penalties.