Google expands gambling ads across 37 markets with stricter advertiser rules

Google has announced significant updates to its policies governing gambling ads, introducing broader access to its programmatic advertising network while strengthening certification requirements for advertisers using Google Ads. The changes represent two separate policy updates that affect different parts of Google's advertising ecosystem and are intended to balance increased market access with stronger compliance standards.

Beginning on 10 August, Google will allow authorised buyers to deliver online gambling and social casino advertisements across 37 eligible territories through its Authorised Buyers programmatic marketplace. Later, from 14 September, the company will implement stricter certification requirements for gambling advertisers using Google Ads, placing greater emphasis on regulatory compliance, licensing status and advertiser history.

The updates reflect Google's continued effort to maintain responsible advertising practices while supporting regulated gambling operators that meet legal and policy requirements in the jurisdictions where they operate.

Google updates its gambling advertising policies

The first policy update focuses on Google's programmatic advertising platform, which enables automated buying and selling of digital advertising inventory between publishers and advertisers.

According to Google's announcement, authorised buyers will be able to serve gambling-related advertisements across a broader range of regulated jurisdictions without requiring individual end advertisers to complete a separate certification process for programmatic placements in those eligible markets.

This adjustment applies only to Google's Authorised Buyers platform. It does not alter the existing certification requirements that apply to advertisers using Google Ads directly.

By separating the programmatic framework from the Google Ads certification process, Google aims to simplify campaign delivery for authorised intermediaries while continuing to enforce compliance through its broader advertising policies.

Expansion covers 37 eligible territories

The revised programmatic policy applies to the following territories:

Argentina, Australia, Austria, Belgium, Brazil, Canada, Czechia, Denmark, Finland, France, Germany, Greece, Hong Kong, Hungary, Ireland, Israel, Japan, South Korea, Latvia, Mexico, the Netherlands, New Zealand, Norway, Peru, the Philippines, Portugal, Romania, the Russian Federation, Serbia, Slovenia, South Africa, Spain, Sweden, Switzerland, Taiwan, Turkey and the United Kingdom.

Publishers operating within these markets may begin seeing additional gambling advertising demand once the policy becomes effective on 10 August.

However, Google has made clear that expanded eligibility does not replace or override national gambling legislation. Advertisers remain responsible for ensuring that every campaign complies with applicable laws and regulatory requirements in each jurisdiction where advertisements are displayed.

Types of gambling products included

The updated framework applies across a broad range of regulated gambling products and related services.

Eligible categories include:

• Online casinos
• Sports betting
• Sportsbooks
• Online bingo
• Online slot games
• Online lottery products
• Social casino games
• Games using virtual currencies with real-world value
• Games involving in-game items that hold monetary value

Google stated that advertisements promoting these products must continue to comply with local regulations alongside Google's own advertising standards.

The company also expects advertisers and intermediaries to understand licensing requirements before launching campaigns in any jurisdiction covered by the expanded policy.

Programmatic advertising continues to operate within existing safeguards

Although Google is increasing market availability, the company has not removed the compliance mechanisms already built into its advertising systems.

Its existing Authorised Buyers gambling policy uses jurisdiction-specific approval tables that determine where gambling creatives may be shown.

Advertisements targeting countries outside approved markets continue to be disapproved in most circumstances.

Limited exceptions remain available through certain publisher arrangements, including preferred deals and Programmatic Guaranteed agreements where publisher block override settings have been enabled.

These controls remain unchanged under the latest policy revision.

Google also confirmed that publishers will continue to have access to content management tools within Ad Review Center.

These controls allow publishers to:

• Block individual advertisers
• Restrict specific authorised buyers
• Exclude gambling categories where appropriate
• Manage sensitive advertising categories
• Review advertisements before publication

These features provide publishers with continued flexibility over the types of advertising displayed on their websites.

Higher certification standards arrive in September

A second policy change takes effect on 14 September and specifically affects advertisers using Google Ads.

Unlike the August programmatic update, this revision strengthens Google's certification process for gambling advertisers.

The updated framework places increased emphasis on several compliance factors, including:

• Valid gambling licences
• Regulatory compliance
• Previous policy adherence
• Advertiser account history
• Ongoing compliance monitoring

Google has not indicated that all existing advertisers will lose certification. Instead, the company is raising the standards required for obtaining and maintaining certification within Google Ads.

The revised approach is designed to ensure that advertisers consistently demonstrate compliance with applicable laws alongside Google's advertising policies.

Why the policy changes matter

The gambling advertising sector continues to evolve as more jurisdictions establish regulated online gambling markets while strengthening consumer protection measures.

Technology platforms such as Google must regularly adapt their advertising policies to reflect changing legal environments across multiple countries.

By expanding authorised programmatic access while simultaneously increasing certification standards, Google appears to be pursuing two complementary objectives.

First, the company is making it easier for authorised intermediaries to deliver advertising across regulated markets.

Second, it is increasing scrutiny over advertisers seeking to promote gambling products through its primary advertising platform.

For licensed operators, the changes may create additional opportunities to reach consumers in eligible markets provided they maintain full compliance with local regulations and Google's advertising requirements.

For publishers, the update could increase advertising demand and potential revenue opportunities while preserving existing controls that allow them to determine whether gambling advertisements appear on their websites.

Compliance remains the central requirement

Despite broader programmatic access, Google's announcement consistently reinforces that legal compliance remains mandatory.

Advertising eligibility under Google's policies does not replace licensing obligations imposed by governments or gambling regulators.

Operators, affiliates, advertising agencies and authorised buyers must continue to assess each market individually before launching campaigns.

Failure to comply with local legislation or Google's advertising policies may still result in advertisement disapproval, account restrictions or certification issues.

Google also confirmed that the revised Authorised Buyers policy will become publicly available on its official policy pages when the changes take effect.

Conclusion

Google's latest policy updates represent a measured adjustment to its approach towards gambling ads. The company is expanding opportunities for authorised buyers to deliver regulated gambling advertising across 37 eligible markets while introducing stricter certification requirements for advertisers using Google Ads.

Rather than signalling a broad relaxation of gambling advertising rules, the changes reinforce Google's emphasis on responsible advertising, regulatory compliance and advertiser accountability. Licensed operators may benefit from wider programmatic reach, but success will continue to depend on meeting national legal requirements alongside Google's evolving advertising standards. As regulated online gambling markets continue to expand globally, these policy updates demonstrate Google's effort to support legitimate businesses while maintaining safeguards for publishers, advertisers and consumers.

FAQs

What changes has Google announced for gambling ads?
Google will expand programmatic gambling advertising across 37 eligible territories from 10 August while introducing stricter Google Ads certification standards from 14 September.

When will the new programmatic advertising policy begin?
The revised Authorised Buyers policy becomes effective on 10 August.

When will Google's new advertiser certification rules take effect?
The updated Google Ads certification requirements will apply from 14 September.

Does the policy affect Google Ads and Authorised Buyers equally?
No. The August update applies to Authorised Buyers while the September update specifically affects Google Ads certification.

Which gambling products are covered by the new policy?
The policy includes online casinos, sportsbooks, sports betting, bingo, slot games, online lotteries, social casino games and certain virtual currency games.

Will gambling ads become legal everywhere because of Google's update?
No. Advertisers must still comply with all applicable national laws and gambling regulations in every jurisdiction where advertisements are displayed.

Can publishers still block gambling advertisements?
Yes. Publishers retain access to Ad Review Center where they can block advertisers, restrict authorised buyers and manage sensitive advertising categories.

Why is Google increasing certification standards?
Google states that stronger certification helps ensure advertisers meet licensing requirements, comply with policies and maintain responsible advertising practices.

Will all gambling advertisers need licences?
Licensing requirements depend on the laws of each jurisdiction. Google's updated certification process places greater emphasis on valid licensing where applicable.

Does the August update remove all certification requirements?
No. The August update removes certain certification requirements for end advertisers within the Authorised Buyers programmatic framework only. Separate Google Ads certification requirements continue to apply.