Google to launch new guidelines regarding gambling advertising

Following the political trend of regulating advertising for gambling, sports betting, fantasy sports, and sweepstakes, Google is introducing new rules effective April 14, 2025. The updated policy covers both online and offline gambling.

To advertise through Google services, advertisers must be certified by Google and, of course, licensed by the relevant local authorities. To apply, follow this link.

The official documentation outlines 4 main cases:

Google continues to accept responsible advertising campaigns for such products, provided that advertisers comply with local regulations.

Still permitted under local regulations:

• Advertising for bookmakers, casinos, gambling websites, bingo apps, slot apps, online sports betting, and virtual currency-based games.
• Advertising for affiliate websites or aggregators that provide comparisons of gambling services and providers.

However, destinations featuring content that promotes online gambling and games of chance must not themselves offer gambling services or link to such services they own. Additionally, they may not promote gambling activities that do not comply with the target country’s specific legal requirements. Consequently, all promoted products must have the appropriate authorizations or licenses for the respective country.

Not permitted:

• The promotion of online gambling and games of chance content, except when published by affiliate sites or aggregators that provide information or comparisons.
• Promoting mahjong with monetary exchange in the Asia-Pacific region

Let’s deep dive a bit with specific geos, such as:

Gambling Advertising policy for the US.

Gambling Advertising policy for Mexico

In Mexico, promoting affiliates assets or operators websites and apps is authorized by Google. But, they must publish a warning on gambling harms and that gambling is not for minor.

Gambling Advertising policy for India

In India, the only one product allowed to be promoted is Rummy. Affiliates won’t be able to obtain the Google Ads certification.

Advertising for retail sportsbooks and land-based casinos remains permitted through Google Ads services, except in the following countries:

Banned countries: Bulgaria, China, Estonia, Egypt, Hong Kong, India, Indonesia, Italy, Korea, Lithuania, Malaysia, Morocco, Northern Ireland, Philippines, Singapore, Taiwan, Thailand, Turkey, Ukraine, United Arab Emirates, Vietnam.

3. Online non-casino games (DFS, fantasy, chess, Video games)

Any online games unrelated to casinos, where prizes or valuable rewards are involved and the outcome is not determined by chance, are still permitted. However, for some games, Google Certification is required.

Not Authorized:

• Games typically played in casinos.
• Games that require local licensing.
• In Brazil, India, the Netherlands, or the U.S., any game other than those explicitly requiring certification (e.g., social casino games, gambling, or Daily Fantasy Sports), where local law classifies them as gambling.

4. Social Casino Games

Advertising for social casinos is only permitted in certain countries, including:

Allowed countries:
Australia, Austria, Brazil, Bulgaria, Canada, Colombia, Czech Republic, Denmark, Finland, France, Germany, Greece, Hong Kong, Hungary, India, Ireland, Israel, Japan, Korea, Latvia, Lithuania, Malaysia, Mexico, Mozambique, Netherlands, New Zealand, Nigeria, Norway, Peru, Portugal, Romania, Serbia, Slovakia, South Africa, Spain, Sweden, Switzerland, Taiwan, Thailand, United Kingdom, United States, Vietnam.

Restrictions:

• Social casino affiliate websites or aggregators are not permitted to advertise through Google Ads.

GADS certification requirements

To obtain GADS certification, businesses must comply with the following requirements:

• Games must include a disclaimer stating they are intended only for users of legal gambling age and must not target minors.
• Where applicable, advertisers must hold a valid local license for distributing their games in the targeted country.
• Games must clearly state that they do not offer or promote real-money gambling and do not provide prizes of real-world value.
• Advertisers must disclose on the landing page or in the ad if the game includes in-app purchases.
• Ads, websites, or apps must not use logos, names, or trademarks associated with real-money gambling brands.

What does it change for the iGaming and Gambling industry ?

Promoting gambling products and affiliate contents through Google have always been quite specific. But with the needs to get a certification from Google, that will review the License of the advertiser (and of the agency); it looks like that it’s supposed to have less illegal ads, reducing potentially the CPC.

On top of that, Paid media agencies will have a new asset to value in terms of M&A opportunities, with the Google Ads Gambling Certification. It is likely to reduce the potential advertisers.

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