Google Opens More Markets to Gambling Advertising But Tightens Ad Certification Rules

Google will open more markets to gambling ads through Google Ad Manager from August 10, 2026. One month later, Google Ads will apply stricter certification and compliance checks to operators and marketing agencies.

Good to Know

• Google Ad Manager will add 16 gambling advertising markets.
• New Google Ads certification rules start September 14, 2026.
• Repeated policy breaches may cost advertisers their approval.

Wider Access Comes With Tougher Checks

Authorized buyers will gain access to the Philippines, Argentina, Australia, Brazil, Canada, France, Germany, Hong Kong, Japan, South Korea, New Zealand, South Africa, Spain, Sweden, Switzerland and the United Kingdom.

The August update covers Google Ad Manager Authorized Buyers only. Eligible buyers will no longer need Google certification for each end advertiser served through the program.

Approved content includes online casinos, sportsbooks, bingo, slots, lotteries, sports betting and games that use virtual currencies with real-world value. Every campaign must still follow local gambling laws and advertising standards.

Publishers in the added markets may receive more gambling display ads. However, Google Ad Manager brand protection tools will still let them block selected categories.

Google Ads will take a different approach from September 14. Advertisers must meet wider certification standards and maintain what Google calls “good policy health.”

Google will review gambling licences alongside past platform compliance. Operators with repeated violations may lose certification or fail to secure approval.

Marketing agencies also face account-level checks. Breaches across several managed accounts could affect certification for the wider manager account.

The two updates create separate routes. Google Ad Manager gives authorized buyers wider publisher access, while Google Ads raises the compliance bar for operators, affiliates and agencies.

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