Google is preparing to roll out a significant update to its gambling and gaming advertising policy, introducing stricter compliance measures for advertisers worldwide. Scheduled to take effect on April 14, 2025, the update reinforces Google’s commitment to responsible advertising and regulatory compliance across jurisdictions.
The changes will impact gambling-related advertising on Google Ads and associated platforms, requiring advertisers to adhere to more defined regulations, licensing requirements, and content restrictions.
Clearer Definitions for Gambling Related Content
There’ll be no more ambiguity concerning gambling and gambling-related content. Following the update, all content that promotes gambling services will be viewed as such. This categorization ensures that service providers, such as affiliate websites, clearly define their roles. For example, an iGaming affiliate focusing on Google Pay casino options must make sure its content remains strictly informational rather than promotional.
Jurisdiction Specific Regulations to be More Defined
Google is more than ever very intentional about preventing the violation of local laws of different jurisdictions. The new update will outline what’s permitted in various countries to guide advertisers on what’s allowed. In some countries like Egypt, Bulgaria, and China, gambling is outrightly banned, while in some countries certain forms of the business like lotteries and sports betting are tolerated. Having such knowledge will help advertisers to tailor their campaigns in accordance with the country’s law and to obtain any necessary licenses where it’s required.
Mandatory Certification for Social Casino Game Advertisers
Previously, social casino games were not subject to the same scrutiny as real-money gambling platforms. However, Google now recognizes their growing influence and has introduced mandatory certification requirements:
- Certification requirement for any advertiser promoting social casino games.
- Separation of advertising accounts – Agencies can no longer use the same Google Ads account to promote both social casino games and real-money gambling platforms.
- Failure to comply may result in ad restrictions or account suspensions.
This move aligns with Google’s broader efforts to prevent deceptive marketing practices and ensure users are fully aware of the content being promoted.
Stricter Licensing and Compliance Checks for Gambling Advertisers
Under the new policy, advertisers must prove they are authorized to provide gambling or gambling-related services in a given region. This means:
- Submitting valid licenses from relevant regulatory bodies.
- Keeping licensing information updated – Expired or revoked licenses must be reported to Google immediately.
- Failure to comply may result in ad disapprovals, account suspensions, or permanent bans.
By implementing these stricter compliance measures, Google aims to create a more transparent advertising ecosystem for gambling related content.
Egregious Violations May Lead to Immediate Account Suspensions
Google will no longer handle bad actors with kid gloves. Any gambling operator that makes it a habit to go against the updated policies will be booted out of the advertising program to give room for those who will comply with all regulations. Harsh penalties like ad suspension, account suspensions, or permanent bans await any agency that’ll treat the updates lightly. More interesting is that anyone banned will be unable to appeal, thereby making compliance non-negotiable.
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