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Google has expanded its gambling advertising certification rules across every category covered by the Google Ads Gambling and games policy, increasing the compliance risk for agencies that manage multiple advertiser accounts.
Good to Know
- The wider certification rules took effect on September 14, 2026.
- Manager Accounts can lose access to new gambling certificates when managed accounts build up repeated revocations or gambling policy violations.
- Google still requires certified advertisers to use domains they directly own and control. Free subdomains and unrelated domains remain ineligible.
Google Extends Gambling Certification Rules
Google Ads now requires accounts across every Gambling and games category to meet its certification eligibility standards.
The September 14 change extends requirements introduced earlier in 2026 across the full policy. For operators, affiliates and agencies, account history now plays a larger role in whether Google allows new gambling certification applications.
Manager Accounts, commonly known as MCCs, create the main agency risk.
Google states that a Manager Account can lose the ability to apply for certificates across accounts under its management when a high volume of gambling or games certificates have been revoked. The same restriction can apply when many managed accounts violate gambling policy while relying on certification.
Existing certifications can also face revocation under the updated eligibility framework. Agencies running several gambling brands under one Manager Account therefore need to consider compliance across the entire account structure, rather than reviewing each advertiser in isolation.
Google said:
“Manager Accounts (MCCs) with repeated online gambling certificate revocations, or accounts under MCC management that are repeatedly flagged for gambling violations while using a certificate, will forfeit eligibility to apply for any new online gambling certificates and may have existing certifications revoked.”
Domain Rules Stay In Place
The September update does not introduce new domain ownership rules.
Google has instead repeated requirements already included in gambling certification applications. A certified domain must remain under direct ownership and control of the business. Sites hosted on free subdomains do not qualify, while domains with no connection to gambling also remain ineligible.
Google also requires advertisers to keep licensing and operational information current. Gambling advertisers must hold the required local licenses, while destination sites need relevant licensing details, age warnings, responsible gambling information and other required disclosures.
One area remains less clear. Google refers to repeated revocations and high volumes of violations but does not publish a fixed numerical threshold for when a Manager Account loses certification eligibility.
Agencies handling several gambling advertisers may therefore need tighter controls around account separation, certification status, landing pages and local licensing before adding clients to an existing MCC.
FAQ
When did the new Google gambling advertising rules take effect?
The latest certification expansion took effect on September 14, 2026 and applies across all categories covered by the Google Ads Gambling and games policy.
Can a Google Manager Account lose gambling certification access?
Yes. Google can remove eligibility when accounts under a Manager Account accumulate a high volume of certificate revocations or gambling policy violations while using certification.
Did Google introduce new gambling domain rules in September?
No. Google said the domain requirements already existed in its certification process. Businesses must directly own and control certified domains, while free subdomains and unrelated domains remain ineligible.
Can one account hold online gambling and social casino certification?
No. Google requires separate accounts for online gambling and social casino game certification.
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