Key points:
- Google’s updated 'Gambling and Games' policy takes effect on 14 April 2025, with revised country-specific guidelines
- The policy maintains strict certification requirements and emphasises responsible gambling practices
- Non-compliance may result in ad disapprovals, account suspensions or permanent advertising bans
Google has announced that it will implement updates to its 'Gambling and Games' policy on 14 April 2025. The revisions will include adjustments to country-specific guidelines and provide clearer definitions of various gambling-related categories.
The updated policy aims to enforce responsible gambling advertising. It requires gambling advertisers to comply with local regulations and maintain valid certifications where necessary.
Advertisers promoting online gambling, gambling-related content and social casino games must also ensure they target only approved countries, display responsible gambling information and avoid marketing to minors.
Good to know: A preview of the revised policy is currently available, offering advertisers an opportunity to review the changes before they take effect
A key aspect of the policy update is a more detailed breakdown of permitted and restricted gambling advertisements.
Online gambling ads will continue to be allowed only in specific countries where certification criteria are met – including online casinos, sports betting and lottery ticket sales.
Similarly, gambling-promoting content, such as affiliate sites, must adhere to local regulations and refrain from linking to unlicensed gambling services.
Offline gambling advertisements, such as those promoting physical casinos and poker tournaments, will remain subject to country-specific restrictions.
Additionally, social casino game promotions will require certification, with clear disclaimers stating that no real-money gambling is involved.
Advertisers must ensure compliance with Google’s certification requirements to avoid ad disapprovals or account suspensions.
Google has emphasised that repeated violations or false information in certification applications may lead to permanent bans from advertising on its platform.
