Google expands gambling ads to 16 markets, tightens advertiser certification

Google is preparing to impose stricter certification and compliance requirements on gambling advertisers using Google Ads, while separately expanding the markets in which authorized buyers may place gambling-related advertisements through Google Ad Manager.

Changes to the Google Ads Gambling and Games policy will take effect on September 14, 2026. The revised rules concern which advertisers are permitted to use Google Ads, rather than the jurisdictions in which gambling advertisements may be displayed.

Advertisers will be required to satisfy expanded certification standards and maintain what Google describes as “good policy health” to retain approval. The company will consider both an operator’s licensing status and its history of complying with platform policies.

Operators with repeated violations or poor compliance records may be refused certification or have existing approvals withdrawn. Marketing agencies overseeing multiple advertising accounts will also face additional scrutiny, with repeated breaches across manager accounts potentially affecting their eligibility for certification.

Before those changes take effect, Google will expand the jurisdictions covered by its Google Ad Manager Authorized Buyers policy from August 10. According to a report by Yugatech, Google informed Google Ad Manager partners that authorized buyers would be permitted to promote online gambling and social casino gaming content in additional markets.

The rollout will include the Philippines, Argentina, Australia, Brazil, Canada, France, Germany, Hong Kong, Japan, South Korea, New Zealand, South Africa, Spain, Sweden, Switzerland, and the United Kingdom. Eligible buyers serving advertisements through the Authorized Buyers program will no longer be required to obtain Google certification for end advertisers.

The policy applies to advertisements for online casinos, sportsbooks, bingo and slot machine websites or applications, online lottery products, sports betting, and games involving virtual currencies with real-world value. Such advertising must comply with applicable local laws, regulations, and industry standards.

Google said the August change is limited to the Google Ad Manager Authorized Buyers policy and does not alter other advertising frameworks, including the Google Ads Gambling and Games policy. Publishers operating in the newly added jurisdictions may consequently receive more gambling-related display advertisements, although they can continue blocking particular advertising categories through Google Ad Manager’s brand protection tools.

Taken together, the August and September updates expand access to Google’s publisher network while increasing scrutiny of advertisers’ compliance records. Licensed operators, affiliates, and marketing agencies will have additional opportunities to reach consumers, but continued access will increasingly depend on adherence to advertising rules and platform requirements.