Google has announced that it will update its "Gambling and Games" policy on April 14, 2025. The revision will include adjustments to guidelines for specific countries/regions and provide clearer definitions for various gambling-related categories.
The new policy aims to enforce responsible gambling advertising. It requires gambling advertisers to comply with local regulations and maintain valid certifications when necessary.
Advertisers promoting online gambling, gambling-related content, and social casino games must also ensure that they target only approved countries, display responsible gambling information, and avoid marketing to minors.
It is noteworthy that the revised policy is currently available for preview, and advertisers can review these changes before the policy takes effect.
A key aspect of the policy update is a more detailed segmentation of allowed and restricted gambling advertisements.
Online gambling advertisements are still only permitted in specific countries/regions that meet certification standards, including online casinos, sports betting, and lottery sales.
Similarly, content promoting gambling (such as affiliate websites) must comply with local regulations and may not link to unauthorized gambling services.
Offline gambling advertisements (such as those promoting physical casinos and poker tournaments) will continue to be subject to restrictions in specific countries/regions.
Additionally, promotional activities for social casino games need to be certified and clearly state that they do not involve real money gambling.
Advertisers must ensure compliance with Google's certification requirements to avoid ad rejection or account suspension.
Google emphasizes that repeated violations or providing false information in certification applications may result in a permanent ban on advertising on its platform.
