The new "Gambling and Betting Policy" will take effect from April 2025.
Google announced a major update to its gambling and betting policy that will come into effect on April 14, 2025. These new policies regarding gambling advertising could affect the dynamics of affiliates in regulated markets.
This review will include modifications to the specific guidelines for each country, in addition to incorporating more detailed explanations about the different categories of gambling and betting.
Google has made a preview of the updated policy available, allowing users and advertisers to familiarize themselves with the changes before they are officially implemented.
The company also reported that any other changes to the gambling and betting policy that may occur before April 14 will be included in the final update if it comes into effect on that date or earlier. In addition, Google ensures that changes will be notified according to its standard processes, thus ensuring transparency and clarity in the application of its regulations. This gives advertisers the opportunity to review the changes before they take effect, allowing for any necessary adjustments.
For companies promoting online games, it is essential that they only target approved countries. They must also consistently display messages about responsible practices and, moreover, take care to avoid any type of marketing aimed at minors.
Regarding online game ads, an in-depth analysis will be applied. They will only be allowed in countries that meet strict certification criteria, covering areas such as online casinos, sports betting, and lotteries.
In addition, content promoting online games, such as affiliate websites, must comply with local regulations. Therefore, they must avoid links to unlicensed gaming services, thus ensuring safety and transparency.
For offline ads, such as the promotion of physical casinos and poker tournaments, restrictions will continue to vary according to the specific rules of each country.
In particular, promotions of social casino games will now require proper certification, explicitly detailing that they do not involve real money games. This approach aims to ensure that the public is fully aware of the nature of the games.
Finally, Google emphasized the importance of strictly complying with certification requirements. Advertisers who commit repeated violations or provide misleading information in certification will face permanent bans from advertising on the platform.
All advertisers wishing to promote content allowed under the new policy must apply for and obtain the necessary certification from Google. The Google Ads Gambling and Betting Policy page will provide more information and details on how advertisers can apply for such certification.
