Google has announced significant changes to its Gambling and Games policy for the programmatic channel, effective August 10, 2026. This update, communicated to AdSense publishers, will allow online gambling advertisements, including social casinos, to operate in 37 new markets.
Among the countries included are Russia, the UK, Germany, France, the Netherlands, Brazil, Argentina, Mexico, Peru, Turkey, Japan, and South Korea. Previously, such advertisements were only available in select U.S. states and through Preferred Deals and Programmatic Guaranteed in other approved countries.
The updated policy now encompasses online casinos, betting sites, bingo and slot applications, online lotteries, scratch cards, and games with virtual currencies that hold real value. Notably, certification for end advertisers will not be required for these new markets, provided that the advertisements comply with local laws and industry standards.
However, the previous certification requirements will remain in place for the U.S. market. Google has warned publishers to expect an increase in gambling ads, which can be limited through blocking settings in AdSense.
In contrast, starting September 14, Google Ads will enforce mandatory certification for all categories under the Gambling and Games policy, with stricter account and MCC oversight.