Google is set to implement more stringent certification and compliance standards for gambling advertisers utilizing Google Ads. Concurrently, the company is broadening the markets where authorized buyers can place gambling-related ads through Google Ad Manager.
The updated Google Ads Gambling and Games policy will be effective from September 14, 2026. These changes focus on the qualifications of advertisers rather than the regions where gambling ads can be displayed.
Advertisers will need to meet enhanced certification criteria and uphold what Google refers to as “good policy health” to maintain their approval status. The evaluation will take into account the operator’s licensing situation and their history of adhering to platform policies.
Those operators with a history of violations or poor compliance may face certification denials or have their existing approvals revoked. Marketing agencies managing multiple accounts will also undergo increased scrutiny; repeated infractions across these accounts could jeopardize their certification eligibility.
Before these changes come into effect, Google will extend the jurisdictions covered by its Google Ad Manager Authorized Buyers policy starting August 10. As reported by Yugatech, Google has informed its partners that authorized buyers will be allowed to advertise online gambling and social casino gaming in new markets.
The expansion will include countries such as the Philippines, Argentina, Australia, Brazil, Canada, France, Germany, Hong Kong, Japan, South Korea, New Zealand, South Africa, Spain, Sweden, Switzerland, and the United Kingdom. Buyers in the Authorized Buyers program will no longer need to obtain Google certification for end advertisers.
This policy encompasses ads for online casinos, sportsbooks, bingo and slot machine platforms, online lottery services, sports betting, and games involving virtual currencies with real-world value. All advertising must adhere to relevant local laws, regulations, and industry standards.
Google clarified that the changes in August pertain solely to the Google Ad Manager Authorized Buyers policy and do not affect other advertising frameworks, including the Google Ads Gambling and Games policy. Consequently, publishers in the newly added jurisdictions may see an increase in gambling-related display ads, although they can still block specific ad categories using Google Ad Manager’s brand protection features.
In summary, the updates in August and September will not only enhance access to Google’s publisher network but also intensify scrutiny on advertisers’ compliance records. Licensed operators, affiliates, and marketing agencies will have more chances to engage consumers, but ongoing access will increasingly hinge on adherence to advertising regulations and platform standards.