Under a new ruling from Google, Google Ads will introduce stricter certification requirements as part of its updated Gambling and Games policy, effective March 23, 2026. The changes are expected to have a significant impact on gambling-related websites, as advertisers across all gambling categories will need to maintain strong policy compliance to remain eligible for certification.
Google Prepares to Roll Out a New Gambling Ads Policy
A central element of the update is advertiser eligibility. Beginning in March, advertisers applying for gambling certification will be required to demonstrate a “healthy” compliance record. Google will place increased emphasis on an advertiser’s overall policy history, taking into account past violations, current compliance, and an ongoing commitment to meeting its standards.
Certification applicants must also own the primary portion of their website’s domain, known as the second-level domain. Websites that lack a genuine or substantial connection to gambling activities will no longer qualify for certification to advertise gambling services.
Beyond advertiser compliance, Google is tightening rules around how gambling operations are hosted and structured. Gambling websites will no longer be allowed to operate on free hosting platforms, function as subdomains of third-party services, or lack a clear link to a licensed gambling operation. In addition, advertisers will be prohibited from owning or operating multiple second-level domains for gambling advertising purposes.
Why Is Google Changing Its Gambling Advertising Policies?
Although Google has not formally explained the reasoning behind these changes, which will take effect in less than two months, industry experts suggest they may be linked to increasing regulatory scrutiny of gambling advertising in Europe. Gambling ad regulations vary widely across the European Union, with each of the 27 member states enforcing its own standards. This regulatory complexity is further heightened by non-EU countries such as the UK, Switzerland, and Norway, each of which follows its own framework.
At the same time, Google appears to be expanding its presence across Europe while refining its gambling advertising policies in different jurisdictions. Earlier this month, for instance, Google began allowing gambling advertisements in Belarus, marking a significant shift in the country’s tightly regulated gambling environment.
Overall, these changes suggest that Google aims to ensure gambling websites are operated directly by legitimate and accountable advertisers. By doing so, the company seeks to reduce the risk of scams and misleading advertisements appearing on its platforms, while aligning more closely with increasingly strict European gambling regulations.
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20 Jul 2025
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