Google set to introduce new gambling advertising requirements in October

Google is preparing to change how gambling advertisers qualify for certification, with updated requirements scheduled to take effect in October 2026.

The changes form part of an update to Google's Gambling and Games advertising policy announced on 14 September. The revised framework introduces additional compliance requirements for advertisers operating across regulated gambling markets.

Local licences become central to certification

Under the updated requirements, gambling advertisers must hold a valid licence in each market they want to target through Google Ads. They will also need to provide evidence of that licence during the certification process.

Advertisers targeting several countries will need to submit separate certification applications for the relevant markets. The approach reflects differences between national gambling laws, meaning approval in one country does not automatically allow an advertiser to promote the same product elsewhere.

The rules are particularly relevant to operators and affiliates targeting multiple Asian markets, where gambling products permitted under one regulatory framework can remain restricted in another.

Google already prohibits certain forms of offline gambling advertising in several Asian markets, including India, Indonesia, Malaysia, the Philippines, Singapore, Thailand, Vietnam and the UAE.

Other jurisdictions allow advertising for specific gambling products under defined conditions. In Thailand, for example, permitted categories include state lotteries and horse racing, while Vietnam allows advertising connected with authorised Vietlott lottery operations.

New requirements for gambling affiliates

Affiliates and aggregators promoting gambling services will also face specific certification requirements under the revised framework.

Google requires affiliate websites to direct users only to gambling businesses that hold the necessary authorisation in the relevant market. Affiliates must also clearly indicate when links send users to licensed gambling operators.

The gambling websites used as destinations must meet Google's own requirements as well. These include displaying relevant licensing information, age restrictions, responsible gambling information and applicable terms and conditions.

Manager Accounts could face wider consequences

The changes also introduce a potential compliance issue for agencies and affiliate networks managing several gambling advertisers through Google Ads Manager Accounts.

Google states that a Manager Account could lose the ability to apply for new gambling certifications when the accounts under its management repeatedly breach gambling advertising policies or experience a significant number of certificate revocations.

This creates a broader compliance concern for agencies managing campaigns for multiple operators. Repeated problems across several client accounts could therefore affect the wider management account rather than remaining limited to an individual advertiser.

Social casino advertising remains separate

Google continues to distinguish social casino advertising from campaigns promoting online gambling for real-world value.

The social casino framework covers markets including India, Hong Kong, Malaysia, Thailand, Vietnam, Taiwan and South Korea. These games can replicate gambling mechanics but do not provide players with anything of value.

Advertisers promoting social casino products must also obtain certification under the separate framework rather than relying on certification used for online gambling campaigns.

What the October changes mean for advertisers

The revised requirements will add another layer of checks for operators, affiliates and agencies seeking to run gambling campaigns through Google Ads.

Businesses working across several Asian markets will need to pay particular attention to local licensing requirements and the certification process for each country they target.

Agencies and networks managing multiple advertiser accounts will also need to monitor compliance across their portfolios, as repeated policy violations could have consequences beyond an individual account.

The practical effect of the changes will become clearer after the revised rules take effect in October, particularly as Google applies the requirements across markets with different gambling laws and licensing systems.