Last July, we reported on Google’s decision to allow gambling ads in Ukraine, a historic announcement applicable to advertisers with suitable state licenses and the giant’s approval.
Now, it’s time for Belarus, a country with a unique licensing system that features commercial gambling and separately owned and governed state lotteries, to follow the same path.
Four Categories of Ads
Starting January 22, 2026, domestic operators holding the proper licenses issued by Belarusian authorities, in line with Google’s gambling policy framework, will be given freedom to pick one of four available categories of gambling ads.
The first category is represented by online poker games, which are explicitly permitted in the country. The second and third categories are sports betting and online casino games, which are authorized for operators with valid licenses.
Finally, the fourth category of ads will include state lotteries, as per Google’s global practice of enabling government-sanctioned lottery promotions with proper oversight.
Requirements for Operators
Online poker, sports betting, and casino operators fall under the Ministry of Taxes and Duties, while lotteries require authorization from either the Office of the President or the Ministry of Sport and Tourism.
According to Google’s new policy announced on January 6, this will create two distinct compliance paths depending on the gambling type. In other words, there will not be a single body overseeing all advertising certifications.
Gambling operators have roughly 10 days to complete Google’s certification process before running ads, including documentation that proves authorization from the relevant Belarusian authority.
Advertisers must also maintain certification throughout their campaigns and immediately report any license changes, suspensions, or terminations.
A recertification procedure is also necessary in case of ownership changes, the addition of fresh gambling verticals, or various licensing adjustments.
Google will also keep a close eye on compliance with content standards, as well as age-targeting restrictions, and responsible gambling messaging. Violations can result in immediate suspension of advertising privileges.
Geographic targeting rules restrict Belarusian gambling ads to the country itself, which means that operators will not be allowed to extend their campaigns across borders without obtaining distinct certification.
Licensed operators in Belarus can expect the latest policy to simplify their struggles to reach local audiences while staying within the global compliance framework of the company that has also recently opened advertising access to regulated prediction markets.