Google to Allow Gambling Ads in Ukraine Starting July 14

Google will start to let gambling ads run in Ukraine from July 14, 2025. This change will apply to advertisers who have the right state licenses and have received Google’s approval. This new rule shows how Google aims to make its ad policies fit with each country’s laws. This shift has a big impact on Google’s overall plan for ads.

Google Requires Dual Approval for Gambling Ads in Ukraine

The announcement came on June 30, giving gambling companies and ad agencies two weeks to get ready. This timeframe is much shorter than what other countries have done, showing how they want everyone to follow the rules. To qualify, advertisers need to get official approval from Ukrainian regulators. What is more, Google asks for a different permit for each type of gambling, like online poker, casino games, sports betting, and state lotteries, reported PPC Land.

After being certified, advertisers can use Google’s complete ad tools in Ukraine. This includes Search, YouTube, Discover, Google Play, and the Display Network. However, ads will target Ukrainian users, in line with Google’s usual rules for gambling content in different areas. Advertisers must also follow normal rules. These include targeting by age, adding responsible gambling warnings, and limiting content to protect young people.

Google’s certification works in two steps. First, advertisers need approval from the Ukrainian government. Then, they have to pass Google’s own certification. Google has already used this method in other regulated markets like Germany, Brazil, and Peru. Advertisers must keep following the rules. If their license status changes, they might need to get certified again or have their ads stopped.

Ukraine’s Licensing Rules Open Doors for Gambling Aggregators

Unlike Brazil, which bans aggregator platforms, Ukraine’s policy allows aggregators to take part, as long as they have the right licenses. This difference creates opportunities for local and international companies in the aggregator field.

The Ukrainian gambling industry will see more digital marketing as companies adapt to the new rules. Big firms with enough money might get a head start by finishing the certification process, while smaller companies could struggle because getting multiple licenses is tough and expensive.

Google‘s change shows how it handles regulated markets: it enters after clear laws are in place. This approach makes sure Google follows the rules while growing its ad reach in places where the government watches over the gambling industry. Gambling companies wanting to advertise right away need to move fast, since getting certified involves two steps and might take a few weeks. Google says it will update its Gambling and Games policy page with new information for Ukrainian advertisers as we get closer to the start date.