Google to Implement Stricter Rules on Gambling Advertisements

According to a new ruling by Google, Google Ads will introduce stricter certification requirements under its updated Gambling and Games policy, starting from March 23, 2026, which would have a noticeable effect on gambling-related websites. Advertisers operating in any gambling-related category will be required to maintain strong policy compliance to remain eligible for certification.

Google Is Preparing a New Gambling Ads Policy

A key focus of the update is eligibility. From March onward, advertisers seeking gambling certification must demonstrate a “healthy” policy record. Google will place greater emphasis on an advertiser’s overall compliance history, evaluating past performance, current adherence to policy, and ongoing commitment to meeting its standards.

In addition, applicants for certification must own the primary portion of their website’s domain name, known as the second-level domain. Websites that do not have a genuine or substantive connection to gambling activities will also be ineligible for certification to advertise gambling services.

Beyond advertiser compliance, Google is also tightening requirements around how gambling operations are hosted and structured. Websites may no longer be hosted on free platforms, operate as subdomains of third-party services, or lack a clear connection to a licensed gambling industry. Additionally, advertisers will no longer be permitted to own or operate multiple second-level domains for gambling advertising purposes.

Why Is Google Changing Its Policies regarding Gambling Ads?

While Google has not officially explained why it will be implementing these changes in less than two months, some industry experts speculate that it has to do with Europe’s increasing gambling advertisement oversight and regulations. Gambling advertising regulations across the European Union vary significantly, with each of the 27 member states applying its own standards for how the industry may promote itself. This diversity is further compounded when considering non-EU European countries such as the UK, Switzerland, and Norway, which operate under separate regulatory frameworks.

At the same time, Google is seeking to broaden its reach on the Old Continent and is further developing its gambling ads policies in different jurisdictions. For example, earlier this month, Google let operators in Belarus run gambling ads, a historic moment for the country’s complex gambling scene.

In conclusion, it could be argued that through these substantial changes, Google aims to ensure that gambling websites are directly operated by legitimate advertisers. In doing so, the company aims to reduce the risk of scams and misleading ads gaining visibility across its platforms, and subsequently fit into the increasingly stricter EU gambling regulations.