Google Ads Gambling Policy Guide

The Google Ads Gambling Policy sets strict rules for businesses advertising gambling products and services. Casino operators, sportsbooks, affiliates, and advertising agencies must meet Google’s requirements before running eligible gambling campaigns. In 2026, Google introduced additional certification standards covering advertiser eligibility, website compliance, licensing, and geographic restrictions. These changes affect both gambling operators and third parties promoting gambling-related services.

At Graphite Affiliates, our casino affiliate program operates within an industry where advertising regulations directly influence how gambling brands and their marketing partners reach audiences. Understanding Google’s requirements is essential for navigating advertising restrictions, maintaining compliance, and identifying eligible promotional opportunities.

This guide explains the current gambling advertising restrictions, the March and August 2026 policy updates, certification requirements, and country-specific rules. It also covers the implications for affiliates and the most common reasons Google rejects gambling advertisements.

What Is the Google Ads Gambling Policy?

The Google Ads Gambling Policy regulates advertisements promoting gambling activities, related services, and certain gaming products across Google’s advertising platforms. Google defines gambling broadly, covering activities involving something of value being staked on an outcome determined partly by chance, where participants can win something of value. This definition includes traditional gambling products such as online casinos, sports betting, lotteries, bingo, and real-money slot games.

Google also regulates gambling-promoting content, including websites that encourage participation in gambling activities without directly providing gambling services. Examples include casino review websites and aggregators that compare licensed gambling operators. Under Google’s official Gambling and Games Policy, advertisers must satisfy several fundamental conditions:

• Advertise only in approved geographic locations.
• Obtain the appropriate Google Ads certification.
• Meet applicable gambling licensing requirements.
• Display responsible gambling information.
• Prevent advertising from targeting minors.
• Ensure advertisements and landing pages comply with local regulations.

Google evaluates the advertised product, destination website, advertiser eligibility, and intended geographic market when determining whether an advertisement can run. Consequently, a gambling business may qualify for advertising in one country while remaining ineligible in another. Advertisers must therefore assess both Google’s general requirements and the rules governing their intended markets.

What Gambling Ads Does Google Allow?

Google permits selected gambling advertisements when advertisers satisfy its certification and geographic requirements. However, the permitted activities differ between online gambling, gambling-promoting content, and simulated gambling games. Understanding these distinctions helps businesses identify the appropriate certification category before preparing an advertising campaign.

Online Gambling Advertisements

Google supports advertisements for certain real-money gambling services in approved jurisdictions. Depending on the country, eligible products may include online casino games, slot machines, sports betting, bingo, poker, and lotteries. Advertisers must hold the required gambling authorisation for the targeted market, and the products they promote must fall within Google’s permitted categories.

For example, a casino operator licensed in one jurisdiction cannot automatically advertise in another country using the same licence. Google also restricts gambling products that are not specifically permitted under a country’s advertising requirements. Operators must therefore verify both local licensing and Google Ads eligibility before launching geographically targeted campaigns.

Gambling-Promoting Content

Google allows certain third-party websites to advertise information about gambling services. The permitted category specifically includes aggregator and affiliate websites providing information about, or comparisons of, other gambling operators. Examples include websites comparing licensed casinos, explaining gambling services, or reviewing eligible operators.

However, these websites cannot provide gambling services themselves or link to gambling services they own. They must also avoid promoting operators that lack the required authorisation in the targeted market. As a result, affiliate websites need to evaluate their commercial relationships, outbound links, and geographic targeting before seeking certification.

Social Casino Games

Social casino games simulate gambling without offering prizes of real-world value. Google treats these products separately from real-money gambling and applies different certification requirements. Eligible social casino advertisers must meet specific conditions, including age restrictions and disclosures explaining that their games do not offer real-money gambling or real-world prizes.

Importantly, Google prohibits advertisements promoting affiliate or aggregator content that directs users to social casino games. Advertisers also cannot combine online gambling and social casino certifications within the same Google Ads account. Businesses operating across both categories must therefore maintain separate advertising accounts and satisfy the relevant requirements for each.

Google Ads Gambling Policy Updates in 2026

Google introduced two important global certification updates during 2026, strengthening advertiser eligibility and website compliance requirements. The March update focused primarily on account policy history and domain ownership, while the August update introduced more detailed certification and destination standards. Together, these changes place greater responsibility on gambling advertisers to maintain accurate operational information and demonstrate continued compliance.

March 2026: Certification Eligibility Changes

On March 23, 2026, Google introduced additional requirements concerning advertiser policy history and domain ownership. The March 2026 policy update requires accounts applying for gambling certification to demonstrate good policy health. Google also strengthened its treatment of Manager Accounts, commonly called MCCs, which agencies use to manage multiple advertising accounts.

A Manager Account may lose certification privileges when significant numbers of managed accounts have gambling certificates revoked or violate gambling policies while certified. The update also emphasised existing restrictions on website ownership. Google does not offer gambling certification to websites hosted on free platforms or third-party hosting subdomains. Advertisers must also own and operate the relevant second-level domain, while websites unrelated to gambling remain ineligible.

These changes make account history and website ownership important considerations before submitting an application. Agencies managing multiple gambling advertisers must pay particular attention to the compliance status of their managed accounts. Repeated violations can affect certification eligibility beyond the individual account responsible for the original problem.

August 2026: Global Certification Requirements

On August 26, 2026, Google updated its certification applications and requirements for gambling-related advertisers. The August 2026 global update introduced stricter standards for licensing evidence, advertiser relationships, website disclosures, and certification maintenance. Advertisers must demonstrate that their gambling activities meet the licensing requirements of each targeted jurisdiction. When the relationship between an advertiser and gambling operator is unclear, Google may request supporting documentation.

Destination websites must also prominently display age restrictions, addiction resources, terms and conditions, and appropriate licensing information. For gambling affiliates, the update specifically requires promoted gambling operators to be fully licensed and authorised in the targeted geographic region. Affiliates that do not need their own gambling licence must also display a prominent footer statement confirming that their outgoing gambling links meet these requirements.

Another important change concerns recertification. Advertisers must recertify following material changes to information provided during their original application. Failure to do so can result in account suspension, making ongoing certification maintenance an important part of gambling advertising compliance.

March vs August 2026: Key Differences

Requirement	March 2026	August 2026
Main focus	Certification eligibility	Certification and website compliance
Account history	Stronger policy-health requirements	Continued certification compliance
Domain ownership	Ownership restrictions emphasised	Advertised domain and operator relationships
Licensing	Existing licensing obligations	More explicit evidence requirements
Website disclosures	Existing policy requirements	Detailed destination compliance standards
Affiliates	General certification eligibility	Specific authorised outbound-link requirements
Recertification	Existing certification rules	Explicit material-change requirement

Together, these updates place greater responsibility on advertisers to maintain accurate licensing, ownership, and operational information. They also make certification an ongoing obligation rather than a one-time approval process. Gambling businesses must remain compliant as their websites, partnerships, and advertising activities evolve.

Google Ads Gambling Certification Requirements

Google Ads gambling certification is the approval process advertisers must complete before running eligible gambling advertisements. Certification applies to the advertiser’s gambling category, advertised destination, and approved geographic markets. Applicants must satisfy Google’s eligibility standards and provide appropriate documentation supporting their advertising activities. Meeting these requirements does not automatically guarantee approval, as Google evaluates applications against its applicable advertising policies.

Licensing and Advertiser Eligibility

Advertisers must satisfy the licensing conditions of every country or region they intend to target. For gambling operators, this generally involves providing valid regulatory authorisation from the relevant authority. Google may also request documentation establishing the relationship between the advertising entity, gambling operator, licence holder, and advertised domain.

Affiliates may qualify without holding their own gambling licence where local requirements permit this. However, they must comply with the applicable rules governing promoted gambling operators and their target markets. A gambling licence issued in one jurisdiction does not automatically establish advertising eligibility in another, making geographic licensing verification essential.

Website and Landing Page Requirements

Google requires gambling advertising destinations to display important regulatory and consumer information. These disclosures help users understand the nature of the advertised gambling services and identify the responsible business. Websites must provide accurate information that reflects their advertising activities and relevant licensing arrangements.

Required destination information includes:

• A prominent gambling age warning.
• Information about responsible gambling.
• Resources addressing gambling addiction.
• Accessible terms and conditions.
• Appropriate gambling licence disclosures.
• A privacy policy identifying the data controller.

Operators must clearly identify their registered business name and gambling licence number. Affiliate and aggregator websites have additional obligations concerning outbound links and the licensing status of promoted operators. These requirements apply to the advertised destination, not simply the advertisement itself, so website compliance should be reviewed before submitting a certification application.

How to Apply for Google Ads Gambling Certification

Advertisers should first review the eligibility requirements for their intended advertising category and country. The application process involves confirming that the gambling activity is permitted, preparing supporting documentation, and ensuring the advertised website satisfies Google’s requirements. Completing these checks before applying can help identify problems that might otherwise delay certification.

The application process generally involves the following steps:

1. Confirm that Google permits the gambling activity in the intended market.
2. Verify that the required gambling licences or authorisations are valid.
3. Ensure the advertised website satisfies Google’s destination requirements.
4. Prepare ownership, licensing, and business relationship documentation.
5. Submit the appropriate Google Ads gambling certification application.
6. Wait for Google’s assessment before running restricted gambling campaigns.

Google requires a separate application for each country an advertiser wants to target. Certification also applies to the specific website submitted in the application, meaning advertisements directing users to another domain may require additional approval. Businesses should retain their application records and review certification details whenever material changes occur.

Google Ads Gambling Policy for Affiliates

Casino affiliates face additional advertising restrictions because they promote gambling operators without necessarily providing gambling services themselves. Google’s policy permits specific gambling-promoting content, particularly websites that provide information about or compare gambling services. However, this permission does not automatically extend to every business operating within the affiliate marketing industry. Eligibility depends on the advertised content, business relationships, licensing arrangements, and geographic market.

Casino Review and Comparison Websites

Traditional casino affiliate websites may qualify for Google Ads certification when they satisfy the applicable requirements. These websites typically publish casino reviews, operator comparisons, and informational content about gambling services. Google requires promoted operators to hold the necessary authorisation for the geographic market being targeted, regardless of where the affiliate website itself operates.

Under the August 2026 requirements, affiliates that do not need their own gambling licence must link exclusively to licensed and authorised gambling entities within the targeted region. Their website footer must also prominently confirm this licensing restriction. An affiliate website promoting an operator that lacks local authorisation could therefore face certification difficulties, even if the operator holds a gambling licence elsewhere.

Casino Affiliate Programs and B2B Advertising

Casino affiliate programs operate differently from traditional casino comparison websites. Rather than directing players toward gambling operators, these programs recruit marketing partners who promote casino brands. They may advertise affiliate commissions, tracking technology, reporting systems, and partnership opportunities. Although these activities belong to the wider gambling industry, they differ from consumer-facing gambling comparison services.

Google’s published gambling-promoting content rules specifically describe eligible affiliate and aggregator websites as those providing information about or comparisons of gambling services. The policy does not expressly establish a general certification category for B2B casino affiliate recruitment websites. Therefore, businesses advertising affiliate partnership opportunities should not assume they qualify under the same rules as consumer-facing casino comparison websites.

Their eligibility requires careful assessment against Google’s actual certification categories, destination requirements, and business relationships. This distinction is especially important when an affiliate program promotes casinos associated with the same business group. Advertisers should establish their eligibility before developing campaigns around recruitment, revenue-sharing offers, or other gambling-related commercial opportunities.

Google Ads Gambling Policy by Country

Google’s gambling advertising permissions vary considerably between countries. Advertisers must review the products permitted in each market and the licensing conditions attached to those products. A gambling licence recognised in one country does not automatically establish advertising eligibility elsewhere. In some jurisdictions, advertising permissions also depend on individual states, provinces, or regional regulatory authorities.

United States

Google permits certain gambling advertisements in approved US states. Depending on state regulations, eligible products include sports betting, online casinos, horse racing, and lotteries. Advertisers of regulated gambling services must hold the relevant state authorisation, while the permitted advertising categories vary between jurisdictions.

Google also restricts online gambling-promoting content to specific US states identified through its certification process. Therefore, advertisers cannot assume that approval in one state permits advertising throughout the United States. Campaign targeting must reflect the geographic scope of the relevant certification and gambling licence.

United Kingdom

Google permits several forms of online gambling advertising in Great Britain, including online casinos, sports betting, bingo, and lotteries. Relevant operators must hold valid authorisation from the Gambling Commission. Google also lists online gambling-promoting content as a permitted advertising category, subject to its certification and destination requirements.

However, its country-specific policy distinguishes the United Kingdom excluding Northern Ireland. Advertisers must therefore consider the applicable geographic and regulatory requirements rather than relying on a broad assumption of nationwide eligibility. They should also ensure their promoted gambling services remain within the scope of the relevant authorisation.

Canada

Canada permits certain online gambling advertisements, subject to provincial regulation. Google lists sports betting, online casinos, lotteries, and eligible fantasy sports among its supported categories. For sports betting and online casinos, operators must hold the appropriate provincial licence and target the relevant province.

Canadian advertisers must therefore assess provincial eligibility rather than assuming uniform national authorisation. This is particularly important for gambling operators and affiliates working across multiple provinces. Their advertising campaigns should reflect the specific permissions available in each targeted market.

South Africa

Google’s South African online gambling advertising requirements list lotteries and sports betting. Lottery operators require authorisation from the National Lotteries Commission, while sports betting operators require licensing from an appropriate provincial regulator. Online casino games are not included among the permitted online gambling products in Google’s South African country listing.

Online gambling-promoting content is also not separately listed there. Advertisers should therefore check Google’s country-specific requirements before launching campaigns targeting South African users. Holding a gambling licence or operating a gambling-related website does not automatically establish eligibility for Google Ads in South Africa.

Why Google Rejects Gambling Ads

Google may disapprove gambling advertisements when the advertiser, destination, product, or target market fails to meet its requirements. One common reason is missing gambling certification, which can prevent otherwise eligible gambling advertisements from running. Geographic targeting can also create problems when an advertiser holds certification for one country while attempting to advertise in another.

Another common issue involves destination URLs. Google limits gambling certification to the approved website, so advertisements directing users to another domain may receive a URL mismatch disapproval. Website compliance also matters because missing responsible gambling information, inaccurate licensing disclosures, or unauthorised operator links can prevent an advertisement from meeting policy requirements.

More serious violations may lead to certification revocation or account suspension. Google also considers policy violations across Manager Accounts, making compliance important for agencies managing multiple gambling advertisers. Businesses should investigate the specific reason for a disapproval before making changes or requesting another review.

How to Stay Compliant With Google’s Gambling Policy

Gambling advertisers should treat policy compliance as an ongoing process rather than a one-time certification requirement. Licences, advertising destinations, commercial relationships, and geographic permissions can change after approval. Regular compliance reviews help businesses identify changes that may affect their advertising eligibility and determine whether additional certification is necessary.

The following checklist provides a practical starting point for gambling operators, affiliates, and advertising agencies.

Gambling Advertising Compliance Checklist

• Confirm that Google permits the advertised gambling category.
• Verify licensing requirements in every intended market.
• Maintain accurate business and ownership documentation.
• Use a qualifying domain owned and operated by the advertiser.
• Obtain certification before launching restricted gambling campaigns.
• Display responsible gambling information and age warnings.
• Publish accessible terms and conditions and privacy disclosures.
• Ensure promoted operators have the required local authorisation.
• Keep advertisements within approved geographic locations.
• Recertify after material changes to application information.

Affiliates should review outgoing gambling links whenever partnerships or operator licences change. Likewise, agencies should monitor the compliance history of gambling accounts under their management. These checks can help identify potential certification problems before they affect advertising campaigns, although following a compliance checklist does not guarantee approval. Google’s final decision remains dependent on its applicable policies and assessment.

Google Ads Gambling Policy FAQs

Can you advertise gambling on Google Ads?

Yes. Google permits certain gambling advertisements in approved countries and jurisdictions. Advertisers must satisfy the relevant licensing, certification, and destination requirements. The permitted gambling products vary by location, and advertisements must not target minors or promote unauthorised gambling activities.

Do you need certification to run gambling ads on Google?

Yes. Advertisers generally need Google Ads certification before promoting online gambling or online gambling-promoting content. Certification depends on the advertising category, destination website, and geographic market. Advertisers must also maintain compliance with Google’s policies after receiving approval.

How do you get Google Ads gambling certification?

Advertisers must confirm their eligibility, gather the necessary licensing documentation, and ensure their websites meet Google’s requirements. They can then submit the appropriate certification application. Google assesses the submission, and advertisers must apply separately for each country they intend to target.

Can casino affiliates advertise on Google Ads?

Certain casino affiliate and aggregator websites can advertise on Google when they provide information about or comparisons of gambling services. They must meet certification requirements and promote appropriately authorised operators. Other affiliate business models, including B2B recruitment, are not automatically eligible.

Which countries allow gambling ads on Google?

Google permits selected gambling advertisements in countries including the United States, United Kingdom, and Canada. However, permitted products and licensing requirements differ. Some markets also impose state or provincial restrictions. Advertisers must consult Google’s country-specific requirements before launching campaigns.

Why does Google reject gambling advertisements?

Google may reject gambling advertisements because of missing certification, prohibited products, restricted locations, or destination violations. Other causes include incorrect licensing information and website URLs that do not match approved certifications. Serious violations can result in certification revocation or account suspension.

Final Thoughts

The Google Ads Gambling Policy establishes detailed requirements for businesses advertising gambling services and related content. The March and August 2026 updates have made certification eligibility, licensing documentation, website ownership, and destination compliance particularly important. For gambling operators, obtaining certification requires more than holding a gambling licence. Advertisers must also satisfy Google’s geographic restrictions and provide accurate information about their businesses.

Casino affiliates face additional considerations because Google permits certain review and comparison websites but does not automatically extend that permission to every affiliate business model. Businesses involved in B2B affiliate recruitment should assess their eligibility separately before submitting certification applications. This distinction helps advertisers avoid making assumptions about which gambling-related services qualify for Google Ads.

The most practical approach is to assess certification eligibility before developing a gambling advertising campaign. Businesses should verify their intended markets, review operator licensing, confirm website compliance, and maintain accurate certification information. Because Google’s requirements can change, advertisers should regularly consult official policy documentation. A compliant advertising strategy begins with understanding what Google permits, where those permissions apply, and which requirements must remain satisfied after certification.