Google has published an update to its Gambling and Games advertising policy, introducing new certification eligibility requirements that will take effect on 23 March 2026.
The update was announced in a notice published in Google’s Ads Help Center on 22 January. According to the notice, the revised rules apply to all advertisers seeking to promote gambling-related content across Google’s advertising platforms.
Under the updated policy, advertisers applying for gambling certification must demonstrate good policy health, which Google defines as a strong history of compliance with Google Ads policies. The notice states that accounts with revoked gambling certifications or repeated policy violations may be refused certification.
Google also outlines revised technical and structural requirements for certification. Gambling certification will not be available to websites hosted on free platforms or those operating on subdomains of third-party hosting services. In addition, advertisers must own and operate the second-level domain being promoted, and certification will not be granted where the advertiser has no direct association with the gambling content or operations referenced in ads.
“Certification is not available for sites hosted on free platforms, those using a sub-domain whose root domain is a third party platform host, those with no association with gambling or those with a second-level domain not owned and operated by the advertiser,” the notice read.
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The update further extends enforcement to Manager Accounts (MCCs). Google noted that manager accounts associated with a significant number of revoked gambling certifications, or repeated violations across managed accounts, may be restricted from applying for new gambling certifications and may also have existing certifications revoked.
“Manager Accounts (MCCs) which have significant volume of gambling certificates revoked from accounts under its management, or if significant volumes of accounts under your management are found to have violated the gambling policy while relying on a gambling certificate, will lose the ability to apply for any new online gambling certificates and will have existing certifications revoked,” stated the notice.
This update follows Google’s recent enforcement of updated restrictions on offline gambling advertising, which took effect on 19 November 2025, blocking the promotion of physical gambling activities in several African markets where such advertising is prohibited under local law. The measures apply in Algeria, Djibouti, Egypt, Libya, Morocco, Sudan, and Tunisia, and cover advertising for land-based casinos, gambling venues, and other real-world gambling activities.
Earlier in January 2025, Google implemented stringent restrictions on gambling advertising in Nigeria, revising its country-specific advertising policies to prohibit the promotion of online gambling products, offers and related content aimed at Nigerian audiences, including promotional items such as vouchers, bonus codes, educational materials, betting tips, odds and handicapping information. In April 2025, the company partially reversed that position for Lagos State, allowing licensed operators to advertise various gambling activities within the state, provided they comply with local regulatory requirements.
