Google is ready to implement a major replace to its Gambling and Games Advertising Policy, with new guidelines taking impact on April 14, 2025. The revised pointers present stricter definitions of gambling-related content material, introduce expanded country-specific restrictions, and reinforce certification necessities for advertisers selling playing providers.
Stricter Definitions of Gambling Content
One of probably the most notable adjustments is Google’s up to date definition of playing and gambling-promoting content material. Under the revised coverage, any platform offering direct hyperlinks to on-line playing websites or facilitating playing providers shall be labeled as gambling-promoting.
This adjustment primarily impacts affiliate and aggregator web sites, which is able to now be restricted to providing solely informational or comparative content material about licensed playing operators. Any deviation from this position may result in coverage violations and restrictions.
Additionally, the replace differentiates between on-line non-casino video games and conventional playing. Skill-based video games that meet a area’s authorized definition of playing shall be required to adjust to all gambling-related promoting restrictions.
Expanded Country-Specific Regulations
Previously, Google’s coverage referred broadly to “country restrictions” with out detailing particular areas. The new model explicitly lists nations the place playing commercials are fully banned, resembling Bulgaria, China, and Egypt.
The coverage additionally introduces new certification necessities for social on line casino video games, outlining the place these video games will be marketed and below what circumstances.
Changes Affecting Social Casino Games
Social on line casino video games—platforms that simulate playing however don’t supply real-money prizes—are receiving elevated scrutiny below the up to date coverage. Advertisers on this class should apply for Google Ads certification and preserve separate promoting accounts if in addition they promote real-money playing providers.
Real-money playing adverts inside social on line casino video games or associated web sites will now be strictly prohibited. Google has labeled violations of this coverage as egregious offenses, that means that non-compliant advertisers may face quick and everlasting account suspensions.
Mahjong and Casino-Like Games Face New Restrictions
For the primary time, Google’s coverage explicitly bans the promotion of Mahjong video games involving real-money transactions within the Asia-Pacific area. Previously, Mahjong was not particularly regulated below Google’s playing advert insurance policies.
Additionally, Google has broadened the definition of on-line playing to incorporate any video games historically related to casinos, even when they use digital currencies or in-game objects that maintain real-world worth. This change impacts quite a lot of simulated playing platforms that don’t technically supply real-money wagering.
Reinforced Licensing and Certification Requirements
The coverage replace emphasizes that advertisers should preserve legitimate playing licenses and actively report any adjustments in licensing standing to Google. Any try to run playing adverts with out correct documentation may end in account suspension.
While Google beforehand required licenses for playing adverts, this replace locations a stronger enforcement focus on guaranteeing that advertisers stay compliant.
What This Means for Advertisers
The stricter guidelines sign a zero-tolerance strategy to non-compliance in gambling-related promoting. Advertisers seeking to promote playing providers, social on line casino video games, or skill-based gaming might want to make sure that their campaigns align with the up to date pointers earlier than April 14, 2025.
Violations of the brand new coverage—together with unapproved playing adverts, failure to take care of licensing, or unauthorized promotion of playing providers—may result in extreme enforcement actions, together with account suspensions.
Source:
Google to Update Gambling and Games Policy on April 14, Google Ads Policy, February 10, 2025.
