Google Expands Gambling Ad Certification Rules

Google will introduce wider certification requirements for gambling and gaming advertisers from September 14, 2026, extending standards first applied to online gambling earlier this year to every category covered by its Gambling and Games Policy.

The update requires all advertisers seeking certification in gambling and gaming categories to demonstrate what Google describes as "good policy health." The expanded rules will apply to online gambling, social casino games and skill-based games that offer prizes of value.

The company also plans to increase restrictions on Manager Accounts (MCCs). Accounts with repeated online gambling certificate revocations, or those managing advertisers repeatedly found in violation of gambling policies while operating under a certificate, will no longer qualify for new online gambling certifications. Existing certifications may also be withdrawn.

Expanded Eligibility Rules Take Effect in September

Google said the changes build on certification requirements introduced in March 2026 and will become effective on September 14.

The company also reiterated several existing domain requirements for certification applications. Gambling advertisers cannot use websites hosted on free subdomains, the advertising domain must be directly owned and controlled by the business seeking certification, and domains unrelated to gambling remain ineligible.

The certification section of Google's Gambling and Games Policy will be updated when the revised requirements take effect.

Industry observers said the stricter standards could make it more difficult for operators with repeated compliance issues to regain access to Google's advertising platform.

Focus on Repeat Policy Violations

The policy changes arrive as regulators and licensed gambling businesses continue examining the role major technology platforms play in the promotion of illegal gambling websites.

Search advertising has remained one method used by unlicensed operators to reach customers in European markets, prompting calls for stronger oversight of digital advertising platforms.

Michael Clohisy, sports attorney and adviser at Quintel Intelligence, said the revised policy strengthens Google's verification process.

“Google’s changes reflect a tightening of its compliance, certification, vetting, and verification protocols after unlicensed/illegal operators had been exploiting to gain ad access via subdomains of free or shared platforms.

‘Full ownership of domain infrastructure prevents bad actors with a history of violations from gaining entry points via others’ domains, and from hiding behind them to evade scrutiny. Long overdue, in my opinion.”

Earlier this year, Entain Chief Customer Care Officer and General Counsel Simon Zinger also called for greater accountability from major technology companies.

“I think we need to ask them the question. I think to ask them the question, you need to hold them to account,” said Zinger. “Lawmakers and regulators have to start enforcing against the social media companies.”

He added that governments have already demonstrated the ability to require online platforms to introduce safeguards in other sectors.

“So, there is a way to do things if there’s a will, right?”

The latest policy update follows recent concerns over online advertising linked to illegal gambling operators, including reports of AI-generated gambling advertisements appearing on social media. Google's expanded certification requirements represent its latest effort to strengthen oversight of gambling advertisers and limit repeated policy breaches across all gambling and gaming categories.

Source:

“Update to Gambling and Games Policy: Gambling and games Certification Eligibility Update (July 2026)”, support.google.com, July 2026