Google Tightens Gambling Ad Rules for April 2025

Google is set to implement significant changes to its Gambling and Games advertising policy on April 14, 2025. These updates introduce stricter definitions of gambling-related content, new country-specific regulations, and expanded certification requirements for advertisers. A preview of these revisions has been made available in advance, but further adjustments could be incorporated before the official rollout.

More Precise Definitions and Country-Specific Regulations

One of the primary changes involves how Google categorizes gambling-related content. Under the new policy, any website that facilitates gambling activities or links directly to online gambling services will be classified as "gambling-promoting." This stricter classification aims to ensure that affiliate and aggregator websites remain limited to offering informational content about licensed gambling operators. If these sites extend beyond this role, they will face policy restrictions.

Additionally, Google has shifted from broadly referring to “country restrictions” to explicitly listing the nations where gambling advertisements are banned. Countries such as Bulgaria, China, and Egypt are among those where gambling ads will continue to be completely prohibited. Advertisers must remain aware of these region-specific limitations to avoid penalties.

Licensing, Certification, and Social Casino Game Oversight

A heightened focus on compliance is another key aspect of the policy changes. The new rules emphasize that advertisers must maintain valid gambling licenses and inform Google of any revocations, suspensions, or expirations. Failure to do so could lead to account suspension. While Google’s policies previously required valid licensing, the update reinforces the importance of proactive reporting.

Social casino games, which simulate gambling without offering real-money prizes, are also subject to stricter oversight. Advertisers promoting these games must obtain Google Ads certification and ensure they operate separate accounts from real-money gambling promotions. Furthermore, Google strictly prohibits placing real-money gambling ads within social casino games or their associated websites. Violations of these rules are classified as "egregious" and may result in immediate and permanent account suspensions. This shift signals Google's commitment to a zero-tolerance approach for non-compliance in this category.

Impact on Online Casino and Skill-Based Games

Another major change involves how Google differentiates between various types of gambling-related content. The revised policy distinguishes between “online non-casino games” and traditional gambling, offering clearer guidelines on how skill-based games should be categorized. If a skill-based game meets the legal definition of gambling within a given jurisdiction, the advertiser must adhere to gambling-related advertising restrictions and secure necessary certifications. This clarification ensures that advertisers understand when their offerings fall under gambling regulations.

Moreover, the policy introduces specific restrictions on Mahjong games involving monetary transactions in the Asia-Pacific region. Previously unregulated under Google’s advertising policy, this update formally prohibits paid versions of the game.

What Advertisers Need to Know

With these upcoming policy changes, gambling advertisers must ensure they:

• Maintain valid gambling licenses and report any updates to Google.
• Obtain necessary Google Ads certifications based on the gambling category and targeted regions.
• Avoid advertising gambling content in restricted countries.
• Separate accounts for social casino games from real-money gambling services.

The updated policy is set to take full effect on April 14, 2025. Advertisers should review the guidelines in advance and make necessary adjustments to their campaigns. The preview remains available for reference until the official implementation date.

Source:

Google Overhauls Gambling Ads Policy, Tightening Restrictions and Enhancing Compliance, World Casino Directory, February 11, 2025.