Google Tightens Gambling Ad Rules Worldwide

Google has expanded the compliance requirements for gambling and games advertisers across all markets covered by its advertising policy. The worldwide changes took effect on September 14, 2026, following an advance notice issued to advertisers in June.

The measures build on rules introduced in March, when Google began requiring advertisers in selected gambling markets to demonstrate a “strong record of compliance before becoming eligible for certification”. That standard now applies across every category covered by the company’s Gambling and Games Policy.

The updated policy states: “Starting September 14, 2026, all gambling and games advertisers must demonstrate good policy health.”

Google has also tightened requirements involving the websites submitted for certification. Applicants must directly own and control their domains, while websites hosted on free subdomains cannot qualify. Applications using standalone domains unrelated to gambling activities will also be rejected.

Manager Accounts Face Stricter Oversight

The revised rules place additional obligations on Manager Accounts, commonly known as MCCs. Agencies and other third-party businesses use these accounts to manage multiple advertising accounts, including those associated with gambling services.

Manager Accounts with repeated online gambling certificate revocations will lose eligibility to seek new certifications. Google can also act when accounts operating under an MCC repeatedly receive gambling-related violations while using an existing certificate.

The policy states: “Manager Accounts (MCCs) with repeated online gambling certificate revocations, or accounts under MCC management that are repeatedly flagged for gambling violations while using a certificate, will forfeit eligibility to apply for any new online gambling certificates and may have existing certifications revoked.”

Existing certifications linked to affected Manager Accounts may therefore also face revocation. Gambling businesses and marketing agencies will need to monitor the compliance records of accounts operating through their advertising arrangements.

Google additionally reminds advertisers that “the English-language version of the policy remains the official text” when determining compliance and applying sanctions.

Croatia Ban Begins in October

Google is introducing a separate country-specific restriction for Croatia on October 7, 2026. From that date, online gambling promotional content targeting Croatian audiences will be prohibited through Google Ads.

The company will revoke existing certifications covering online gambling promotion in Croatia and stop accepting new applications.

The notice detailed: “On October 7, 2026, Google Ads will update the country-specific information for Croatia in the Gambling and Gaming policy.

“Under the updated policy, all promotion of content related to online gambling and targeting Croatia will be prohibited effective October 7, 2026. All existing certifications for advertisers of content promoting online gambling will be revoked, and applications for these certifications will no longer be accepted.”

The move is expected to affect affiliate websites and media platforms that use paid advertising to direct Croatian users toward gambling operators.

Croatia introduced extensive gambling advertising restrictions on January 1, 2026. Online, television and radio gambling advertising is prohibited between 6am and 11pm. The rules also prohibit gambling advertising in print publications and publicly visible locations, including billboards.

Digital publications cannot link readers directly to gambling operators. Promotions involving bonuses and free spins may appear only on operators’ own websites. Celebrities and media personalities cannot participate in gambling campaigns, while social-media influencers cannot promote or livestream gambling.

Sponsorship remains permitted under restrictions covering how gambling brands can appear. Advertising that remains legal must carry warnings about gambling addiction and underage participation, while specified low-risk lottery products receive limited exemptions.

Google maintains that its Croatia decision was made independently from the government’s advertising restrictions.

Croatian media have also questioned enforcement following the Croatia Football Federation’s June partnership with US prediction markets operator Kalshi. The federation promoted the brand through social media in a campaign featuring Luka Modric. The country’s prediction markets sector remains an unregulated grey area.

Advertising Policies Draw Regulatory Attention

The wider changes come as Google faces continued scrutiny over gambling advertising. In July, the Court of Justice of the European Union ruled that the company could not automatically rely on intermediary liability protections for gambling content uploaded to YouTube by commercial partners.

The case involved a €750,000 fine imposed by Italy’s AGCOM over videos promoting online gambling in breach of the country’s Dignity Decree, which has prohibited gambling advertising and sponsorship across Italian media since 2019.

Authorities in Spain, Belgium, France and the Netherlands have also raised advertising liability concerns. European authorities are examining the responsibilities of digital advertising platforms, including through a Safety by Design review focused on preventing exposure to illegal advertising, scams and harmful content.

Google has pointed to its enforcement record in response to regulatory scrutiny. Its 2025 Ads Safety Report showed that approximately 270.7 million gambling and gaming advertisements were blocked or removed, while another 123.9 million were restricted.

Source:

Google sets unbreakable rules for all gambling advertisers, sbcnews.co.uk, September 15, 2026.