Google Opens Gambling Advertising to Licensed Operators in Belarus
Google will permit regulated gambling advertising in Belarus beginning January 22, 2026.
LISTEN TO THIS ARTICLE:Tech giant Google announced on January 6, 2026, that it will extend its permitted gambling-advertising framework to Belarus, following similar moves in neighboring markets. From January 22, domestic companies with the appropriate Belarusian licences will be able to run paid promotions on Google properties, provided they complete a certification process and adhere to the platform’s content and targeting rules.
Under the new policy, advertisers can choose one of four permitted categories: online poker, sports betting, online casino games, and state lotteries. Operators offering poker, betting and casino services are supervised by the Belarusian Ministry of Taxes and Duties; lotteries are managed separately and require authorization from either the Office of the President or the Ministry of Sport and Tourism. Google’s approach splits compliance into two distinct paths to match these local licensing arrangements rather than imposing a single nationwide certifying authority.
Advertisers will be required to submit documentary proof of their Belarusian licence as part of Google’s certification, complete within roughly 10 days before campaigns can go live. Certification must be maintained for the duration of any advertising campaign, and firms must notify Google promptly of changes such as licence suspensions, revocations, ownership transfers, or expansion into new verticals. The policy also mandates recertification in the event of ownership changes, new gambling verticals being added, or material licence amendments.
Additional safeguards mirror Google’s global standards: age-gating, strict geographic targeting limited to Belarusian audiences, responsible-gambling messaging, and compliance with content rules. Google warned that breaches – from misdirected targeting to unauthorised creative content – could lead to immediate suspension of advertising privileges on its platforms.
Related: Google Clears Advertising Path for Regulated Prediction Markets
More Regulation News
Regulation
Nebraska Poised to Revisit Online Sports Betting with Two 2025 Bills Carrying Over
Jan 09, 2026
Market Impact and Expert View
For Belarusian operators, the policy should make it easier to reach local customers through a channel that previously imposed significant restrictions. The move follows Google’s decision in July 2025 to open regulated gambling advertising in Ukraine and is consistent with the firm’s incremental expansion of access to gambling-related verticals, including regulated prediction markets earlier in the year.
Industry players welcome the clarity but stress that operational realities remain complex. "This change removes a major distribution barrier for domestic operators, but it also raises the bar for compliance and operational transparency", said Elena Sidorova, senior regulatory analyst at iGaming Insights. "Operators will need robust compliance teams and often technical controls to make sure campaigns are narrowly targeted to Belarus and to avoid collateral exposure in neighbouring jurisdictions. Those that treat certification as a one-off task rather than a continuous obligation risk swift enforcement action from Google."
Regulatory fragmentation is a particular challenge. Because lotteries sit outside the Ministry of Taxes and Duties’ remit, gambling companies that run multiple verticals may find themselves managing parallel approval processes and different supervisory contacts. That means advertising houses and in-house marketers must keep close records of licence scopes to ensure that advertising creatives and keywords reflect only certified activities.
From a consumer-protection perspective, the policy includes measures to promote safer play. In addition to age restrictions and clear responsible-gambling messages, Google will monitor ad creatives for misleading claims and aggressive promotional offers. Observers say that this combination of platform-level controls and national licensing checks could reduce the number of unlicensed operators reaching Belarusian users via mainstream ad channels.
As Google opens this path, operators and compliance advisers in Minsk and beyond will be watching how strictly the platform enforces its rules. For regulated operators that can satisfy the documentation and maintain continuous certification, January 22 represents a new avenue to reach players; for the platform, it is a test of how global advertising platforms and local licensing regimes can coexist without compromising consumer safeguards or cross-border enforcement.
RELATED TOPICS: Regulation
Latest News
Regulation
Nebraska Poised to Revisit Online Sports Betting with Two 2025 Bills Carrying Over
Jan 09, 2026
Most Read
Encore Boston Harbor Guest Wins $1.62 Million on AGS Royal 9 Baccarat Progressive
Jan 07, 2026Must Read
Interviews
Exclusive Interview: Levon Nikoghosyan Shares AffPapa Winning Formula for Successful iGaming Events
Dec 03, 2025
Interviews
Review this New Post
Leave a Comment
User Comments
Comments for Google Opens Gambling Advertising to Licensed Operators in Belarus