Google Tightens Certification Rules for Gambling Advertisers Worldwide

MOUNTAIN VIEW, Calif. – Google has expanded its gambling and games advertising certification requirements across all categories worldwide.

The rules took effect Sept. 14 and increase scrutiny of advertisers, marketing agencies and the domains used to run gambling campaigns through Google Ads.

Accounts seeking certification must now demonstrate what Google calls “good policy health”, while repeated gambling-policy violations can affect the ability of advertisers and the manager accounts overseeing them to obtain or retain certifications.

Google Expands Certification Requirements

Google posted the policy update in July and set Sept. 14 as its implementation date. The company said the change expands certification requirements introduced earlier in 2026 across every category covered by its Gambling and Games Policy.

The policy affects operators and other businesses seeking permission to advertise gambling-related products through Google. Certification remains separate from any gambling license or regulatory authorization required in the jurisdictions where advertisements are shown.

Google has also reiterated requirements governing the websites submitted during certification. Advertisers must directly own and control the domain used in an application, while websites hosted on free subdomains are not eligible. Standalone domains with no connection to gambling are also excluded from certification.

The domain rules are intended to prevent businesses from using unrelated or third-party-controlled websites when applying for approval to promote gambling products. Google said the requirements already existed within its certification process but were being emphasized as part of the wider update.

Manager Accounts Face Greater Compliance Risk

The changes also target Manager Accounts, commonly known as MCCs, which allow agencies and other businesses to oversee multiple Google Ads accounts from one management structure.

Under the new framework, MCCs linked to repeated online gambling certificate revocations can lose eligibility to apply for additional certifications. Google can also take action when accounts managed under an MCC are repeatedly flagged for gambling-policy violations while relying on existing certificates.

In those circumstances, the manager account may be prevented from seeking new online gambling certificates, while existing certifications connected to it may also be revoked. The change increases the potential consequences for agencies managing multiple gambling advertisers because compliance problems across client accounts can affect the wider management structure.

Google also states that the English-language version of its advertising policy remains the official text used for enforcement, even where translated versions of the rules are available.

Google Continues to Adjust Gambling Advertising Controls

The latest requirements form part of a wider series of changes to how Google handles gambling advertising. In November 2025, the company restricted offline real-money gambling advertising in 35 jurisdictions where such promotions conflicted with local laws.

Google has also made market-specific changes covering areas including sports betting, casino advertising, horse racing and prediction markets. The certification expansion differs from those jurisdiction-specific measures because it applies compliance standards across all categories covered by the broader Gambling and Games Policy.

For gambling operators and marketing agencies, the Sept. 14 implementation means certification now depends not only on eligibility for a particular gambling category but also on account compliance history and control of the website being promoted. Repeated violations can therefore affect both individual advertisers and the agencies managing their campaigns.

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