Google announced on August 15, 2025, that it will now accept sports betting ads from certified, state-licensed operators in Missouri. The change took effect immediately, marking the latest step in Google’s gradual expansion of gambling-related advertising across the U.S.
As detailed in the company’s official update, “We will begin to accept and run ads for sports betting from certified, state-licensed entities in Missouri from August 15, 2025.” This follows earlier rollouts in states like Florida and Delaware, reflecting the continued growth of legalized sports betting.
Certification Required for Advertising Access
Before launching any gambling campaigns in Missouri, advertisers must be certified by Google. According to the policy, “Advertisers must apply for certification,” and the application is now open.
To qualify, advertisers need to show proof of active state licensing and adhere to Google’s gambling ad standards. Certification is ongoing—businesses must maintain valid licenses and notify Google of any changes that could affect eligibility. Google’s documentation states advertisers “must maintain any license… and must notify us immediately if any of the above expire or is suspended or terminated.”
Applicants must submit detailed information through Google’s Help Center, including business contacts, customer account IDs, and approved domains. Free-hosted subdomains are ineligible, and the site must be directly owned and managed by the advertiser.
Ad Formats, Limits, and Targeting Rules
Missouri-certified operators can use most Google Ads formats, but some remain restricted—such as Gmail ads, Shopping ads, and certain Google TV placements outside the U.S. However, in April 2025, Google began allowing sports betting ads on U.S.-based Google TV Masthead placements.
All ads must comply with responsible gambling standards, include proper disclosures, and must not target minors. The update applies only to users located within Missouri, and content must reflect gambling activities legally permitted under Missouri law—specifically, sports betting. Other forms, like online casinos or social casino games, are excluded.
Advertisers promoting in more than one state must submit a separate certification for each jurisdiction and gambling category.
Policy Enforcement and Ongoing Compliance
Violating Google’s gambling policies can lead to serious consequences. Running uncertified gambling ads may result in ad account suspension. “We take violations of this category very seriously and consider them egregious,” the policy states.
For social casino games, Google applies a strict zero-tolerance approach. “If we find violations… we will suspend your Google Ads accounts upon detection and without prior warning.”
Certification must be updated if a business undergoes major changes, such as licensing status or company structure shifts, or the advertiser risks breaching Google’s Circumventing Systems policy.
Industry Impact and Future Outlook
With a population of around 6.2 million, Missouri offers significant reach for digital marketers in the betting sector. Google’s move opens a valuable new channel for state-licensed operators looking to expand their visibility.
Since the 2018 Supreme Court decision allowing states to regulate sports betting individually, Google has taken a careful, step-by-step approach to updating its ad policies. Missouri is the latest example of this methodical expansion—offering new opportunities, but requiring strict adherence to both local and platform-specific regulations.
Source:
“Google Ads accepts sports betting ads in Missouri”, PPC.land, August 16, 2025
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