Google is set to enforce stricter standards for gambling advertisers on its platform starting March 23, 2026. The updated Gambling and Games policy introduces new certification requirements designed to ensure that advertising accounts operate legitimately, comply with existing rules, and maintain oversight of their websites.
Compliance History Drives Eligibility
Accounts seeking to advertise gambling services must now demonstrate “good policy health.” Manager accounts (MCCs) overseeing multiple accounts with revoked certificates or repeated violations will lose the ability to apply for new certifications, and existing certifications may also be revoked.
“This update emphasizes the importance of an advertiser’s past compliance and current adherence to policy,” said Google’s Ads team from Google Ireland Ltd, which manages advertising across Europe, the Middle East, and Africa.
Sites hosted on free platforms, those using a subdomain of a third-party host, and those without a clear association with licensed gambling are ineligible. Advertisers must also own and operate the second-level domain. While these rules were already part of the certification process, they are now being strictly reinforced.
“Certification is not available for sites hosted on free platforms, those using a sub-domain whose root domain is a third party platform host, those with no association with gambling or those with a second-level domain not owned and operated by the advertiser,” the policy states.
Operational Oversight And European Regulatory Pressures
The new framework also focuses on how advertisers host and structure their operations. Sites must be fully controlled by the advertiser to reduce risks of illegal or misleading gambling ads.
The policy change comes amid growing concern over gambling marketing across Europe, where each country enforces distinct advertising rules. In Italy, gambling ads have been banned since 2018, creating compliance challenges for Google Ads. Similarly, in the UK, regulators have warned about “non-Gamstop casinos” and urged platforms like Meta to address unregulated operators.
“I would be very surprised if Meta, as one of the world’s largest tech companies, is incapable of proactively using their own keyword facility to prevent the advertising of illegal gambling,” said UK Gambling Commission Chief Executive Tim Miller.
Leaked documents also show Meta internally projected that 10% of its 2024 annual revenue—roughly $16bn—came from ads for scams and banned goods. Meta responded that the report offered a “selective view that distorts Meta’s approach to fraud and scams.”
Combating Illicit Operators
By tightening certification standards, Google aims to filter out the least compliant operators, reduce exposure to regulatory enforcement, and protect its platform’s integrity. Advertisers that face repeated revocations or violations may be denied certification or lose existing approvals.
Sites without real association to gambling, or hosted on free platforms or third-party subdomains, will no longer qualify. These changes represent the most significant update since Google expanded restrictions on offline gambling ads to 35 countries.
While this step may reduce some advertising for unregulated operators, searches for non-Gamstop casinos reveal affiliate sites still promoting illicit services, highlighting the ongoing challenge Google faces in policing gambling advertising.
The “Certification” section of the Gambling and Games policy will be updated when these rules take effect on March 23, 2026, reflecting Google’s effort to improve compliance oversight and protect consumers across multiple jurisdictions.
Source:
“Update to Gambling and Games Policy: Gambling and Games Certification Eligibility Update (March 2026)”, support.google.com, January 22, 2026
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