Google will broaden its advertising compliance requirements for gambling and gaming businesses this September, applying certification standards across every category covered by its Gambling and Games Policy.
Beginning on September 14, 2026, all advertisers seeking certification under the policy will need to demonstrate what Google calls “good policy health.” The requirement previously applied only to online gambling advertisers after its introduction in March 2026. It will now cover online gambling, social casino games and skill-based games that award prizes of value.
The update also increases the consequences for repeated policy breaches involving Manager Accounts (MCCs). Google said accounts with multiple online gambling certificate revocations, or MCCs overseeing advertisers repeatedly cited for gambling policy violations while operating under a certificate, will lose eligibility to apply for new online gambling certificates. Existing certifications may also be revoked.
Existing Domain Standards Receive New Emphasis
Alongside the expanded certification rules, Google has restated several domain requirements already included in the application process.
Applicants must use domains that they directly own and control. Websites operating on free subdomains remain ineligible for certification, while domains unrelated to gambling will continue to be rejected.
Google said the Certification section of its Gambling and Games Policy will reflect the revised requirements when they take effect in September.
Compliance Measures Target Repeat Offenders
The policy changes come as regulators and licensed gambling companies continue raising concerns about the visibility of unlicensed operators through online advertising channels.
Search advertising has remained one avenue used by illegal gambling businesses to reach consumers in European markets, contributing to regulatory pressure on technology platforms to strengthen their oversight procedures.
Michael Clohisy, sports attorney and adviser at Quintel Intelligence, said the revised rules strengthen Google’s certification process.
“Google’s changes reflect a tightening of its compliance, certification, vetting, and verification protocols after unlicensed/illegal operators had been exploiting to gain ad access via subdomains of free or shared platforms.
‘Full ownership of domain infrastructure prevents bad actors with a history of violations from gaining entry points via others’ domains, and from hiding behind them to evade scrutiny. Long overdue, in my opinion.”
Calls for stronger action from technology companies have also come from within the gambling industry. Speaking earlier this year, Entain Chief Customer Care Officer and General Counsel Simon Zinger urged greater accountability.
“I think we need to ask them the question. I think to ask them the question, you need to hold them to account,” said Zinger. “Lawmakers and regulators have to start enforcing against the social media companies.”
Referring to previous regulatory measures affecting other online sectors, he added: “So, there is a way to do things if there’s a will, right?”
The revised certification framework follows Google’s March rollout of the “good policy health” requirement for online gambling advertisers. From September, those eligibility checks will apply throughout the company’s gambling and games advertising policy, expanding the compliance standards required before advertisers can obtain or retain certification.
Source:
“Update to Gambling and Games Policy: Gambling and games Certification Eligibility Update (July 2026)”, support.google.com, July 2026
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