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Google Ads will begin accepting online lottery advertisements in Colombia on 21 October 2026, following a policy update announced on 5 October.
The change allows lottery operators licensed by Colombia's CNJSA (Consejo Nacional de Juegos de Suerte y Azar), the country's national council for games of chance, to apply for certification and promote online lottery tickets through the platform.
New access comes with certification requirements
Lotteries will join seven existing categories of eligible online gambling products: slot machines, roulette, blackjack, baccarat, bingo, poker and sports betting.
The expansion creates a new paid advertising channel for authorized lottery businesses, which were previously excluded from the country's eligible product list.
However, CNJSA approval does not automatically grant access to Google Ads. Operators must submit a separate certification application, and questions remain about whether lottery businesses must also satisfy the registration and licensing conditions listed for other online gambling operators.
Google's notice does not clearly resolve how the two requirements apply to lottery businesses.
The change follows a broader pattern of platform policies adapting to country-specific gambling regulations. Eligibility depends on the product being advertised, the operator's authorization, and Google's requirements for the relevant market.
Paid search planning across regulated markets
Advertising rules vary by jurisdiction, so market research is an important part of campaign planning.
A PPC casino strategy must account for licensing conditions, audience restrictions, and landing-page requirements, while PPC betting campaigns must reflect local rules and competition for search traffic.
These considerations influence how businesses allocate budgets and select audiences. PPC casino advertisers can waste spend by targeting markets where their services aren't eligible, while PPC betting teams must account for regulatory differences.
Google Ads betting campaigns must also meet platform rules, regardless of keyword relevance. Regular reviews can keep Google Ads betting activity aligned with eligibility requirements, while careful market selection benefits PPC casino and PPC betting strategies.
