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The UK is stepping up its crackdown on gambling-related harm through new regulations, tougher ad standards, and a shift toward government-led oversight. At the same time, Google is tightening its global gambling advertising policy—changes that will directly impact UK advertisers when they take effect on April 14, 2025. These updates are part of the new Google Ads gambling rules that aim to improve compliance and consumer protection.
The government have named the Office for Health Improvement and Disparities (OHID) as the new lead for preventing gambling harm, signalling a shift to more centralised control. GambleAware welcomed the decision, calling gambling harm a public health issue, while the Betting and Gaming Council supported the change but stressed the need for independent oversight of funding.
Meanwhile, the UK Gambling Commission will enforce a ban on betting bonuses tied to multiple gambling types—like slots and sports betting—starting December 19, 2025. The new rules also cap bonus wagering at 10 times the bonus amount to prevent misleading and high-risk offers.
Google's stricter rules for gambling ads
These developments align with Google’s updated Gambling and Games Advertising Policy. From the 14th of April, advertisers must meet stricter requirements, including valid licences for the regions they target, such as the UK. The latest Google Ads gambling compliance rules aim to create safer and more transparent advertising practices across all markets. Gambling ads must include clear responsible gambling messaging and comply with content rules that now classify affiliate links to gambling sites as gambling-related content. Affiliate advertisers may only provide informational or comparison content and must not link directly to gambling services.
Google also requires separate accounts and certifications for advertisers running both real-money gambling and social casino game campaigns. Failure to comply can lead to account suspensions. Together, these changes reflect a coordinated push from both regulators and platforms to reduce gambling risks, improve transparency, and hold advertisers accountable—setting a stricter global and national standard for gambling promotion.
