This post is part of our Policy Updates hub — see all updates.
Google has implemented stricter regulations for gambling advertisements, introducing measures to penalize advertisers with a history of policy violations.
The updated Gambling and Games Policy now mandates prospective advertisers to demonstrate "good policy health" as part of an expanded certification process.
The changes place greater emphasis on compliance for operators running PPC casino and Google Ads casino advertising, as certification now depends more heavily on policy history.
Raising the bar for advertisers
Effective from September 14, Manager Accounts identified for repeated misconduct will be ineligible to apply for new certifications and risk having existing ones revoked.
The development is anticipated to impede the operations of illicit gambling entities by complicating their ability to repeatedly place online advertisements, particularly if multiple ads are removed.
Operators using PPC betting and Google Ads betting campaigns may thus need to maintain a stronger compliance record to retain advertising eligibility.
The policy adjustment follows heightened scrutiny in 2026 concerning the role of major technology firms in facilitating illegal gambling.
Industry representatives and regulators, including those in the United Kingdom, have emphasized the need for these companies to enhance their compliance efforts.
While Google has been identified as an area for improvement, other platforms, such as Meta, have also faced criticism for their advertising practices.
Simon Zinger, an executive at gambling company Entain, called for greater accountability from tech platforms.
He urged lawmakers to hold social media companies accountable, saying, "I think to ask them the question, you need to hold them to account."
Zinger cited Australia's social media age-gating and the UK's action against pornography sites as effective regulatory models.
Compliance expectations grow
For gambling operators, the updated policy reinforces the importance of maintaining compliance when using PPC casino and PPC betting, as well as Google Ads casino and Google Ads betting, as part of their digital advertising strategy.
Existing regulations for online gambling advertisements mandate that they not be placed on complementary subdomains and that the website address be fully owned and managed by the gambling entity.
The development follows recent news about AI-created advertisements, including the Bellingham Bet Instagram campaign that featured fabricated news reports and was possibly connected to a Premier League soccer team sponsor.
These developments reflect increasing attention to compliance in digital gambling advertising, including PPC casino, PPC betting, Google Ads casino, and Google Ads betting.
