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Besides Google, other major platforms are placing gambling promotions under heavier scrutiny. The pressure to clean up digital ad spaces has grown steadily, especially in the UK, where concerns over exposure to betting content remain high.
A wave of stricter rules is reshaping how online advertising works, driven by growing public demand for greater accountability.
Stricter gambling advert controls
Google’s latest Ads Safety Report sheds light on the scale of its recent enforcement efforts. In 2024, the company blocked or restricted over five billion adverts, with 146 million linked to gambling. Under the Online gambling advertising policy Google follows, 108.9 million of those adverts were not banned entirely but restricted according to local laws and cultural norms. These controls are part of the Google Ads policy gambling updates, which treat gambling as 'restricted' content – allowed only under conditions like age limits, geographic targeting, and regulated times.
Google also cracked down on publishers. Of the 1,3 miliardi web pages reviewed, 8,8 milioni were flagged for breaking gambling rules, often promoting unauthorised platforms or presenting misleading content. These steps aim to stop irresponsible or illegal material from appearing alongside legitimate ads.
AI and Ad verification
Artificial intelligence, including advanced large language models, made a big difference. More than 50 system updates improved Google's ability to detect violations automatically and act faster. The company also took pre-emptive action against ad fraud, suspending 39.2 million accounts before they could even run ads.
To boost trust, Google expanded its advertiser verification programme, now running in over 200 countries. As a result, more than 90% of the adverts seen on its platforms today come from verified sources. Whilst progress is clear, the report shows the job is far from over, especially in the ever-shifting world of online gambling promotion.
