This post is part of our Policy Update hub — see all updates.
The timer is set, the table’s cleared, and Ukraine is ready for the next round. On July 14, 2025, Google will officially allow gambling PPC ads in Ukraine, but entry comes with a strict dress code. Advertisers will need two approvals: one from Ukraine’s national gambling authority, and another from Google’s own gatekeepers.
Ukraine’s gambling industry, reborn after a decade-long ban, now has a global platform to match its domestic ambitions. But as with any power play, the fine print matters. And Google’s fine print is laser-focused on compliance, responsible gambling messaging, and age-restricted targeting.
Ukraine’s model offers new flexibility
While Brazil takes a harder stance by banning aggregator platforms outright, Ukraine is offering a more practical model. Aggregators can participate, but only if they hold the appropriate local licenses. This opens the door to a wider range of players, particularly mid-sized affiliates and tech-driven agencies, who have been locked out of stricter markets.
For Google, Ukraine fits into a broader vision. The company has been slowly building its Google Ads gambling policy updates into a flexible framework that works with, not against, regional law. Previous expansions into countries like Germany and Peru tested the waters. Ukraine shows it’s ready to scale the model without losing control.
A tight timeline, a clear opportunity
The short lead time between announcement and implementation may be challenging, but it favors teams who are prepared. With the certification window now open, advertisers aiming to dominate the Ukrainian market will need to move quickly. The advantage belongs to those who can get licensed, get approved, and launch in rhythm with the new rules. This policy update also reinforces Google’s long-term intent to shape a sustainable casino PPC and gambling PPC ecosystem that prioritizes verified advertisers over volume. In Ukraine, early movers with legal clearance and strong creative strategies will set the tone, defining the rules of engagement for everyone who follows.
