This post is part of our Policy Update hub — see all updates.
Starting April 14, Google will roll out a significant update to its advertising policies that will have a major impact on the gambling industry, especially for social casino and skill-based games. The new rules are poised to change the way gambling advertisements are handled, putting stricter controls on what can be promoted and who can advertise.
What’s Changing with Google Ads Gambling Policy
The new Google Ads gambling rules introduce key changes that will impact the industry. Mahjong adverts will be banned in certain regions, and gambling is now defined as any betting activity involving chance for a prize. Social casino game adverts must target adults, comply with regional licensing, and disclose in-game purchases.
These updates could challenge operators in legal grey areas, such as sweepstake casinos. As a result, some gambling operators may struggle to meet these new requirements, potentially losing access to Google Ads—an important advertising platform.
Stricter Privacy and Data Controls
Google’s new gambling policy updates also include stricter privacy and data controls, aligning with UK and EU regulations like the Data Protection Act. These rules give users more control over their personal data, impacting how companies collect and use it for advertising. As a result, only licensed gambling operators can advertise through Google, ensuring compliance with local laws. UK-based casinos may need to adjust their practices, such as raising the minimum player age or removing certain offers in specific regions to meet these updated requirements.
Looking Ahead: Impact on Gambling Advertising
These changes mark a turning point for gambling advertisers, as they will need to adapt to new guidelines to ensure compliance. With Google prioritising user protection and privacy, the landscape for online gambling adverts is bound to shift, demanding more responsibility and transparency from operators.
The Google Ads gambling policy updates will undoubtedly reshape the online advertising landscape. Operators must stay informed about these changes and adjust their strategies to comply with the new rules, ensuring their marketing efforts remain effective whilst prioritising user safety.
