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Google has announced substantial changes to its certification procedure for gambling advertisements, with the revised requirements scheduled to take effect in October 2026.
The updates place greater emphasis on continued compliance, meaning businesses cannot rely solely on meeting certification requirements at application.
Stricter checks for gambling advertisers
Announced on September 14, the changes put greater emphasis on ongoing compliance, with Google requiring accounts seeking gambling certification to maintain "good policy health."
For Manager Accounts, significant numbers of certificate revocations or gambling policy violations among accounts under their management can result in losing eligibility to apply for new online gambling certificates, and existing certifications may also be revoked.
Advertisers need a valid local license in every market they target and must provide proof during certification.
Separate applications are required for individual countries, so operators and affiliates active across Asian markets must complete the process for each market.
Offline gambling advertisements are already prohibited in India, Indonesia, Malaysia, the Philippines, Singapore, Thailand, Vietnam and the UAE, while other markets face more limited advertising permissions.
Affiliate marketers and aggregators will face further conditions. Gambling websites must direct users only to fully licensed operators authorized in the relevant territory and clearly identify external links to legitimate gambling businesses.
Destination sites will also need licensing details, age verification, responsible-gaming tools and contractual terms.
Agencies and affiliate networks using Manager Accounts could face wider consequences when accounts under their oversight repeatedly breach policies or have certifications revoked.
Such histories may affect eligibility for new gambling advertising certificates. Social casino promotions remain governed by separate rules.
Wider impact for advertisers
The changes could affect affiliates running PPC casino and PPC betting campaigns, particularly when advertisements direct users to third-party operators.
Businesses running PPC casino ads may need to pay closer attention to the status of the brands and websites featured in their campaigns.
The same issue extends to Google Ads casino promotions, where the advertised destination must meet the relevant requirements.
Agencies managing PPC betting accounts could face wider concerns if repeated policy problems affect certification eligibility.
Businesses planning Google Ads casino campaigns may need to review their advertising arrangements before October, with PPC casino and PPC betting activity still governed by the rules applicable in each market.
