This post is part of our Policy Update hub — see all updates.
Google has announced new rules for gambling advertisements, set to take effect on 14 April 2025. The updated policy aims to bring clearer guidelines, stronger compliance measures, and more country-specific regulations. These changes will affect advertisers, gambling operators, and affiliate marketers who promote gambling-related content on Google’s platforms.
Stricter definitions and advertising restrictions
Under the new policy, Google has tightened the definition of gambling-related content. Websites that directly link to online gambling services will now be considered gambling advertisers and must follow stricter rules. This means affiliate websites that previously promoted gambling services with direct links will now only be allowed to provide informational content. This means companies that advertise gambling services must hold valid licences and follow local gambling laws. Advertisers who fail to comply risk having their adverts suspended or removed.
New country-specific requirements
Google is also changing how it applies gambling advert restrictions based on location. Instead of broad regional restrictions, the new policy will list specific countries where gambling adverts are banned. In the UK, advertisers will still be allowed to promote gambling services, but they must comply with regulations set by the UK Gambling Commission. This includes ensuring that all ads are age-appropriate and do not target vulnerable audiences.
Tighter rules for social casino games
Companies that promote social casino games—free-to-play games that simulate gambling—will now face stricter regulations. Google will require certification for advertisers running these types of promotions. So that advertisers cannot mix real-money gambling ads with social casino games. Any violation of this rule will be considered a serious offence, leading to immediate and permanent account suspension.
Focus on responsible gambling
The goal for Google is to place more responsibility on advertisers to ensure compliance. If a gambling company loses its licence, it must immediately inform Google. Any operator found running gambling adverts without proper licensing will face account suspension. These new rules are part of Google’s ongoing efforts to promote responsible advertising while ensuring compliance with local gambling laws.
