This post is part of our Policy Update hub — see all updates.
YouTube’s stricter gambling content rules are beginning to reshape how iGaming affiliates operate on the platform. The policy changes, introduced on 19 March, are part of a wider move by Google to curb the promotion of unapproved gambling services, but even those promoting legitimate brands are being caught in the net.
Under the updated rules, creators can no longer include clickable links to gambling websites unless they’re approved by Google. Verbal mentions, on-screen text, or visual branding that direct viewers to these platforms are also banned. On top of that, any content promising guaranteed returns from gambling will be removed entirely, regardless of whether the site is regulated.
Tighter age rules cut reach
Another major change is the automatic age restriction applied to all gambling-related videos. Anyone under 18, or not logged into YouTube, is now blocked from viewing this content. This poses a particular challenge in the UK, where a significant number of users browse YouTube without logging in.
These updates are already prompting a shake-up in the way affiliates approach the platform. Many relied on referral links in video descriptions to generate clicks and income, and their removal is forcing a rethink of content strategy. Whilst the changes may affect brand visibility more than direct revenue in some cases, the impact is significant enough to prompt a shift.
Adapting to new rules
Affiliates are now being urged to explore alternative content formats that focus on gambling education, legal guidance, and responsible play. There's also a growing need to diversify across platforms and reduce overreliance on YouTube traffic.
These changes follow the broader trend of stricter digital advert controls, reflected in the recent New Google Ads gambling rules. With Google Ads policy gambling updates aligning across platforms, affiliates are being pushed towards more ethical, transparent promotion in the iGaming space.
