Google Changes Gambling Ad Policies, Country Revisions Made
In terms of advertising, Google has announced that its Gambling and Games Policy is changing, with the amendments set to come into force in April.
Key Facts:
- Revisions to country-specific guidelines are being made
- Google is also providing a set of much more detailed explanations of the different gambling categories
- The policy maintains strict certification requirements, as well as emphasising responsible gambling practices
- Non-compliance with the new policy can result in ad disapprovals or account suspensions, with permanent advertising bans also possible
The internet giant is one of the biggest advertising companies on the planet, so the update is likely to impact how the gambling industry operates significantly.
Google said it will aim to offer clearer definitions of various gambling-related categories and adjust its country-specific guidelines.
A preview of the revised policy is already available, giving advertisers an opportunity to check out the new rules prior to them coming into force in a few weeks.
Local Regulations
With online gambling rules changing in various countries at the moment, one of the key changes for Google is making sure its policies are up to date.
Similarly, the UK is bringing in slot stake limits to prevent adults from being able to gamble more than £5 per spin on a slot game.
Google’s new gambling and games policy focuses heavily on permitted and restricted gambling advertisements, with this being a core part of the business.
A statement pointed out that the available preview may not be the final policy change.
Google said: “Please note that any further updates made to the gambling and games policy before April 14, 2025 may not appear in this preview but will be incorporated into the final policy update on that date if they take effect on or before that date. Such updates will be notified following our standard processes.”
Specific information like gambling ads being completely prohibited in countries such as Bulgaria and China is also going to be in the newly updated Google policy.
Gambling-Related Content
One of the big changes to Google’s Gambling and Games Policy that is coming into force in April is how the company defines gambling-related content.
Any website providing a direct link to online gambling – as well as facilitating gambling services – is going to be classified as promoting gambling.
Affiliate and aggregator websites are among those expected to be affected by the change.
The update to Google’s gambling policy means that these sites will be restricted from providing informational or comparative content about licensed gambling services.
Companies that fail to meet the new Google guidelines could face ad disapprovals or account suspensions.
Google pointed out that permanent advertising bans will also be possible.
