Google Tightens Gambling Ads Policy
Google is set to implement significant updates to its Gambling and Games advertising policy on April 14, introducing tighter definitions, country-specific restrictions, and expanded certification requirements. The changes primarily impact gambling advertisers, affiliates, and social casino game operators.
Stricter Definition of Gambling-Related Content
One of the most notable changes is Google’s refined definition of “gambling” and “gambling-promoting content”. Under the revised policy, any website that directly links to online gambling services or facilitates gambling activities will be classified as promoting gambling.
This adjustment particularly affects affiliate and aggregator sites, limiting them to providing purely informational or comparative content about licensed operators. Websites that exceed these functions will face policy restrictions.
Google is introducing precise, region-specific guidelines instead of broad country restrictions. The new policy will explicitly list countries where gambling ads are completely prohibited.
Among these are Bulgaria, China, and Egypt, where gambling-related advertising will remain strictly off-limits.
New Certification Requirements for Social Casino Games
The updated policy introduces stricter requirements for social casino game advertisements. Certain regions will now require separate certification for advertising social casino products, ensuring compliance with local gambling regulations.
Additionally, social casino advertisers must maintain dedicated accounts if they also promote real-money gambling services. Any cross-promotion between the two categories is strictly prohibited. Violating this rule could lead to immediate enforcement actions, including permanent account suspensions.
Revised Guidelines for Online Casino and Mahjong Games
The policy revision clarifies distinctions between “online non-casino games” and gambling-related products. Skill-based games that meet the legal definition of gambling in specific regions must comply with all gambling-related regulations and obtain the necessary approvals.
Additionally, Google is expanding its definition of online gambling to include games that simulate traditional casino experiences, even if they use virtual currencies or in-game items that hold real-world value.
A new regulation targets Mahjong-related gambling activities in the Asia-Pacific region. While Mahjong gambling was previously unregulated, the update now explicitly bans paid versions of the game that involve monetary stakes.
Stricter Enforcement and Penalties
The updated policy reinforces the importance of maintaining valid gambling licences. Advertisers are now required to inform Google if their licences are revoked, suspended, or terminated.
Any attempt to serve gambling ads without valid documentation may result in account suspension.
Google is introducing stronger oversight for social casino game advertisers, classifying violations as “egregious”, meaning infractions could result in immediate and permanent account suspensions.
Additionally, repeated violations in other gambling-related advertising areas could lead to similar penalties.