Google to Allow Gambling Ads in Ukraine Starting July 14

Licensed-Only Access to Google’s Ad Ecosystem

Under the new policy, only state-licensed entities and certified aggregators will be eligible to advertise gambling services in Ukraine through Google’s advertising channels. These include Search, Google Play, YouTube, Discover, and the Display Network. Eligible categories cover online casino games, sports betting, poker, lotteries, and promotional gambling content.

Advertising will be limited to Ukrainian users, consistent with Google’s country-specific targeting restrictions for gambling. Creative content must comply with existing ad standards, including age targeting and responsible gambling disclosures.

To advertise legally, operators must complete a two-stage process. First, they must secure approval from Ukrainian regulatory bodies. Only then can they apply for Google’s gambling certification, a process already in place in other regulated markets such as Germany, Romania, Brazil, and Peru.

Certification involves submitting documentation to Google’s internal verification system, which evaluates regulatory compliance and advertising practices. Importantly, approval is not one-off—operators are required to notify Google of any licensing status changes and may face re-certification if conditions change.

Compressed Timeline and Compliance Pressure

Operators and agencies face a tight deadline. With only two weeks between the announcement and implementation, eligible companies must act quickly to finalize licensing, prepare documentation, and submit certification applications.

Multi-vertical operators—those offering more than one gambling product—must acquire separate licenses for each category. This adds complexity and may extend application timelines, particularly for companies new to Ukraine’s regulatory environment.

The policy change opens Google’s ad infrastructure to operators that were previously limited to smaller-scale or alternative digital channels. Established Ukrainian firms with full licensing are positioned to benefit first, particularly those with the resources to meet certification criteria by the July 14 launch.

Aggregators are also permitted under the Ukrainian policy—unlike recent restrictions in Brazil—provided they meet licensing standards. This could offer new advertising opportunities for local B2B intermediaries.

By contrast, smaller or newly formed operators may face barriers to entry. The administrative burden of licensing, combined with Google’s compliance obligations, could concentrate early advertising power in the hands of larger firms with more developed legal and technical resources.

The Ukrainian rollout reflects Google’s broader strategy of entering only fully regulated gambling markets. Each new country-specific implementation is tied closely to local licensing frameworks and often includes customized restrictions. For example, Germany restricts ads to GGL-licensed operators, and Brazil enforces a Ministry of Finance-only model while banning aggregators entirely.

Ukraine’s model is comparatively flexible, allowing multiple licensed verticals and certified aggregators. But this flexibility is tempered by rigid enforcement. Violations of either Google policy or local regulation may result in immediate suspension of ad campaigns, with limited recourse for appeal.

What Happens Next

Google will update its official Gambling and games policy page with Ukrainian-specific requirements on July 14. Operators must complete both local licensing and Google certification before that date to launch any campaigns.

All certification requests are processed through Google’s existing system, which typically requires several weeks. For operators seeking early access, immediate submission is necessary.