Google has introduced stricter gambling advertising certification requirements, increasing the responsibility of operators and affiliates to prove their licensing status and keep certification information updated. The revised rules took effect on 26 August and cover online gambling, qualifying non-casino games and social casino advertising.
Licence Checks Become More Detailed
Advertisers must hold a valid local licence for every country they target and provide supporting evidence. Where the advertising entity, gambling operator and domain have different names or corporate structures, applicants must also demonstrate how these entities are connected.
Google is therefore placing greater emphasis on transparency across the entire advertising chain, rather than relying solely on the existence of a gambling licence.
Gambling Websites Face New Requirements
Certification now also involves closer checks of advertising destinations. Gambling websites must prominently display age warnings, responsible gambling resources and terms and conditions.
Footers must identify the licensee and licence number, while privacy policies must identify the relevant data controller. Operators must also publish their registered business name and licensing information.
For affiliates and aggregators, advertised domains must link exclusively to gambling operators that are licensed in the relevant market. Their websites must also clearly indicate that outbound links lead to authorised gambling businesses.
Apps and Account Structures Face Restrictions
Mobile gambling apps must have a clear connection between the licensed website and their official Apple App Store or Google Play listing. Both destinations must provide a functioning link to the other.
Google has also introduced stricter account requirements. Advertisers targeting multiple countries must submit a separate certification application for each country. Online gambling and social casino certifications cannot be held within the same Google Ads account, while different social casino targeting groups may also require separate accounts.
Recertification Becomes Ongoing Requirement
One of the biggest changes is the requirement to recertify after a material change to previously submitted information. Failure to update certification could result in account suspension.
The revised framework effectively turns Google gambling certification into an ongoing compliance responsibility. Operators and affiliates must keep licences and regulatory records current, ensure advertising destinations meet Google’s requirements and maintain accurate links between their businesses, brands and domains.
