Google has expanded its gambling advertising certification requirements to all markets and categories covered by its Gambling and Games Policy. As a result, there are now increased compliance requirements for operators, affiliates, agencies and other gambling advertisers.
The updated rules took effect on September 14. They extend the “good policy health” checks that Google introduced in selected gambling markets in March 2026.
Advertisers Must Maintain Certification
Gambling advertisers must obtain and maintain Google certification before they can run gambling-related ads.
Google can block accounts that fail its compliance checks and revoke existing certifications when advertisers violate its requirements.
The company has also strengthened its oversight of Manager Accounts (MCCs), which agencies and third-party providers use to manage multiple advertising accounts.
MCCs with repeated gambling certification revocations, or accounts under their management that repeatedly breach gambling policies while using a certificate, can lose eligibility to apply for new gambling certifications. In addition, Google can also revoke existing certifications linked to those accounts.
Domain Ownership Faces Closer Checks
Google has reiterated its requirements for domains used in gambling certification applications.
Websites hosted on free subdomains cannot obtain certification. Businesses must directly own and control the domain submitted for approval, while standalone domains unrelated to gambling also remain ineligible.
Google also confirmed that it uses the English-language version of its Gambling and Games Policy as the official reference. This version is used when evaluating compliance and applying enforcement measures.
Gambling Advertising Faces Greater Scrutiny
The global expansion comes as regulators continue to examine gambling advertising on major digital platforms, particularly in Europe.
In July, the Court of Justice of the European Union ruled that Google could not automatically rely on intermediary liability protections for gambling content. This applies to material uploaded to YouTube by commercial partners.
The case concerned a €750,000 fine from Italy’s communications regulator AGCOM. The fine was over videos promoting online gambling in breach of Italy’s Dignity Decree.
Google Reports Large-Scale Ad Enforcement
Google’s 2025 Ads Safety Report highlights the scale of its enforcement activity. The company blocked or removed approximately 270.7 million gambling and gaming advertisements during the year. It also restricted a further 123.9 million.
For gambling operators and affiliates, the expanded certification framework means maintaining advertising access now requires closer attention to account compliance. In addition, there is more focus on domain ownership and the wider advertising ecosystem managed through agency accounts.
