Google will expand its programmatic gambling advertising policy to 37 markets from August 10. Meanwhile, the company will introduce stricter certification requirements for gambling advertisers using Google Ads from September 14.
The updates broaden access to Google’s Authorized Buyers network. They also increase compliance standards for advertisers purchasing ads directly through Google Ads.
Programmatic Advertising Expands to More Markets
Under the revised Authorized Buyers policy, approved buyers will be able to serve online gambling and social casino advertisements across 37 markets. These markets include Brazil, Japan, South Korea, Taiwan, the Philippines, the United Kingdom, Australia, Canada, and several European countries.
The update removes the existing certification requirement for end advertisers within the Authorized Buyers program in those markets. However, all advertising must continue to comply with local laws, regulations, and industry standards.
The policy covers a wide range of gambling-related products. These include online casinos, sportsbooks, bingo, slots, online lotteries, sports betting, and games involving virtual currencies or in-game items with real-world value.
Publishers Retain Advertising Controls
Google said the changes apply only to its Authorized Buyers program. However, they do not affect other advertising policies, including the Google Ads Gambling and Games policy.
Publishers in the newly supported markets may experience an increase in gambling-related display advertising. Still, they will continue to have access to existing controls, including blocking specific advertisers, restricting authorized buyers, and managing sensitive advertising categories through the Ad Review Center.
Google Ads Certification Rules Tighten
A separate policy update taking effect on September 14 will introduce stricter certification requirements for gambling advertisers using Google Ads.
Under the revised framework, advertisers must meet expanded certification standards and maintain a strong record of policy compliance. Google said licensing status, compliance history, and overall policy health will be considered when determining certification eligibility.
The company also warned that repeated policy violations could result in certification being denied or revoked. Marketing agencies managing multiple advertising accounts may face additional scrutiny if recurring compliance issues are identified across managed accounts.
The combined policy changes expand opportunities for programmatic gambling advertising. At the same time, they reinforce Google’s focus on regulatory compliance and responsible advertising standards.
