Google will strengthen its gambling advertising certification requirements from September 14, 2026. It will introduce stricter compliance standards for advertisers and agencies operating under its Gambling and Games policy.
The updated rules expand a certification framework introduced earlier this year. They require all gambling and gaming advertisers to maintain a strong record of policy compliance to obtain or retain certification.
Stricter Certification Requirements
Under the revised policy, advertisers must demonstrate ongoing compliance with Google’s gambling advertising rules. They can no longer rely on a one-time certification approval.
The most significant changes apply to advertisers operating through Manager Accounts (MCCs). Google said MCCs that repeatedly lose gambling certifications, or oversee accounts with recurring policy violations, could become ineligible to apply for future online gambling certifications.
Google also reserves the right to revoke existing certifications. This would prevent affected advertisers from continuing to run gambling-related campaigns through Google Ads.
Greater Focus on Compliance History
The update reflects Google’s broader shift toward evaluating an advertiser’s overall compliance history. Instead of reviewing individual certification applications in isolation, Google will now look at the entire record.
As a result, agencies and organizations managing multiple gambling advertisers may face wider consequences if repeated policy breaches occur across the accounts they oversee.
Existing Domain Rules Reaffirmed
Google also reiterated several existing eligibility requirements ahead of the policy rollout.
Websites hosted on free subdomains remain ineligible for gambling certification. Applicants must own and directly control the domain used for certification. Additionally, domains unrelated to gambling cannot be certified solely for the purpose of running gambling advertisements.
Although these requirements are not new, Google said they will receive increased attention during the certification process.
Industry Impact
The revised policy places greater emphasis on maintaining long-term compliance with Google’s advertising standards. For gambling operators and marketing agencies, repeated violations could now jeopardize not only individual advertiser accounts. In addition, the certification eligibility of the manager accounts responsible for overseeing them may also be at risk.
The new enforcement measures are scheduled to take effect on September 14, 2026.
