Google is preparing to implement stricter rules for gambling advertisements, focusing on tightening certification requirements and preventing illegal operators from using its platform. The new policies are expected to take effect on March 23 and represent one of the biggest changes Google has introduced in its gambling ad framework in recent years.
Stricter Certification Requirements
Google’s updated policy will stop issuing ad certification to gambling websites hosted on free platforms using subdomains from third parties, such as WordPress and Wix. Instead, advertisers must fully own the core domain of their website. This move aims to ensure that only legitimate gambling businesses can run ads on Google’s network.
Moreover, Google clarified that websites unrelated to betting or gambling cannot obtain certification to run gambling ads. These changes indicate Google’s intention to reduce fraudulent ads and prevent unlicensed operators from accessing its advertising ecosystem.
A Broader Crackdown on Illegal Gambling Ads
This update marks a major shift in Google’s approach to gambling advertising, following its earlier expansion of offline gambling ad policies across 35 countries. In addition, Google continues to adjust policies based on local regulations, such as its planned changes in India following the country’s ban on real-money online games.
The timing is significant because other major tech companies have faced criticism for enabling illegal gambling advertising. Regulators have increasingly pressured platforms to improve proactive detection and enforcement, rather than relying on user reports.
Industry Pressure and Criticism of Big Tech
For example, UK Gambling Commission CEO Tim Miller recently criticized Meta for allegedly failing to detect ads from operators bypassing the GamStop self-exclusion system. He emphasized that platforms should use their own keyword tools to block illegal gambling ads proactively, rather than waiting for users to report them.
Meta has faced similar accusations in the past. A Reuters investigation suggested that Meta may have earned up to $16 billion in 2024 from ads linked to scams and prohibited products, including illegal online casinos. Meta responded by saying the report presented a selective and misleading view of its anti-fraud efforts.
Still, Policing Illegal Gambling Remains Difficult
Despite Google’s stricter requirements, the challenge of policing illegal gambling advertising persists. A simple Google search for “non-GamStop online casinos” still returns numerous affiliate sites promoting unregulated operators. As a result, while Google’s new criteria may reduce fraudulent ads, the problem remains complex and difficult to fully control.
