BetDaddy Takeaways:
🟠 Google’s gambling advertising policy update takes effect on April 14, 2025, introducing stricter definitions, country-specific restrictions, and expanded compliance measures.
🟠 Advertisers must maintain valid licenses and certifications while ensuring compliance with regional regulations to avoid account suspensions or permanent bans.
🟠 The policy tightens control over social casino games, explicitly prohibiting real-money gambling ads within social casino content and enforcing strict certification requirements.
Stricter Gambling Advertising Rules Coming in April 2025
Google has announced a major update to its Gambling & Games advertising policy, set to take effect on April 14, 2025. This update introduces stricter compliance measures, clearer definitions of gambling-related content, and a detailed breakdown of country-specific restrictions.
The revised policy aims to reinforce responsible gambling practices while ensuring advertisers operate within regulated markets. Key changes include stricter licensing requirements, a broader definition of gambling activities, and a heightened enforcement approach for non-compliance.
Key Changes in Google’s Gambling Advertising Policy
1. Stricter Definitions for Gambling Content
One of the most significant updates involves how gambling-promoting content is defined. Under the new policy:
Any website that directly links to online gambling platforms or facilitates gambling services will be categorized as gambling-related content.
Affiliate websites must strictly focus on informational or comparative content about licensed gambling services to avoid restrictions.
2. Country-Specific Restrictions
Google is replacing its generalized country restrictions with a more detailed list of approved and prohibited gambling markets. This includes:
A clearer breakdown of countries where gambling ads are banned (e.g., Bulgaria, China, Egypt).
Country-specific restrictions on offline gambling ads, covering physical casinos and poker tournaments.
3. Tighter Licensing & Certification Requirements
Google is placing greater emphasis on valid licensing, requiring advertisers to:
Maintain up-to-date licenses and report any revocations, suspensions, or terminations immediately.
Obtain necessary certifications based on their gambling category and targeted regions.
Avoid serving gambling ads without proper documentation, as doing so may result in account suspension or permanent bans.
4. New Rules for Social Casino Games
Social casino games – games that simulate gambling without real-money payouts – are facing new restrictions:
Advertisers promoting social casino games must apply for specific certification.
If a company promotes both real-money gambling and social casino games, they must maintain separate Google Ads accounts.
Real-money gambling ads within social casino games or related websites are strictly prohibited.
Violators will face immediate and permanent account suspension, as breaches in this category are now classified as "egregious violations."
5. Expanded Definition of Online Gambling
Google is broadening its definition of online gambling to include:
Casino-style games that use virtual currencies or in-game items with real-world value – even if they do not offer direct cash payouts.
Mahjong gambling in the Asia-Pacific region, which is now explicitly banned.
Skill-based games that meet a region’s legal definition of gambling will require specific approvals and gambling-related restrictions.
What This Means for Advertisers
With Google tightening its gambling advertising policies, advertisers need to take proactive steps to ensure compliance:
Review Licensing & Certifications – Ensure all gambling-related permits are valid and promptly report any updates to Google.
Monitor Country-Specific Rules – Ads targeting restricted regions will either be disapproved or labeled “Eligible (limited).”
Comply with Stricter Social Casino Rules – Avoid cross-promotion of real-money gambling within social casino content.
Stay Updated on Google’s Guidelines – Continuous monitoring of policy changes is essential to prevent penalties.
Google Promoting Responsible Gambling
After their previous advertising rules update, slashing illegal gambling ads in Germany back in November, Google strikes back with a global approach to responsible gambling . Their updated gambling advertising policy underscores the company’s commitment to responsible gambling and compliance with local regulations. Advertisers in the gaming industry must adapt to these new guidelines to avoid disapprovals, account suspensions, or permanent bans.
With the April 14, 2025 deadline approaching, now is the time for advertisers to review their strategies, secure necessary certifications, and ensure all gambling-related ads align with Google’s revised standards.