Get ready for Google to serve updates to its “Gambling and Games” policy on April 14, 2025. These revisions come on the heels of prior updates rolled out back in November 2024. The updates will provide adjustments to country-specific guidelines, as well as clearer definitions of gambling-related categories. The policy update also clarifies what gambling advertisements are permitted vs restricted.
The revised policy requires advertisers to maintain valid certifications where necessary, target only approved countries, display responsible gambling information, avoid marketing to minors, and align with local regulations.
In adherence with these revised guidelines, online gambling ads will only be permitted in specific countries where certification criteria are met. Country-specific restrictions will continue to guide where offline-gambling advertisements are permitted, such as those promoting physical casinos and poker tournaments.
revised guidelines apply to anywhere online gambling ads are offered
Even affiliate sites, as well as other gambling-promoting content, must comply with local regulations and abstain from directing consumers to unlicensed gambling services. The revised guidelines apply to anywhere online gambling ads are offered, such as at online casinos, sports betting, and lottery ticket sales.
Social casino game promotions will be permitted but will require certification, and the promotions are required to include clear disclaimers that no real-money gambling is involved.
Avoiding ad disapprovals and account suspensions depends on advertisers complying with Google’s certification requirements. Google will execute permanent bans from advertising on its platform if it discovers repeated violations or false information in certification applications.
To help advertisers better prepare for the changes before they become active, Google has provided a preview of the revised policy.