Google to Allow Gambling Ads in Ukraine Starting July 14, 2025

July 1, 2025

News

Introduction to Google’s New Gambling Ad Policy in Ukraine

Starting July 14, 2025, Google will permit gambling advertisements in Ukraine, provided advertisers hold the necessary state licenses and receive Google’s explicit approval. This adjustment reflects Google’s effort to align its advertising policies with national regulations, marking a significant development in its broader advertising strategy.

Dual Approval Requirement for Gambling Advertisers

The announcement, made on June 30, gives gambling operators and marketing agencies just two weeks to prepare for compliance—a notably shorter timeline compared to other markets. To participate, advertisers must first secure authorization from Ukrainian regulatory authorities. Additionally, Google requires separate permits for each form of gambling promotion, including online poker, casino games, sports betting, and state lotteries. Once approved, advertisers can utilize Google’s full range of advertising platforms such as Search, YouTube, Discover, Google Play, and the Display Network. The ads will specifically target users in Ukraine, adhering to Google’s regional content policies for gambling. Advertisers must also comply with standard advertising rules, including age restrictions, responsible gambling messages, and safeguards to protect minors. The certification process involves two key stages: official government approval followed by Google’s internal certification. This rigorous approach mirrors procedures already in place in countries like Germany, Brazil, and Peru. Advertisers are required to maintain compliance, with the possibility of re-certification or suspension of ads if their license status changes.

Impact of Ukraine’s Licensing Policies on Gambling Aggregators

Ukraine’s regulatory environment differs from some countries, such as Brazil, by permitting gambling aggregator platforms to operate if properly licensed. This opens pathways for both domestic and international companies specializing in aggregated gambling services. The Ukrainian gambling market is expected to experience a rise in digital marketing activities as businesses adapt to the new regulations. Larger companies with sufficient resources are likely to gain an advantage by swiftly completing the certification process, whereas smaller firms may face challenges due to the complexity and cost of obtaining multiple licenses.

Google’s Approach and What Advertisers Should Expect

Google’s entry into regulated markets like Ukraine follows the establishment of clear local legislation, ensuring compliance while expanding its advertising reach. Gambling operators aiming to start advertising as soon as possible must act quickly since the dual-step certification can take several weeks. Google has pledged to update its Gambling and Games policy page with detailed guidance for Ukrainian advertisers as the launch date approaches.