Google Approves Online Gambling Advertising in Belarus

Google’s New Policy on Gambling Ads in Belarus

In a significant update following recent developments in Ukraine, Google has expanded its approval of online gambling advertisements to Belarus. This move aligns with the unique gambling regulatory system in Belarus, which includes both commercial gaming and state-operated lotteries under separate authorities.

Categories of Permitted Gambling Advertisements

Effective January 22, 2026, Belarusian operators with appropriate government licenses will have the opportunity to promote gambling services through Google’s platforms. Advertisers can select from four categories of gambling ads:

• Online poker games, which are clearly authorized within Belarus.
• Sports betting, allowed for operators holding valid licenses.
• Online casino games, also regulated for licensed providers.
• State lotteries, which Google supports for government-approved lottery campaigns under strict oversight.

Licensing and Compliance Requirements for Advertisers

The regulation divides licensing responsibilities by gambling type. Online poker, sports betting, and casino operators are regulated by the Ministry of Taxes and Duties, whereas lottery operators require permission from either the Office of the President or the Ministry of Sport and Tourism.

According to Google’s updated policies released on January 6, advertisers will need to follow two separate compliance paths tailored to their gambling category, as there is no single regulatory body for all types of gambling advertising in the country.

Advertisers must complete Google’s certification process within approximately 10 days prior to launching campaigns. This includes submitting documentation proving authorization by the appropriate Belarusian authority. Maintaining certification throughout the campaign is mandatory, along with immediately reporting any changes such as license suspensions, revocations, or ownership changes.

Additional recertification is required if an operator undergoes ownership transitions, expands into new gambling offerings, or alters licensing arrangements.

Content and Targeting Standards

Google emphasizes strict adherence to content guidelines, age-restriction policies, and responsible gambling messaging aligned with consumer protection goals. Any violations of these standards can result in immediate suspension of advertising rights.

Advertising geo-targeting is restricted exclusively to Belarus, meaning operators cannot promote their services beyond national borders without separate certification processes.

Impact on Belarusian Gambling Industry

With this updated framework, licensed Belarusian gambling entities can more effectively connect with local audiences on Google’s advertising platforms while complying with both local regulatory demands and global operational standards. This move follows Google’s recent expansion of advertising allowances to regulated prediction markets, underscoring its broader strategy to support regulated gambling sectors worldwide.