Google to Enforce Stricter Rules on Gambling Advertisements
Introduction to Google’s New Gambling Ads Policy
Starting March 23, 2026, Google will implement tougher certification standards for advertisers in the gambling sector through its updated Gambling and Games policy. This move will significantly impact websites related to gambling, requiring advertisers to maintain strong compliance records to qualify for certification.
Eligibility and Compliance Requirements
The core of the policy update focuses on advertisers’ eligibility. From March 2026, those applying for gambling advertisement certification must prove a solid compliance history. Google will closely review an advertiser’s past and present adherence to its policies and their commitment to ongoing compliance.
Additionally, advertisers must control the primary part of their website’s domain — the second-level domain — to qualify. Sites without a valid or significant connection to gambling activities will be disqualified from receiving certification.
Restrictions on Website Hosting and Structure
Google is also tightening rules on the hosting and organization of gambling websites. Gambling sites will no longer be allowed to operate on free hosting platforms or as subdomains of other services. Moreover, only sites with a clear link to licensed gambling operations will be eligible. Advertisers will also be prohibited from running multiple gambling-related second-level domains.
Reasons Behind Google’s Policy Changes
Though Google has not provided a specific explanation for these upcoming changes, industry analysts suggest the move aligns with increasing regulatory scrutiny on gambling ads in Europe. The European Union has a fragmented approach, with each member country enforcing its own rules, further complicated by separate frameworks in non-EU countries like the United Kingdom, Switzerland, and Norway.
At the same time, Google is aiming to expand its presence in Europe’s gambling market by refining its advertising policies in different regions. For instance, it recently allowed operators in Belarus to advertise gambling services, marking a significant development in that market.
Implications of the New Policy
Ultimately, Google’s strict new measures aim to ensure gambling advertisements come from legitimate, directly responsible operators. This will help minimize fraudulent or deceptive promotions appearing on Google’s platforms and align the company’s practices with the more rigorous gambling advertising regulations being introduced across Europe.
