Google expands gambling ads to 16 markets
Google is preparing to impose stricter certification and compliance requirements on gambling advertisers using Google Ads and, separately, will expand the markets where authorized buyers can run gambling-related ads through Google Ad Manager. The changes to Google Ads' Gambling and Games policy will take effect on September 14, 2026, and focus on which advertisers are authorized to use the tool, rather than the jurisdictions where ads can be displayed.
Under the revised rules, advertisers will need to meet expanded certification standards and maintain what the company calls good policy health to retain approval, with an assessment of both the operator's licensing status and its compliance history. Operators with repeated violations or poor histories may have their certification denied or lose existing approvals, and marketing agencies managing multiple accounts will be subject to increased scrutiny, as repeated violations across managed accounts could affect their eligibility.
Before these changes, starting August 10, Google will expand the jurisdictions covered by its Ad Manager Authorized Buyers policy. According to a Yugatech report, the company informed its partners that these buyers will be able to promote online gambling and social casino content in additional markets. The rollout includes the Philippines, Argentina, Australia, Brazil, Canada, France, Germany, Hong Kong, Japan, South Korea, New Zealand, South Africa, Spain, Sweden, Switzerland, and the United Kingdom, and eligible buyers running ads through the Authorized Buyers program will no longer need to obtain Google certification for end advertisers.
The policy applies to ads for online casinos, sportsbooks, bingo and slot sites or apps, online lottery products, sports betting, and games involving virtual currencies with real value, and such advertising must comply with applicable laws, regulations, and industry standards in each market. According to Google, the August change is limited to the Ad Manager Authorized Buyers policy and does not modify other advertising frameworks, including the Google Ads Gambling and Games policy, so publishers in the new jurisdictions may receive more gambling display ads, although they will still be able to block specific categories using brand safety tools.
Together, the August and September updates expand access to the company's publisher network while increasing control over advertisers' compliance history. Licensed operators, affiliates, and agencies will have more opportunities to reach consumers, but continued access will increasingly depend on adherence to advertising rules and platform requirements.
Tags: Google Ads, Google Ad Manager, Gambling and Games policy, advertiser certification