Google updates betting ad rules, tightens restrictions in 40+

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Google updates betting ad rules, tightens restrictions in 40+

Google Ads announced a new update to its global Gambling and Games policy, introducing changes that directly impact both physical operators and the digital betting ecosystem. The company aims to strengthen control over the content promoted on its platform and limit the visibility of unauthorized sites, especially in markets where gambling is illegal.

Physical betting: now with explicit distinction

As of November 19, 2025, Google officially differentiates between physical gambling and online gambling, incorporating them as separate categories within its regulatory framework.

The new version formalizes that it is possible to advertise legal physical establishments, provided local legislation allows it. Examples enabled include:

Google also reminded that the English version is the only valid one for interpreting the policy, while translations in the Help Center have no normative value.

The strictest restriction: total ban in countries where gambling is illegal

The most relevant change is the tightening of the ban on advertising physical betting.

From now on, any territory where physical gambling is illegal is automatically excluded, expanding the list to more than 40 countries directly mentioned by Google.

Among them are key markets in Asia, Africa, the Middle East, and Europe, such as: Afghanistan, Algeria, Bahrain, Bangladesh, Bulgaria, China, Egypt, India, Indonesia, Iraq, Italy, Jordan, Kuwait, Lebanon, Libya, Lithuania, Malaysia, Morocco, Oman, Pakistan, the Philippines, Saudi Arabia, Singapore, Sudan, Syria, Taiwan, Thailand, Turkey, Ukraine, Vietnam, Yemen, and more.

Selective opening for online gambling

In contrast, the tech giant expanded the number of countries authorized for ads from licensed online operators. Cameroon and Namibia join the list of African markets where online gambling can be legally promoted.

Brazil: Google opens Google TV Masthead to sports betting

In a parallel decision, Google enabled from November 13 the advertising of sports betting and Daily Fantasy Sports in the premium Google TV Masthead format, both in Brazil and the United Kingdom.

This is one of the most visible spaces in the Google ecosystem, historically restricted for this industry.

To access this main carousel, advertisers must meet stricter technical standards:

With this opening, Google allows operators linked to sports to expand their presence in the platform’s main television showcase, at a time when Brazil is consolidating as one of the most relevant markets for the industry.

Tags: Brasil, Google, Google Ads, betting advertising, Google betting advertising