Google tightens rules for gambling advertisers
The tech giant will implement structural changes for advertisers in Europe, the Middle East, and Africa (EMEA). Starting March 23, 2026, Google will require a flawless compliance record and will prohibit the use of subdomains and free hosting to host gaming platforms.
Google has announced a deep update to its advertising policies for the gaming sector, sending a clear message: the era of technical flexibility is over. The Ads division, based in Dublin, will introduce new eligibility controls that will evaluate not only the operator's license but also their historical behavior on the platform.
Under the new "good health policy" (good health policy), Google will examine past compliance, current conduct, and future commitments of advertisers. Those operators with repeated infractions or previous certification revocations could be immediately rejected or permanently lose their current permissions.
The end of subdomains and free hosting
One of the most disruptive changes for marketing and affiliate departments is the tightening of technical requirements on how gaming platforms are structured:
- Ban on subdomains: Operators will no longer be able to run their sites under subdomains of external providers.
- Own infrastructure: The use of free hosting services will be strictly prohibited.
- Direct connection: Platforms must demonstrate a direct and verifiable link to the licensed gaming industry, prohibiting ownership of second-level domains that do not meet this transparency.
Regulatory and reputational pressure
This decision by Google is not isolated. It responds to growing pressure from European regulators. Recently, at ICE Barcelona 2026, Tim Miller (director of the UK Gambling Commission) harshly criticized Meta for allowing illegal casino ads. By tightening its filters, Google aims to anticipate possible fines and legal actions, like those it has already faced in Italy for violating the advertising ban in place since 2018.
Market impact
With the entry into force of these rules next March 23, the iGaming market will see a forced cleanup of "grey market" operators and affiliates using low-cost web structures to evade filters. For legal operators, this implies a greater compliance burden (compliance), but also a cleaner advertising ecosystem with less unfair competition from unauthorized sites.
Tags: Google betting advertising, Google betting ads, META betting advertising, Europe betting advertising, Africa betting advertising