Google tightens gambling ad certification rules, raising compliance bar for African operators
Google’s tougher certification rules will apply from September 14, affecting licensed gambling operators advertising across regulated African markets.
Ghana.- Licensed gambling operators advertising through Google Ads will face stricter certification requirements from September 14 after Google announced a global update to its Gambling and Games advertising policy that expands certification requirements to all gambling and gaming categories.
Google currently permits certified gambling advertising in Angola, Cameroon, Ghana, Kenya, Mozambique, Namibia, Nigeria, South Africa, Tanzania and Uganda, subject to local licensing and Google’s certification requirements. Licensed operators in these jurisdictions must already comply with local gambling laws before obtaining certification to advertise through Google Ads. The policy update expands those certification requirements across these regulated markets.
In an official Google Ads policy update published on July 13, Google said: “On September 14, 2026, the Google Ads Gambling and games policy will be updated to expand the certification requirements launched in March to all categories under this policy.”
The company added that all accounts seeking to advertise in any gambling and games category must demonstrate good policy health, extending a requirement that previously applied to a narrower set of advertisers.
The update extends the certification requirements introduced in March 2026 to all categories covered under Google’s Gambling and Games policy, broadening the eligibility standards for advertisers seeking to promote gambling-related products and services.
Stricter oversight for gambling advertisers
Google is also introducing tougher enforcement measures for Manager Accounts (MCCs) overseeing multiple gambling advertising accounts.
According to the policy update, Manager Accounts with repeated online gambling certificate revocations, or accounts under their management that are repeatedly flagged for gambling violations while using a certificate, “will forfeit eligibility to apply for any new online gambling certificates and may have existing certifications revoked.”
Google also reiterated existing domain requirements, stating that:
- Websites hosted on free subdomains are ineligible.
- The domain must be directly owned and controlled by the business.
- Domains unrelated to gambling are ineligible for certification.
The company said the “Certification” section of its Gambling and Games policy will be updated when the new requirements take effect on September 14.
The update marks a broader expansion of Google’s gambling advertising rules, bringing all gambling and gaming categories under the same certification framework.
