Google expands gambling ad certification rules to all markets
Certification standards first applied in selected markets in March now cover every category under the company’s Gambling and Games Policy from 14 September.
US.- Google has begun enforcing expanded certification requirements for all gambling and games advertisers on its advertising platforms. The update on September 14 extends the “good policy health” checks that Google first applied in selected gambling markets in March 2026 to every category covered by the Gambling and Games Policy.
Advertisers must obtain and maintain certification before gambling ads can run. Accounts that fail the checks can be blocked from advertising, and existing certifications can be withdrawn.
The update also tightens oversight of Manager Accounts (MCCs), the agency and third-party structures used to run multiple advertiser accounts. Google said: “Manager Accounts (MCCs) with repeated online gambling certificate revocations, or accounts under MCC 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 restated domain rules that already formed part of the certification application. Websites hosted on free subdomains are ineligible. The domain submitted for certification must be directly owned and controlled by the business. Standalone domains unrelated to gambling are also ineligible.
Google told advertisers that the English-language version of the policy remains the official text used to assess compliance and apply sanctions.
The policy expansion follows continued regulatory pressure on gambling advertising on large platforms in Europe. In July, the Court of Justice of the European Union ruled that Google could not automatically rely on intermediary liability protections for gambling content uploaded to YouTube by commercial partners. That case concerned a €750,000 (US$866,000) fine imposed by Italy’s communications regulator AGCOM over videos promoting online gambling in breach of Italy’s Dignity Decree.
Google’s 2025 Ads Safety Report said the company blocked or removed about 270.7m gambling and gaming advertisements and restricted a further 123.9m.
