Google Ads allows UAE-licensed gambling operators

Google now allows licensed gambling operators in the UAE to advertise through Google Ads, marking the expansion of the country’s regulated gaming sector.

Google has updated its advertising policies to allow licensed gaming operators to promote gambling-related services through the Google Ads platform in the United Arab Emirates (UAE).

Under the revised rules, since March 10, companies licensed by the General Commercial Gaming Regulatory Authority (GCGRA) are allowed to advertise gambling-related services to users in UAE via Google Ads. The policy covers several gambling categories, including lotteries, internet gaming and sports wagering, provided operators meet both regulatory requirements and Google’s own certification standards.

Google said in a February 18 policy update: “We’ll begin allowing entities authorised by the GCGRA to advertise internet gaming and sports wagering services in UAE.”

To advertise, companies must first secure Google’s gambling advertising certification. They must also hold a valid licence from the GCGRA.

Policy blocks unlicensed operators

The requirement effectively blocks unlicensed or offshore operators from targeting UAE users through Google’s advertising network, ensuring that only regulated companies can promote gambling services online.

Google’s latest move builds on an earlier policy shift introduced in June 2024, when the tech giant first allowed UAE-licensed lottery operators to advertise through its platform. That decision enabled companies authorised by the regulator to promote lottery products online, marking the first step towards regulated gambling advertising in the country.