Google’s global gambling ad policy update tightens certification requirements affecting UAE gambling advertisers
Google will apply its “good policy health” certification standard to every gambling and games category from September 14, extending a framework first introduced in March.
Gambling advertisers in the United Arab Emirates (UAE) will face stricter Google Ads certification requirements from September 14 after Google announced a global update to its Gambling and Games advertising policy that will expand certification requirements to all gambling and gaming categories.
The changes come just months after Google began allowing General Commercial Gaming Regulatory Authority (GCGRA)-licensed gambling operators to advertise eligible online lotteries, internet gaming and sports wagering services through Google Ads in the UAE on March 10.
The update extends the certification requirements that took effect on March 23 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.
In an official 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. All accounts seeking to advertise in any gambling and games category must now demonstrate good policy health.”
Google also 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.”
The company confirmed that advertisers must directly own and control the website domain included in their Google Ads application. The domain must match the one approved during the certification process. Websites hosted on free subdomains are ineligible, while domains unrelated to gambling are also ineligible for certification. Any changes to an approved domain require a new certification request before gambling advertisements can resume.
The changes come as the UAE’s regulated commercial gaming sector continues to develop under the oversight of the GCGRA, which has issued licences across the lottery, gaming-related supplier and commercial gaming sectors ahead of the planned 2027 opening of Wynn Al Marjan Island in Ras Al Khaimah, the country’s first integrated resort featuring commercial gaming.
