Google introduces stricter gambling ads rules from September

On September 14, 2026, Google will implement new gambling advertising policies, which will entail stricter rules for the licensing process in Google Ads.

As per the new regulations of the company, the advertisers must not only possess the prescribed gambling license but must also have what Google refers to as “good policy health”. Companies that repeatedly violate rules or have a poor compliance history may not be able to obtain certification or can lose their existing approval.

The changes will be applicable to all entities in the gambling sector, including online casinos, sportsbooks, poker, lotteries, bingo, and marketing companies that specialize in gambling.

With the new policies of Google, the time-consuming process of obtaining the certification for good practices of the casino industry has been transformed into the system of continuous monitoring of compliance. In addition to that, the existing domain ownership policies of the company have been made stricter in terms that it will be compulsory for the advertisers to use only the websites which they are entirely responsible for.

The agencies with persistent violations of compliance in the accounts of their clients might lose the right to get gambling advertising certifications.

Google warned that repeated policy breaches could result in the loss of gambling advertising certification, effectively preventing operators from running gambling ads through Google Ads.

The company is also strengthening its oversight of prediction markets. From August 1, 2026, the Chrome Web Store prohibits browser extensions that facilitate or promote real-money prediction markets, while non-monetary simulation products may still be permitted if they clearly state that no real money is involved.

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