Google Updates Gambling Advertising Certification Rules

Google will introduce updated certification requirements for online gambling advertising starting August 26, 2026, according to the company's advertising policy documentation.

Under the revised rules, advertisers must hold a valid local license for each country their ads target and provide supporting documentation for each jurisdiction. Landing pages must display an age warning, information on problem gambling assistance, Terms & Conditions, license holder details, a license number, and a privacy policy identifying the data controller. Affiliate and aggregator sites that do not require their own license must link exclusively to operators licensed in the relevant jurisdiction, a requirement that must also be explicitly stated in the site's footer. Mobile app requirements now mandate that licensed domains include a working link to the app on the App Store or Google Play, while the app's store listing must link back to the registered domain. Advertisers must submit a separate certification application for each country when operating across multiple jurisdictions, and separate Google Ads accounts are required for online gambling versus social casino certifications, with different social casino categories potentially requiring their own separate accounts as well.

Google also introduced a recertification requirement: advertisers must undergo the certification process again if information submitted in their original application changes materially, or risk having their account suspended. The updated framework significantly increases compliance obligations for gambling advertisers, particularly those operating across multiple markets or through affiliate and app-based channels.