Google Ads Updates Gambling Ad Policies — What Does It Mean?

Google has rolled out a major update to its advertising policies that has affected gambling companies located all over the world.

Changes to the Google Ads gambling policy are not unusual — the company often tweaks or updates certain parts of its rules — but they always have an impact on the industry.

Here, we break down the impact of the new Google Ads gambling regulations 2025 and see how they are impacting companies.

How Did the Online Gambling Google Ads Rules Change in 2025?

The update to the gambling and games Google Ads policy was announced by the company earlier in the year, with the rollout actually happening in April.

Google said it was making its policy clearer in the wake of country-specific regulation changes, ensuring it was falling in line with nations where their gambling ads rules had been updated.

Various gambling categories also had their definitions revised by Google in the policy.

Furthermore, Google provided a higher level of detail on the different types of gambling advertisements that it says are allowed — and those that have now been restricted.

As an example, in a country where advertising a gambling company such as an online casino or a sportsbook is permitted, Google explained that ads would continue to be allowed.

This is particularly good news for operators that let players claim rounds without upfront payment and try out slot games on a costless basis. These types of no-cost offers fall well within Google’s updated advertising guidelines, as long as the platform is fully licensed and complies with local regulations. With the right setup, such deals can now be legally and effectively promoted through Google Ads across eligible markets.

But affiliate sites — a major part of the online gambling world that has often gone under the radar — were singled out by Google. 

It warned affiliate marketing companies that they need to ensure that they continue to comply with local regulations. 

Affiliates were also reminded that they cannot include links to unlicensed gambling services as part of the content that they pay to promote via the search engine giant.

Any company found to be breaking the new Google gambling policy was told that they would be at risk of disapproval for their ads or even having their accounts suspended.

With Google Ads playing such a huge role in the promotion of the industry, this would be a significant blow to deal with, so the new rules must be followed very closely by companies.

Google Ads Demand Now Allowed for Real Money Gambling (RMG)

Among the major changes to the 2025 gambling policy Google Ads has is the fact that Google Ads demand now is allowed for real money gambling, which is often shortened to RMG.

Google said that Google Ads demand has been given the green light for (RMG content in 18 countries around the world.

With this update, publishers can now:

• Monetise RMG traffic through Google’s premium ad demand.
• Access a broader network of advertisers in regulated markets.
• Align promotional strategies with new Google Ads policies.

User conversions — by which factors such as sign-ups or deposits are usually prioritised — have long been the main way in which online gambling sites assess their spending on promotion. This is compared to ads revenue, which works as a metric for a lot of different industries that use Google Ads but has far less relevance when it comes to the world of online gambling.

Google Ads Updates Gambling Policy Across Key Markets

Google clarified in the April changes it rolled out that a range of country-specific specifications had been updated.

For example, in the UK, operators, such as those providing products, including online bingo, sports betting, online casino games, and lotteries, will need to make sure that they have been registered with the Gambling Commission and get a valid operating licence number.

Operators of raffles — including free draws or prize draws — were also informed by Google that they must be registered with the UK Fundraising Regulator or the Scottish Charity Register.

Naturally, with the government said to be considering making changes to how the gambling industry is regulated, more changes to Google's ad policy for the sector may be required.

Labour has already announced that gambling companies will have to pay a new statutory levy, with the first payments being due in October.

There have been reports that new restrictions on what advertisements, promotions, and sponsorships may be allowed could come in as well.

Premier League clubs, for example, have already been informed that the upcoming 2025-26 season will be the last one in which their primary shirt sponsor can be a gambling company.

But similar restrictions in other major footballing leagues have been introduced, and clubs have found a workaround with their shirts still promoting sites linked to gambling businesses.

How to Run Gambling Ads on Google?

So, with the above new Google Ads gambling rules in mind, is it still possible to pay for this type of content — and how does it work for companies that wish to do so?

One of the first required steps to complete is to apply for a Google Ads gambling certification.

Located in the Google Ads Help Centre, the online gambling application form needs to be filled in to request the right to run gambling ads on Google.

Once the form has been completed and submitted with all the relevant requested information, applicants will need to wait to see if their form has been approved.

Operators of social casino game sites will have to fill out a separate social casino games application to submit their website URL or app ID for certification.

Google also pointed out that companies wishing to run Google Ads for gambling companies will need to apply for certification in each market, due to countries having different rules.

Should there be a material change to the information that has been provided in an application, companies will have to resubmit their form.

Failure to do so could result in the account being suspended, Google also pointed out.

By GamesAndCasino