Google's New Gambling Ad Policies Set for April 2025

Google is set to implement a series of major amendments to its advertising policy for Gambling and Games, scheduled to take effect on April 14, 2025. These alterations aim to introduce more stringent definitions of gambling-related content, establish new country-specific regulations, and broaden the certification requirements for advertisers. A preliminary draft of these updates has been shared prior to their implementation, yet final alterations may be made as the rollout date approaches.

Clarified Definitions and Regional Regulations

One of the key refinements in the upcoming policy involves how Google categorizes gambling-related content. According to the revised definitions, any website facilitating gambling activities or directly linking to online gambling services will be categorized as "gambling-promoting." This categorization serves to ensure that affiliate and aggregation sites are confined to providing informational content relevant to licensed gambling operators. Should these websites deviate from their informational roles, they will face restrictive measures.

Furthermore, Google's approach to country-specific regulations is evolving. Where the platform previously used broader terms like "country restrictions," it now explicitly names countries, including Bulgaria, China, and Egypt, where gambling advertisements are entirely prohibited. Advertisers must stay attuned to these specifically outlined limitations to prevent facing sanctions.

Licensing, Compliance, and Ad Impacts

Emphasis on compliance enhancements is a significant aspect of the policy modifications. The updated rules stress that advertisers must maintain active gambling licenses and are obliged to inform Google of any revocations, suspensions, or expirations. Non-compliance with this requirement could result in account suspension. While valid licensing has been a requirement, the update reinforces the necessity of proactive communication.

Additionally, advertisers dealing with social casino games, which simulate gambling activities without offering real-money prizes, are now subject to more rigorous scrutiny. They must obtain Google Ads certification and ensure complete separation of their accounts from those dealing with actual gambling services. Google strictly prohibits advertising real-money gambling within social casino games or their connected websites, classifying any violations of these rules as "egregious." Such violations could lead to immediate and permanent account suspension, reinforcing Google's stringent stance on non-compliance within this sector.

The revised policy not only differentiates between types of gambling content more clearly, such as distinguishing between "online non-casino games" and traditional gambling, but also provides guidance on categorizing skill-based games. If these games satisfy the legal definition of gambling within a jurisdiction, advertisers must comply with gambling-related advertising restrictions and secure the necessary certifications. This distinction helps clarify when the offerings fall under gambling laws.

Moreover, specific prohibitions have been introduced for Mahjong games involving financial transactions across the Asia-Pacific region, where they were previously unregulated. The update now formally bans paid versions of Mahjong, which is a notable new restriction.

Source: Google Tightens Gambling Ad Rules for April 2025, lcb.org, February 12, 2025.