Google is set to introduce significant changes to its gambling and games advertising policies, with new certification standards coming into effect globally on 26 August 2026.
The update will affect online gambling operators, affiliates, aggregators and social casino businesses using Google Ads. From that date, all new certification applications will have to be submitted through Google’s revised application forms, while advertisers will face stricter requirements around licensing, website compliance and account structure.
Local licensing will be a key requirement
One of the main changes is Google’s requirement for advertisers to hold a valid local licence for every jurisdiction they intend to target.
Applicants will also have to provide evidence of their licensing status. Where the relationship between the advertiser and the licensed gambling entity is not immediately clear, Google may request additional documentation explaining the connection between the advertising entity, the gambling operator and the domain being promoted.
The change is particularly relevant for businesses operating through complex corporate structures, where the company purchasing advertising is not the same entity that holds the gambling licence.
New requirements for gambling websites
Google is also setting out more detailed requirements for the websites used as advertising destinations.
Sites will need to prominently display an age warning, responsible gambling and addiction resources, Terms and Conditions, and a privacy policy identifying the data controller.
The website footer must also include the name of the licensed entity and its licence number.
For operators, Google requires their own licensing information to be clearly stated, including the registered business name and licence number.
The rules are slightly different for affiliates and aggregators that promote gambling without being required to hold a licence themselves. In these cases, advertised domains must link exclusively to gambling businesses that are fully licensed and authorised in the relevant target jurisdiction.
Those websites must also include a prominent statement in the footer confirming that outbound links are restricted to appropriately licensed gambling entities.
App promotion comes with additional conditions
Operators promoting online gambling or online non-casino games through mobile applications will also have to meet new requirements.
The licensed website must contain a prominent and working link to the application’s official App Store or Google Play listing. In turn, the app store landing page must provide a direct link back to the registered domain.
Google’s aim is to ensure that the advertised application can be clearly connected to the licensed website and the entity responsible for operating the service.
Gambling and social casino certifications cannot share an account
Another important change concerns the way Google Ads accounts can be structured.
A single Google Ads account cannot simultaneously hold an online gambling certification and a social casino certification. Businesses operating in both categories will therefore need to use separate accounts.
Google is also introducing restrictions within the social casino category. One account cannot hold certifications covering two different social casino targeting groups where separate certification requirements apply.
Advertisers looking to target multiple countries will also have to submit a separate application for each individual jurisdiction.
Material changes will trigger recertification
Google is also placing greater emphasis on keeping certification information up to date.
Advertisers must recertify if there is any material change to the information submitted in their original application. Failing to do so could result in the suspension of the Google Ads account.
The company has reiterated that advertisers must comply with local gambling laws, relevant industry standards and Google’s Gambling and Games policy in order to obtain and maintain certification.
New application forms go live on 26 August
The revised certification forms will become available on 26 August 2026, marking the start of the updated approval process.
For the iGaming industry, the changes are likely to put greater emphasis on licensing transparency and operational compliance. Operators and affiliates planning to launch or expand Google Ads campaigns will need to ensure that their licensing information, website disclosures, corporate relationships and account structures are all aligned with Google’s updated requirements.
Google first announced the policy update on 23 July 2026.