Google Ads Gambling Policy and How to Get Certified

When I discussed Google's gambling advertising requirements with Marko Rendevski, Head of Performance at Blockchain-Ads, he made an important point about certification:

"Certification should be understood as conditional permission, not a blanket or permanent approval."

Even with a valid gambling license and Google's approval, advertisers must meet the requirements for each product, target market, and landing page.

Can You Advertise Gambling on Google?

Yes, you can advertise gambling on Google if you meet its certification and licensing requirements and your product is permitted in the target country. The Google Ads gambling policy covers online casinos, sports betting, lotteries, social casino games, and gambling-related content, each with specific requirements.

Under Google's Gambling and games policy, advertisers must meet three core conditions:

• Certification: Obtain Google's approval for the relevant gambling category and target market.
• Licensing: Hold valid licenses or authorizations wherever required by the target jurisdiction.
• Ad compliance: Follow geographic targeting restrictions, provide responsible gambling information, and avoid targeting minors.

A valid license doesn't automatically qualify you for Google certification.

What's Changed in Google's Gambling Ad Policy

Here are Google's latest policy changes, newest first:

• October 21, 2026: YouTube Masthead ads will open to certified online gambling advertisers, expanding the existing sports betting allowance.
• October 14, 2026: Nigeria's eligible states expanded to include Enugu and Imo.
• September 14, 2026: Certification eligibility rules extended to all gambling categories, covering repeated policy violations and domain requirements.
• September 2026: Social casino applications moved into Google Ads accounts, replacing the Help Center application form.
• August 26, 2026: Certification requirements introduced revised forms, country-specific applications, and recertification after material changes. Gambling and social casino advertisers must use separate accounts.
• March 23, 2026: Stricter certification screening introduced account-history and domain-ownership checks.

What Google's Gambling Policy Allows and Bans

Enforcement is strict. According to Google's 2025 Ads Safety Report, the company blocked or removed more than 270.7 million ads under its Gambling and Games policy in 2025.

Online Gambling, Sports Betting and Lotteries

• Allowed: Online casinos, slots, poker, bingo, sports betting, horse racing, and lotteries where the specific products are permitted.
• Allowed with restrictions: Gambling affiliates and comparison websites can advertise licensed operators, but only in countries where Google permits such promotions.
• Not allowed: Gambling products prohibited in the target market or promotional websites outside Google's permitted affiliate and aggregator categories.

Social Casino Games

• Allowed: Simulated slots, poker, and casino-style games that don't offer redeemable winnings.
• Allowed with restrictions: Games offering in-app purchases, provided they disclose these purchases and meet Google's certification requirements.
• Not allowed: Social casino affiliates or aggregators, games awarding real-world prizes, or promotions directing users to real-money gambling.

Sweepstakes Casinos

Sweepstakes casinos don't qualify for social casino certification, even when they offer free-play options. Google permits sweepstakes only in Denmark and the Philippines, through state-licensed or state-run operators.

• Not allowed: Promoting sweepstakes casinos under social casino certification or treating free-play entry as automatic eligibility.

Ad and Landing Page Rules

• Required: Responsible gambling information, age warnings, applicable licensing details, and valid Google certification.
• Not allowed: Targeting minors, advertising in unapproved markets, or directing users to noncompliant destinations.

Advertisers must maintain required licenses and authorizations throughout certification and notify Google immediately if they expire, are suspended, or are terminated.

How to Get Google Ads Gambling Certification

To get Google Ads gambling certification, you need the required licenses and a separate application for each target country. Google reviews your business, licenses, website, and policy history before approval.

Who Can Apply, Including Affiliates

• Operators: Online casinos, sportsbooks, and lottery providers licensed for their target markets.
• Affiliates: Gambling review and comparison websites promoting licensed operators, where Google permits affiliate advertising.

Google also checks account history and domain ownership. Under its certification eligibility rules, manager accounts with repeated certificate revocations, sites on free subdomains, and domains the business does not own or that are unrelated to gambling are all ineligible.

Documents You Need

Prepare the following details before applying:

• Gambling license: A valid license or authorization for your target country, where required.
• Business information: Your registered business details and relationship with the license holder, if applicable.
• Website or app: The domain or app ID you want to advertise.

How to Apply

Follow these steps to apply for Google gambling certification:

1. Check whether Google permits your gambling product in the target country.
2. Open the Google gambling certification form and sign in.
3. Enter the Google Ads account that will run the campaigns, plus your business details, licensing information, and website URL or app ID.
4. Submit a separate application for each target country.
5. Once approved, target eligible locations and request a review of previously disapproved ads.
6. Recertify if material information changes after approval.

How to Get Social Casino Certification

Since September 2026, Google has required Social Casino Games certification applications to be submitted through Google Ads accounts.

Here's how to apply:

1. Check eligibility: Confirm that your game qualifies as a social casino game and that advertising is permitted in your target country. Then choose your targeting group: Group 1 (including Australia, Brazil, Canada, Japan, Mexico, and the United States) or Group 2 (including Hong Kong, India, Korea, Malaysia, Taiwan, Thailand, and Vietnam).
2. Review your game and website: Make sure players cannot win real money or prizes of real-world value, and that your ads and website meet Google's social casino requirements.
3. Submit your application: In Google Ads, go to Admin, then Policy, then Account to apply.

Separate Accounts for Social Casino and Gambling

Under Google's August 2026 certification requirements, advertisers cannot hold online gambling and Social Casino Games certifications in the same Google Ads account. Separate accounts are also required for each social casino targeting group (Group 1 and Group 2).

Which Countries Allow Gambling Ads on Google

Google allows gambling ads on all or some gambling products but only in the countries listed below, provided advertisers meet local licensing and certification requirements. Some products are limited to state-run operators, such as lotteries in the United States, Italy, and Belgium. 

Source: Google Ads Gambling and games policy

Single-Country Licenses

Google requires a separate certification application for each target country. Approval in one country doesn't authorize campaigns in another, even for the same gambling product.

Marko pointed out that having a valid license isn't the only consideration:

"The underlying issue can therefore be the scope and consistency of the authorization, not simply whether a license exists."

If the advertiser, licensed operator, and website belong to separate entities, Google also requires documentation explaining their relationship when it isn't clear from the application.

Country-Specific Rules

Google's requirements vary by country, with some restrictions applying at the state or provincial level.

• Canada: Provincially licensed sports betting, online casino, and fantasy sports operators must target only the province that issued their license.
• United States: Sports betting and online casino operators need a state license and can only target users in the states where they’re licensed. Lottery operators must be state-run.
• Argentina: Eligible operators must be run or licensed by one of six listed jurisdictions, including Buenos Aires Province and the City of Buenos Aires.
• Germany: Agencies and other businesses advertising on behalf of licensed operators must provide written authorization signed by the license holder.
• Nigeria: Google permits eligible online gambling ads in Cross River, Ekiti, Enugu, Imo, Lagos, and Oyo, subject to authorization from the relevant state gambling authority.

Gambling Ads on YouTube and Google Play

YouTube follows Google Ads certification rules, while Google Play requires developers to get approval before distributing eligible real-money gambling apps.

YouTube

Starting October 21, 2026, YouTube will also allow Masthead ads for certified online gambling advertisers, expanding beyond sports betting. The change excludes certain advertisers promoting gambling-related content who aren't subject to mandatory state or national gambling registration requirements.

Google Play

Google Play allows licensed real-money gambling apps in selected countries, but developers must complete a separate gambling app application process before distributing them.

Approved apps must:

• Hold valid licenses for the gambling products and locations they serve.
• Prevent minors and users in unauthorized locations from accessing gambling.
• Be free to download and avoid Google Play In-app Billing.
• Carry an Adult Only (AO) or equivalent age rating and display responsible gambling information.

Why Google Rejects Gambling Ads and How to Fix It

Google can disapprove gambling ads for certification, targeting, or landing page violations. Ads missing the required certification show as "Not eligible," with "Certificate required" in their policy details. Check the specific violation before requesting another review.

Certification Gaps

To resolve certification issues:

• Check for policy violations and verify that you own and operate the advertised domain.
• Apply for recertification if material information in your original application changes.
• If Google declines your application, correct the issues it identifies and submit a new application for that country. Google’s policy pages don’t describe a formal appeal for declined certifications.

Targeting Outside Approved Countries

Ads targeting locations outside your certification or where Google prohibits the gambling product can be disapproved.

To fix this:

• Compare campaign targeting with the countries covered by your certification.
• Remove locations where your gambling product isn't eligible.

Landing Page Issues

Even compliant ad creatives can be disapproved if their landing pages violate Google's gambling policy.

To fix this:

• Display the required responsible gambling information.
• Confirm that the destination promotes the product covered by your certification.
• If you're an affiliate, remove links to unauthorized operators and ensure your website doesn't offer gambling directly.

After Fixing the Issue

Once you've corrected the violation, edit and save the affected ad to trigger another review. If you believe Google made an incorrect decision, you can also appeal the disapproval.

Google's ad disapproval and appeals guide explains both options.

Where to Advertise When Google Won't Certify You

If Google won't certify your gambling campaigns, you can consider iGaming ad networks that accept your gambling product and target markets. These networks offer display, native, video, and in-app advertising, with targeting options that vary by platform.

Before choosing a network, evaluate three things:

• Eligibility: Check which gambling products and countries the network accepts, including any licensing requirements and publisher restrictions.
• Audience targeting: Look for access to active casino players, sports bettors, or audiences in your target markets with interests aligned to your offer.
• Conversion tracking: Confirm that you can measure registrations, first-time deposits, and acquisition costs. You need to know which campaigns bring in paying players, not just traffic.

When I asked Marko about alternatives to Google, he was clear on one point:

"An alternative platform should not be presented as a way around licensing or consumer-protection obligations. Different distribution arrangements do not eliminate those obligations."

Even if a network accepts your campaign, individual publishers may impose additional restrictions on ad content, age targeting, and landing pages.

To compare networks based on their advertising capabilities and requirements, see our guide to gambling ad networks.

Reach Casino Players and Sports Bettors With Blockchain-Ads

Blockchain-Ads offers prebuilt iGaming audience segments, including:

• 1.4 million casino players who have played casino games and made deposits.
• 220,000 high-value casino players with above-average deposits and frequent play.
• 1.1 million sports bettors who placed bets within the past seven days.
• 480,000 lapsed players who haven't played in the past 30 days.

You can run campaigns across display, native, video, in-app, and CTV placements, then measure registrations, first-time deposits, and acquisition costs. Campaign eligibility remains subject to licensing, market requirements, and advertiser verification. For results in markets this guide covers, see how a 1xBet campaign acquired 20,043 players across Nigeria, Kenya, Ghana, and South Africa.

See how Blockchain-Ads supports iGaming advertising.

FAQs

Can affiliates get Google Ads gambling certification?

Yes. Eligible affiliates can apply in countries where Google permits gambling-promoting content, provided they meet certification requirements and promote authorized operators.

How long does Google Ads gambling certification take?

Google doesn't guarantee an approval timeframe. Processing depends on licensing, domain eligibility, account policy history, and application compliance.