Google tightens restrictions on online gambling advertising
Google is set to tighten its policy on online gambling advertising with a major policy update scheduled for April 14, 2025. This revision aims to strengthen the regulatory framework by imposing stricter compliance requirements and clarifying the categorization of gambling-related content. The aim is to provide a better framework for advertisers and ensure alignment with current national legislation.
Stricter rules and reinforced certifications
With this new update, Google plans to refine the definition of advertising content related to casino games and to reinforce certification obligations for advertisers. From now on, sites that redirect users to online gambling platforms will be explicitly considered as “promoting gambling”, which could limit the activities of affiliate sites and aggregators. Those wishing to continue operating will have to meet more stringent criteria to obtain certification.
The updated policy also introduces a more detailed country-by-country approach. Google will draw up a list of territories where Internet gambling advertising is prohibited. strictly prohibitedincluding Bulgaria, China and Egypt. This new classification makes it possible to adapt to local regulations with greater precision, avoiding the overly broad categorizations that were in force until now.
Another change concerns the distinction between social casino games and real casino games. From now on, Google will clarify the regions where specific certification will be required for advertisers of social games, which reproduce the casino experience without monetary transactions. This differentiation will provide a better framework for advertising practices and avoid any confusion between virtual entertainment and real money gambling.
In addition, the update will broaden the definition of gambling to include games using virtual currencies or objects with monetary value. This means that certain hitherto tolerated practices could now be prohibited. subject to the same restrictions as traditional casino games.
Increased compliance and penalties for non-compliance
The revised policy is accompanied by a tighter compliance controls. Advertisers will have to ensure that all their licenses and registrations are up to date, and report any changes to Google, particularly in the event of license suspension or revocation. Failure to comply with these obligations may result in severe penalties, up to and including suspension of the advertising account…
Particular attention will also be paid to casino-type games and Mahjong in the Asia-Pacific region, where explicit restrictions will be put in place to oversee these activities. This measure therefore reflects a increased willingness of Google to take into account local specificities and comply with regulations specific to each market!
