Starting April 14, 2025, Google will introduce stricter advertising rules for gambling and gaming platforms. The revised policy clearly defines gambling-promoting content as any material that facilitates gambling services or provides direct links to online gambling platforms. Aggregator and affiliate websites will still be allowed to share information about authorised gambling services, but any activity beyond that will face restrictions.
The policy update also details country-specific regulations, listing nations such as Bulgaria, China, and Egypt, where all offline gambling adverts are banned. Whilst the UK has established gambling regulations, advertisers should review these changes to ensure compliance when targeting international audiences.
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Social casino games—those that mimic gambling but do not offer real-money rewards—will now require certification in certain regions. A new policy clause also prohibits the promotion of mahjong involving real money in the Asia-Pacific region.
Google’s definition of online gambling is expanding to include casino-style games that use virtual currencies or digital items with real-world value, meaning games with in-game purchases or tradable assets could now fall under stricter gambling rules. Advertisers must maintain valid licences and report any suspensions or revocations to Google, or they risk account suspensions.
How this affects skill-based games in the UK
A key policy change is the inclusion of non-casino skill-based games—such as chess and pay-to-play multiplayer games with real-money prizes—under Google’s advertising framework. Previously, adverts were mainly limited to traditional gambling and fantasy sports, but now skill-based games with entry fees and cash rewards can apply for certification and advertise, except where gambling adverts are banned.
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We are dedicated to ensuring that gambling harms do not affect our communities. This is the latest action in a long series we have taken to tackle gambling harms. pic.twitter.com/D80Mkpc8XN
— Haringey Council (@haringeycouncil) January 30, 2025
This update may affect gaming platforms, as UK laws distinguish between skill-based games and games of chance. While the Gambling Commission regulates traditional gambling, skill-based games follow different rules.
Meta already allows adverts for these games based on legal guidelines, and Google is expected to do the same. Real-money gaming platforms see this as a chance to expand their reach whilst staying compliant. Advertisers should review the new policy and secure the necessary certifications to continue advertising on Google.
