Author name: PPCJuice

Europe’s online gambling market has spiked in recent years. In doing so, many countries have passed laws to legalise sports betting, online casinos, and other gambling activities. This push isn’t just about offering more ways to play, it’s a move to bring in more tourism and tax income. Each country has created its own rules, which together make up one of the most developed online gambling systems in the world. UK leads with strict oversight and high returns The United Kingdom remains one of the most active countries in this space. In 2023, it recorded £8.7 billion in Gross Gambling Revenue. The UK Gambling Commission makes sure all gambling companies follow strict rules and hold proper licences. These rules are in place to protect players and make sure the market runs fairly. Different countries, different age limits Across Europe, the legal age to gamble varies. In the UK and Bulgaria, it’s 18. In Ukraine, it’s 21. More countries are now focused on helping players stay in control of their gambling habits. Many sites offer tools like spending limits, cool-off periods, and reminders to take breaks. Licences bring structure and safety Any gambling company wanting to operate legally in Europe needs a licence. These licences come with strict conditions. Operators must be clear about how their games work, provide honest support, and protect customer funds. They’re also expected to respond quickly to complaints and offer reliable service. Tighter checks and changing ad rules To reduce fraud and illegal money transfers, companies must confirm user identities and check from where deposits come. These checks are required under EU law and help prevent criminal activity. Meanwhile, operators must now follow updated Google Ads gambling regulations 2025, which include changes in how services can be promoted across regions. The online gambling advertising policy Google now places stronger controls on ad placements, wording, and audience targeting to protect users and meet legal standards.

In a bold move to tackle the growing crisis of gambling addiction, the Kenyan government have imposed a sweeping 30-day ban on all gambling advertisements across media platforms. This unprecedented decision underscores the urgent need to protect vulnerable populations and could have knock-on effects far beyond Kenya. Gambling crackdown: Industry faces wake-up call The Betting Control and Licensing Board (BCLB), led by Chairperson Dr Jane Mwikali Makau, announced the advertising ban in response to mounting concerns over the impact of gambling promotions, particularly on young and vulnerable audiences. Dr Makau described the unchecked exposure as a public health crisis, pointing to a troubling rise in gambling-related suicides. In light of these dangers, the government has formed a multi-agency Enforcement team. This group is tasked with creating and enforcing new regulations that prioritise responsible gambling and protect at-risk communities from further harm. Although the ban is set for just 30 days, it’s widely seen as the beginning of a broader shift in policy. Kenya’s move signals a strong commitment to long-term reform and could serve as a model for other countries grappling with similar issues. By taking a firm stance, Kenya are not only aiming to restore integrity within their gambling industry but also sending a clear message to global digital platforms and advertisers: the era of unregulated gambling promotion is coming to an end. Implications for global advertisers Kenya’s clampdown comes at a time when digital giants are already reassessing their advertising policies. With the Google Ads gambling regulations 2025 set to roll out globally, platforms like Google may soon be under pressure to align with stricter standards. These new Google Ads gambling rules are expected to include tougher age restrictions, content transparency requirements, and limitations on ad placement. If nations like Kenya continue to take bold regulatory steps, companies advertising on Google could face heightened scrutiny. The recent Google Ads policy gambling updates reflect a growing awareness of this shift. As global regulators take notice, advertisers will likely need to prepare for a future where ethical responsibility isn’t just encouraged—it’s enforced. Global news outlets have highlighted the growing international momentum behind such policy shifts.

Dutch lawmakers are urging Google to take stronger action against unlicensed gambling adverts that continue to target users in the Netherlands. Despite existing regulations from the Kansspelautoriteit (KSA), the country’s gambling authority, illegal operators are still finding ways to reach players through search results and paid ads. Proposal for stricter search and ad controls Members of Parliament Mikal Tseggai (Labour Party) and Willem Koops (New Social Contract Party) have introduced a proposal that calls for tighter controls on how gambling websites appear in search engines. They suggest that only gambling operators with a licence from the KSA should be visible in search results or allowed to advertise. Under their plan, Google and other search providers would need to verify that websites are licensed before displaying them, using a whitelist curated by the KSA. Google has responded by affirming that its current advertising policy already aligns with the local regulatory framework. The company insists that it only allows licensed gambling operators to advertise in countries where gambling is regulated, a policy it has applied in other regions such as Germany and Nigeria. However, critics, including the Dutch Quality Mark Responsible Affiliates (KVA), argue that unlicensed gambling sites still manage to circumvent these measures, often using deceptive keywords to attract Dutch users. Enforcement and industry concerns The KSA has been actively cracking down on illegal operators, most recently fining Starscream, a Saint Lucia-based gambling site, £243,600 per week for offering services without a license in the Netherlands. Another operator was hit with a £638,580 fine for failing to protect young adults from gambling harm. Since the start of 2025, the KSA has also removed 20 unlicensed gambling apps from Dutch app stores. Despite these efforts, the KVA estimates that over one million Dutch punters continue to use unregulated websites, highlighting the ongoing challenges in curbing illegal online gambling. Looking ahead to policy updates As part of the Google Ads gambling policy updates, the Dutch government is reviewing the 2021 Remote Gambling Act. There is growing pressure to introduce stricter Google Ads gambling regulations in 2025. This may include higher age limits for online slots and tighter advertising restrictions to reduce exposure to unlicensed operators and safeguard vulnerable users.

Stricter rules around gambling advertising and player verification are beginning to reshape the betting industry in Britain. Changes like Google Adverts gambling restrictions new policies, and the online gambling advertising policy Google made have added to the pressure on operators navigating a tougher environment at home and abroad. One company that has felt the pressure of Britain’s tougher gambling environment is Evoke, the group behind William Hill, 888, and Mr Green. According to its latest trading update, Evoke posted a modest 1% rise in group revenues to £437 million for the three months ending March 31. pic.twitter.com/DtQxIpn8Jy — Coalition to End Gambling Ads (@EndGamblingAds) November 11, 2024 However, results in the UK and Ireland lagged behind expectations, with online revenues slipping by 1%. The downturn was largely blamed on falling sports betting activity after the introduction of new safer gambling rules, including stricter age and identity verification checks. The company also reported a 21% fall in active players over the quarter, largely due to reduced promotional activities. However, its gaming business in the UK and Ireland still managed 3% growth despite these challenges. International markets provided a much-needed boost, with first-quarter revenues rising by 11%, helped by particularly strong growth in Romania. Tough market conditions remain Evoke’s retail betting shop business also struggled, recording a 6% decline in year-on-year sales. Nevertheless, chief executive Per Widerstrom remained upbeat about the company’s outlook, pointing to improvements already visible in April. From January through April 22, revenues rose by 4%, suggesting some early success in stabilising performance. Gambling firm Evoke sees acceleration in revenue growth – Q1 revenue up 1% – Acceleration expected from Q2 – Full-year growth in the 5% to 9% range#EVOK $EVOKhttps://t.co/YnQrbCI6we — Shares magazine (@SHARESmag) April 25, 2025 Widerstrom said swift corrective action, improved customer management, a clearer value proposition, and the rollout of new retail gaming cabinets would support future growth. He stressed the importance of international core markets in driving momentum and reaffirmed Evoke’s confidence in maintaining a strong market position through the rest of the year.

Google’s Ad Safety Report reveals an aggressive crackdown on fraudulent ads, underscoring the tech giant’s commitment to creating a safer online environment. A combination of artificial intelligence and stricter policy enforcement has played a pivotal role in these efforts, with over 39.2 million malicious advertiser accounts suspended. AI strengthens fraud prevention in gambling ads AI advancements have led to significant improvements in combating harmful adverts. Over 50 feature enhancements have been deployed worldwide, reaching more than 200 countries. The company uses cutting-edge technology to protect users from malicious content, creating a safer online environment. Google’s AI models have proven highly effective in identifying fraudulent activities, with the company reporting that 90% of advertisers are now verified, significantly reducing the risk of malicious actors reappearing on the platform. The result? Over 5.1 billion adverts were blocked in 2024 alone, reflecting a dramatic shift towards safer online advertising. Additionally, Google’s AI-driven tools restricted or blocked adverts on 1.3 billion publisher pages, reaffirming the company’s commitment to tackling ad network abuse. Gambling ads face new AI challenges The new policies, including stricter enforcement on gambling adverts, are expected to bring major change to the industry. With updates to Google Ads policy gambling updates, advertisers must now meet higher standards to ensure compliance. These changes respond to the growing need for better consumer protection. Gambling-related adverts now face stricter regulations. Although the report doesn’t focus on gambling adverts, these updates reflect industry trends. The goal is to ensure only legitimate, regulated advertisers can access Google’s platform. The Latest Google Adverts gambling compliance updates could result in more robust compliance checks, ensuring that only verified and regulated gambling advertisers can access the ad network. Google’s enhanced anti-fraud measures are setting a new standard in digital advertising. By continuing to evolve its policies and utilising cutting-edge AI, Google is ensuring that users are protected from harmful adverts, particularly in high-risk industries like gambling.

YouTube’s stricter gambling content rules are beginning to reshape how iGaming affiliates operate on the platform. The policy changes, introduced on 19 March, are part of a wider move by Google to curb the promotion of unapproved gambling services, but even those promoting legitimate brands are being caught in the net. Under the updated rules, creators can no longer include clickable links to gambling websites unless they’re approved by Google. Verbal mentions, on-screen text, or visual branding that direct viewers to these platforms are also banned. On top of that, any content promising guaranteed returns from gambling will be removed entirely, regardless of whether the site is regulated. Tighter age rules cut reach Another major change is the automatic age restriction applied to all gambling-related videos. Anyone under 18, or not logged into YouTube, is now blocked from viewing this content. This poses a particular challenge in the UK, where a significant number of users browse YouTube without logging in. These updates are already prompting a shake-up in the way affiliates approach the platform. Many relied on referral links in video descriptions to generate clicks and income, and their removal is forcing a rethink of content strategy. Whilst the changes may affect brand visibility more than direct revenue in some cases, the impact is significant enough to prompt a shift. Adapting to new rules Affiliates are now being urged to explore alternative content formats that focus on gambling education, legal guidance, and responsible play. There’s also a growing need to diversify across platforms and reduce overreliance on YouTube traffic. These changes follow the broader trend of stricter digital advert controls, reflected in the recent New Google Ads gambling rules. With Google Ads policy gambling updates aligning across platforms, affiliates are being pushed towards more ethical, transparent promotion in the iGaming space.

Gaming apps using sweepstakes models are facing major uncertainty as Google enforces new advertising rules. The updated Google Ads gambling regulations 2025 come into effect on 14 April, and they could force many apps out of the advertising space altogether—especially those relying on a legal grey area in the US market. Stricter Ad rules ahead The new Google Ads gambling policy updates require apps offering games of chance to be licensed according to local laws in each country or state where adverts are shown. Apps must now apply for Google certification, and if they don’t meet these stricter rules, they’ll be blocked from advertising. This change primarily affects prize draw casinos, which use a dual-currency model. Players use one type of coin for fun and another that can be redeemed for real-world prizes, a setup that Google now classifies as gambling. More poorly thought out rules coming to UK Gambling from the utterly clueless UK Gambling Commission #GamRegGB Applying maximum bet limits to slots but not to Blackjack, Poker and Roulette where the real big bets are usually played….an actual joke… pic.twitter.com/HnHNMRZpbN — The 10p Gamer (@the10pgamer) April 7, 2025 This shift has global implications, including for British-affiliated developers and affiliate marketers. Many operators target the US market due to looser regulation around sweepstake games, but Google’s policy now limits advert access to only eight regulated US states. Certification is unavailable in the rest, leaving apps with shrinking advertising options. Tighter controls and uncertainty Google’s updated rules also require stricter age verification, banning adverts targeting users under 21 and mandating addiction warnings in app store listings and landing pages. Some operators have already responded by raising their minimum user age and pulling out of regulated states altogether. YouTube has joined in, restricting most gaming content to users over 18. With new legislation under consideration in several US states, developers and marketing partners are bracing for further uncertainty. The new regulations highlight the growing complexity of online gaming laws and the increasing pressure on tech platforms to align with evolving definitions of gambling across different jurisdictions.

The UK is stepping up its crackdown on gambling-related harm through new regulations, tougher ad standards, and a shift toward government-led oversight. At the same time, Google is tightening its global gambling advertising policy—changes that will directly impact UK advertisers when they take effect on April 14, 2025. These updates are part of the new Google Ads gambling rules that aim to improve compliance and consumer protection. The government have named the Office for Health Improvement and Disparities (OHID) as the new lead for preventing gambling harm, signalling a shift to more centralised control. GambleAware welcomed the decision, calling gambling harm a public health issue, while the Betting and Gaming Council supported the change but stressed the need for independent oversight of funding. Meanwhile, the UK Gambling Commission will enforce a ban on betting bonuses tied to multiple gambling types—like slots and sports betting—starting December 19, 2025. The new rules also cap bonus wagering at 10 times the bonus amount to prevent misleading and high-risk offers. Google’s stricter rules for gambling ads These developments align with Google’s updated Gambling and Games Advertising Policy. From the 14th of April, advertisers must meet stricter requirements, including valid licences for the regions they target, such as the UK. The latest Google Ads gambling compliance rules aim to create safer and more transparent advertising practices across all markets. Gambling ads must include clear responsible gambling messaging and comply with content rules that now classify affiliate links to gambling sites as gambling-related content. Affiliate advertisers may only provide informational or comparison content and must not link directly to gambling services. Policy Update Alert- Starting April 14, 2025, #Google is updating its Unfair Advantage Policy. It now only restricts showing multiple ads in a single ad location – not across the whole platform. #GoogleAds #PPC https://t.co/mMdywG5tmd pic.twitter.com/cu4FeQ0Ml3 — Tahir Liaqat (@tahirliaqat01) April 3, 2025 Google also requires separate accounts and certifications for advertisers running both real-money gambling and social casino game campaigns. Failure to comply can lead to account suspensions. Together, these changes reflect a coordinated push from both regulators and platforms to reduce gambling risks, improve transparency, and hold advertisers accountable—setting a stricter global and national standard for gambling promotion.

The push to regulate gambling advertising has reached new heights. Authorities have stepped up efforts to tackle social media influencers who promote offshore online casinos. This crackdown, led by the Department of Internal Affairs (DIA), signals a significant shift in how gambling promotions will be enforced moving forward. The crackdown on influencers Recently, the ASA sent out its first batch of takedown notices to social media personalities endorsing foreign gambling sites. A clear violation of the Gambling Act. Influencers promoting these offshore casinos could now face hefty penalties, with fines of up to £8,000 per breach. This move is not only a reminder of the growing regulatory focus on gambling but also underscores how influencers, once seen as key marketing partners, are now under intense scrutiny. Google ads gambling policy updates and compliance As the regulatory landscape tightens, Google Ads is expected to ramp up its policy updates to align with these stricter rules. The tech giant may soon introduce new compliance measures aimed at ensuring influencers and advertisers adhere to the legal requirements set by the DIA—particularly when it comes to promoting offshore casinos. Authorities are also keeping a close eye on at-risk communities, such as Māori, who are disproportionately affected by gambling harm. The introduction of up to 15 online casino licences in 2026 could further complicate this landscape, potentially opening the door for foreign-owned operators to advertise within the country. This has sparked debate among advocacy groups like the Problem Gambling Foundation, which has called for a complete ban on gambling adverts to protect at-risk groups. As the government prepare for these changes, influencers and advertisers must stay vigilant, ensuring they stay within the boundaries of the new gambling regulations to avoid costly fines and penalties. The days of promoting offshore gambling sites without consequence are rapidly drawing to a close, and both influencers and businesses must adapt to this shifting regulatory environment. Given the significant risks, influencers and advertisers must vigilantly track Google Ads policy gambling updates to prevent substantial penalties.