Policy Updates

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.

Apple and Google are facing a federal class action lawsuit under the Racketeer Influenced and Corrupt Organisations (RICO) Act, accused of facilitating illegal gambling through sweepstakes casino applications. The lawsuit, filed by Julian Bargo, Lamar Prater and Rebecca Platt, argues that the tech giants played a direct role in supporting and profiting from these apps, which operate in a legal grey area in the United States. The lawsuit follows the voluntary dismissal of a similar case that targeted both the tech companies and specific sweepstakes casino operators. However, this new legal action focuses exclusively on Apple and Google, removing casino operators from the complaint. The plaintiffs seek financial compensation for users who lost money through sweepstakes casino apps available on the Apple App Store and Google Play Store. Allegations of enabling illegal gambling The plaintiffs claim that Apple and Google do more than just distribute these gambling apps. They allegedly provide marketing tools, data analytics, and user behaviour tracking that help developers increase engagement and maximise spending. Additionally, both companies reportedly take a significant percentage of in-app purchases and act as financial intermediaries by processing transactions between players and casino operators. The lawsuit also accuses Apple and Google of using targeted advertising to attract users who are more likely to engage in repeated and substantial spending. The plaintiffs argue that the companies are fully aware of the alleged illegal nature of these platforms but continue to benefit financially from them. Legal and industry implications This case raises broader concerns about how major digital platforms handle gambling-related content and financial transactions. It could also lead to increased scrutiny on Google Ads gambling compliance news and how companies manage online gambling adverts. Potential changes in gambling advert regulations If the lawsuit succeeds, it may prompt changes in Google Ads gambling regulations 2025, leading to stricter guidelines for gambling-related apps and advertising. The case highlights ongoing debates about the responsibility of tech giants in regulating digital gambling platforms and ensuring compliance with gambling laws.

Brazil’s Federal Public Ministry has started looking into problems with adverts for online gambling and sports betting on YouTube. This investigation is happening because more people worldwide are worried about adverts that suggest people can easily win money through betting. This investigation is happening at the same time as talks led by the Prizes and Betting Secretariat of Brazil’s Ministry of Treasury. These talks aim to make online gambling safer. The Digital Council, which includes Google Brazil and other big platforms, is also helping to create better rules for gambling adverts. Implications for the UK In Brazil, gambling rules are a big issue, much like in the UK. UK groups like the Advertising Standards Authority (ASA) and the Gambling Commission are making tighter rules on betting adverts to protect people. There are already strict rules, especially on adverts using celebrities or claiming you’ll win easily. Google is changing its policies to follow local gambling laws. YouTube has taken steps to limit unauthorised gambling ads in Brazil and may face more checks in the UK. With new Google Ads gambling rules, creators can’t link illegal gambling sites, show URLs, or even mention unlicensed betting sites. The aim is in line with UK rules against misleading gambling adverts, especially for children or over-promising profits. Given the UK’s strict advert rules, regulators might watch how big tech companies apply these rules in various areas. Google Ads gambling regulations 2025 The crackdown in Brazil is putting pressure on digital platforms to be more careful with gambling adverts. Google is part of the Digital Council and will soon have a plan to reduce misleading gambling adverts. This fits with the Google Ads gambling regulations 2025, which will add more rules to follow international betting laws. The UK’s ASA and Gambling Commission might learn from Brazil’s actions, especially regarding YouTube’s role in betting ads. With digital influencers heavily involved in gambling promotions, officials in both countries worry about their effect on consumers. As Brazil moves forward with its rules, the gambling industry in the UK and other places will probably face more scrutiny, with tougher advert rules becoming common on digital platforms.

Germany’s Joint Gambling Authority of the Federal States (GGL) is increasing efforts to counteract illicit internet gambling advertising. In conjunction with Google, the GGL is rethinking tactics to ensure tighter enforcement against unlicensed operators who use digital platforms to target customers. The implementation of the Google Ads gambling policy updates has helped to limit gambling-related marketing to regulated providers. Despite these precautions, unlicensed operators continue to find ways around limitations, particularly through cloaking techniques that conceal illegal information and elude detection. Strengthening digital advertising oversight Since November 2024, Google’s work with the GGL has resulted in new Google Adverts gambling rules that effectively ban unlicensed operators from appearing in paid searches. This represents a huge step in reducing unlawful gambling exposure and reinforcing safe gambling practices. Whilst early results were achieved, the ongoing innovation of deceptive methods by illicit operators has necessitated tighter enforcement measures. Cloaking, a technique that conceals unlawful content in order to avoid discovery by search engines and authorities, remains one of the most significant issues. To remedy this, the GGL is calling for a more robust IP-blocking standard that will quickly address illicit gambling platforms. These safeguards are critical to preserving the integrity of the digital advertising landscape and guaranteeing regulatory compliance. Addressing compliance challenges in online gambling The latest Google Ads gambling compliance initiatives have underlined the importance of constantly refining regulatory methods. Whilst blocking paid ads from unlicensed operators has proven effective, illegal gambling organisations have switched their attention to organic search manipulation. As a result, the GGL, in partnership with industry experts and politicians, is looking into novel ways to reduce this risk. Beyond advertising restrictions, the GGL is bolstering enforcement by tracking digital trends, employing real-time detection, and encouraging global collaboration to resist emerging methods and uphold compliance in online gambling.

YouTube has tightened its policies on gambling-related content, reinforcing its guidelines to prevent the promotion of unlicensed betting sites. As of March 19, 2025, creators are prohibited from directing viewers to gambling websites or apps that lack certification. This includes links, embedded text, logos, and even verbal mentions. Content that guarantees financial returns may also be removed, even if Google approves the platform. These changes align with the latest Google Ads gambling compliance news, ensuring stricter enforcement of advertising rules. Brazil and India target unregulated gambling ads Brazil has taken strict action against YouTube channels violating these new guidelines. The National Secretariat for Sports Betting and Economic Development of Sport (SNAEDE) identified 53 accounts and 25 channels promoting unlicensed gambling platforms with misleading promises of profit. These accounts, some drawing over 100,000 viewers per video, were reported to the Ministry of Justice and Federal Police. Brazil now requires all gambling ads on YouTube to link only to government-approved sites under the “.bet.br” domain. India is also cracking down on gambling promotions. The Union Ministry of Information and Broadcasting has warned influencers, advertisers, and social media platforms against endorsing illegal betting services. The Advertising Standards Council of India (ASCI) flagged over 2,762 gambling-related ads as of March 2025. These moves align with Google Ads gambling policy updates, which seek to limit deceptive gambling advertisements. YouTube introduces stricter age restrictions To further protect users, YouTube is implementing age restrictions on gambling-related content. The platform acknowledges that these rules may impact creators focused on casino games and betting apps but stresses the need to safeguard younger viewers. A global shift toward responsible advertising YouTube’s policy updates reflect a broader movement toward regulating online gambling promotions. As governments and regulatory bodies intensify their efforts, digital platforms are being held accountable for preventing misleading adverts and ensuring safer online experiences for users. These updates also align with Google Ads gambling regulations 2025, signalling a stricter approach to compliance in the digital advertising space.