Policy Updates

The Cross River State government of Nigeria has introduced the Cross River State Lotteries and Gaming Agency (CRSLGA) Law 2025, giving its gaming regulator the authority to collaborate with technology companies, including Google, to remove illegal gambling content and block paid promotions from unlicensed operators. During a media briefing on October 8 in Abuja, Director-General Michael Eja said this law closes the gap that allowed offshore betting sites to advertise freely through digital channels. Enforcing compliance in digital gambling ads The new framework empowers the CRSLGA to issue takedown requests, restrict digital gambling ads, and collaborate with Google for enforcement. Licensed betting companies in Cross River can now launch targeted Google Ads gambling campaigns and PPC casino ads, while unlicensed operators risk ad removal and legal action. Eja said the reform creates a fairer environment for compliant businesses and protects consumers from deceptive platforms that exploit online advertising loopholes. By establishing clearer standards for paid digital gambling campaigns, the law strengthens shared accountability between regulators and technology companies. Unified regulation across Nigerian states Cross River has joined the Federation of State Gaming Regulators of Nigeria (FSGRN), adopting a single-licence reciprocity model. Operators can now function across multiple states with one permit, while contributing to shared state revenue. From 2026, an 11 percent levy on gross gaming income and an annual fee of ₦100 million (around US $68,000) per operator will apply. Strengthening oversight and public trust To uphold transparency, CRSLGA will perform regular audits and publish advisories to help betting firms maintain compliance. Public lists of approved and banned operators are expected to follow, helping players identify legitimate gaming sites. Cross River’s model reflects a growing trend in African markets where state regulators integrate technology oversight with advertising control, setting a new benchmark for responsible online gambling regulation.

Italy’s communications authority, AGCOM, has fined Google €750,000 (around IDR 11.4 billion) for allowing gambling-related content to appear on YouTube in breach of the country’s strict advertising rules. The regulator also fined Top Ads, the creator and uploader of the content, €700,000. The ruling followed the discovery of numerous YouTube videos promoting online casinos and betting services, all prohibited under Italian law. AGCOM ordered both companies to remove the videos and prevent similar uploads in the future through a “notice and stay down” order. Legal foundation under the Dignity Decree The penalties are based on Article of Italy’s Dignity Decree, which bans all direct and indirect gambling advertising. The law applies to all forms of media, including online platforms. AGCOM stated that Google was partly liable because YouTube’s advertising system financially benefited from these videos. The regulator also highlighted Google’s verified partnership with Top Ads, suggesting a level of responsibility for monitoring the content distributed through its platform. Broader crackdown on digital platforms The case is part of a broader crackdown by Italian regulators on online gambling advertising. In December, AGCOM fined Google another €2.25 million for additional breaches, while Twitch received a €900,000 penalty for hosting similar content. Social media platform X was also fined €1.35 million for gambling-related promotions shared by verified accounts. These fines underline Italy’s determination to curb PPC gambling, PPC casino, and PPC betting activity across international advertising networks. Legal appeals and EU questions Google has contested the fines in Italian courts. In one case, the Lazio Regional Administrative Court overturned an AGCOM decision, ruling that Google acted as a hosting provider and therefore could not be held fully liable. The issue has now reached the European Court of Justice, which will decide whether Italy’s national ban conflicts with EU rules on the free movement of digital services and whether platforms lose their liability protection when they profit from illegal ads. Implications for advertisers and platforms This case signals that regulators are tightening oversight of Google Ads gambling campaigns and similar digital promotions. Platforms that profit from restricted advertising face the risk of shared liability. Across the region, advertising platforms and affiliate marketers are being urged to review their compliance systems, improve regional monitoring, and remove any content that breaches local gambling laws. Italy’s approach is now viewed as a model for regulating digital gambling ads.

Apple, Google, and Meta must confront a series of lawsuits accusing them of profiting from illegal gambling apps that allegedly harmed users’ mental health. U.S. District Judge Edward Davila ruled that the companies cannot dismiss the cases under Section 230 of the Communications Decency Act, which usually protects online platforms from liability for third-party content. The decision represents a major setback for the firms, as it argues that their involvement in payment processing moves beyond the role of neutral hosts. The lawsuits, first filed in 2021, seek compensatory and treble damages, though no exact figures have been disclosed. Judge rejects immunity defense In his ruling, Judge Davila stated that processing and facilitating payments for casino-style apps could make Apple, Google, and Meta accountable for user losses. The court determined that their financial participation disqualified them from immunity, since their activities extended to enabling the transactions that sustained the gambling ecosystem. While consumer protection claims were dismissed in California, other states may continue to pursue such arguments. The companies are expected to appeal the decision to the Ninth Circuit Court of Appeals. Legal experts note that this case could set a precedent for how far Section 230 immunity extends in situations where platforms are not only distributing apps but also profiting from user engagement. Critics argue that the firms benefited by charging fees on in-app purchases, while failing to safeguard vulnerable consumers. Some claims also highlight that casino-style gaming was promoted through advertising models such as Google Ads gambling, increasing accessibility for users at risk. Broader implications for tech companies The outcome of the case may have broad implications for how digital platforms handle apps that blur the line between entertainment and gambling. If courts ultimately hold the companies liable, it could reshape how app stores and social media platforms screen developers and manage in-app transactions. Observers also suggest that stricter rules around payment processing and oversight of PPC gambling ads may follow, with regulators watching closely for consumer protection violations. The three tech giants have not yet provided detailed public responses, but their legal teams argue that responsibility should lie primarily with app developers. For plaintiffs, however, the focus remains on how the firms allegedly profited from activities that some courts have likened to unlicensed casinos. With growing pressure from consumer advocates and regulators, the lawsuits could redefine accountability standards for the tech industry.

YouTube has strengthened its rules on gambling-related content, introducing new restrictions that have significantly affected poker and sports betting channels. Since March 19, 2024, the platform has implemented stricter measures, including removing ads, limiting visibility, and imposing age restrictions on videos that reference gambling. The policy aims to protect younger audiences from exposure to online betting. However, its broad application has unintentionally harmed creators producing educational and analytical content rather than promotional material. Consequences for creators and affiliates Poker educators and betting analysts have reported steep declines in visibility and revenue, with some videos losing up to 90% of ad income. Automated moderation tools have frequently failed to distinguish between promotional content and tutorials on strategy, bankroll management, or tournament analysis. This misclassification has left creators such as Kevin Martin and Nick Eastwood struggling to maintain their channels. Affiliates are also facing new challenges. Many rely on visibility to promote brands through models such as PPC gambling campaigns, but the stricter policies now limit exposure opportunities. As a result, affiliates are reassessing their strategies, exploring content that emphasizes gambling regulations, responsible play, and general gaming culture while avoiding material that could be flagged as advertising. Calls for clearer guidelines and alternatives Content creators have urged YouTube to provide clearer and fairer enforcement. They argue that human review should play a larger role in the appeals process to prevent automated errors from penalizing legitimate educational videos. Some have suggested that age verification would be a more targeted and effective safeguard than blanket restrictions. In the meantime, several creators are diversifying their platforms. Twitch, Kick, and poker-specific websites are emerging as alternatives for distributing content without the same restrictions. Yet, the loss of reach on YouTube remains a major setback, particularly for those who relied on the platform’s scale and advertising systems, including Google Ads gambling campaigns, to support their work. While the intention behind YouTube’s policy is to shield young audiences, its wide-ranging application continues to raise concerns among creators and affiliates about fairness, revenue sustainability, and the future of poker and sports betting content online.

The global gambling industry is experiencing substantial setbacks as leading digital platforms implement stringent advertising restrictions. Google, Meta, and TikTok have all enforced zero-tolerance policies, collectively reducing the industry’s advertising reach by $208.6 billion. These changes are primarily driven by regulatory pressure and growing public concern over gambling promotion, particularly to younger audiences. As a result, operators must now navigate more complex compliance landscapes while revising their marketing strategies. Regulatory changes reshape industry operations In 2025, digital platforms intensified verification processes and content restrictions for gambling advertisements. Google paused new certifications for Australian operators in August, while Meta now requires manual review for all gambling campaigns under enhanced verification rules. TikTok, in a voluntary move, banned all real-money gambling ads in markets like the Philippines, leading to a 55% decline in new account registrations in Spain and the Philippines. These measures have forced operators to reassess traditional acquisition channels and adopt more diversified strategies to retain competitiveness. Across European markets, compliance complexity has surged, compelling operators to invest in guidance and technology to manage multiple jurisdictional requirements. In the Asia-Pacific region, governments are favoring voluntary agreements with international platforms instead of formal legislation, though Australia plans a three-year rollout of stricter rules targeting online and social media advertising, with 76% public support. Brazil’s online betting sector is also shifting toward traditional media as digital restrictions tighten, with DraftKings maintaining a strong Q2 performance despite the constraints. Strategies for adaptation and resilience Operators are increasingly focusing on PPC betting and Google Ads gambling campaigns while enhancing compliance and programmatic advertising capabilities. Investments in compliance technology enable swift adaptation to evolving regulations, reducing the need for manual oversight. Companies that diversify their acquisition strategies and maintain robust regulatory frameworks are better positioned to secure competitive advantages as platform restrictions continue to grow. The industry is witnessing a fundamental shift: reliance on conventional platform ads is becoming riskier, and operators prioritizing regulatory preparedness and operational resilience are likely to emerge as market leaders. As 2025 unfolds, maintaining strategic flexibility and compliance excellence remains critical for sustaining growth in an increasingly restrictive advertising environment.

Google has updated its policies for YouTube, introducing stricter requirements for gambling-related promotions. From now on, operators wishing to feature on the platform must obtain Google certification before their websites or applications can be referenced. This applies to all forms of promotion, including links, images, spoken mentions, or text within videos. Content promoting uncertified services will be removed. Ban on misleading claims The company is also targeting videos that promise guaranteed financial returns. Any suggestion that gambling can deliver assured profits will lead to immediate removal, even if the operator involved has approval. Google has underlined that such claims distort the nature of gambling and pose risks for vulnerable users. Stronger age restrictions Another central element of the update is a renewed focus on age control. Gambling-related content that complies with Community Guidelines will still be restricted for under-18 users and for viewers not logged into the platform. This approach reflects concerns across Europe and beyond, where gambling addiction is increasingly viewed as a public health issue. Exceptions for sports betting and in-person play Not all gambling categories fall under the same limits. Google confirmed that content about in-person casino visits and regulated online sports betting remains permitted. The company highlighted that this distinction mirrors legal frameworks in several jurisdictions, where sports betting enjoys broader acceptance than online casino play. This balance is especially relevant in markets where PPC gambling and PPC casino advertising are already subject to strict controls. Policy aims and industry impact The update reflects Google’s effort to align its platforms with international gambling laws and advertising standards. By narrowing access to gambling content, YouTube is responding to regulatory expectations and the social debate surrounding betting practices. For operators, the message is clear: compliance is now more closely monitored, and promotions that once bypassed scrutiny will face removal. For viewers, particularly younger audiences, the policy signals a firmer barrier against exposure to gambling promotions.

In a deliberate alignment with Missouri’s pending legalization of sports betting, Google has enacted a policy update permitting advertisements from certified, state-licensed sports betting operators, effective August 15, 2025. The announcement coincided with the policy’s implementation, enabling immediate eligibility for qualified advertisers within the state and marking a pivotal shift in how Google Ads gambling policies are being applied across new markets. Rigorous certainty in certification Operators seeking to advertise must complete Google’s gambling certification process, which mandates valid state licensing and alignment with company standards. Advertisers are required to submit comprehensive business information, such as company identity, Google Ads account, intended URLs, and gambling category including sports betting, daily fantasy sports, or horse racing, through a controlled application portal. Promoted domains must be owned directly, while free or third-party subdomains are prohibited. Certification status carries ongoing obligations: operators must maintain licensing and promptly report any changes in regulatory standing or corporate structure. Google enforces these requirements with seriousness, classifying noncompliance, including running ads without certification, as an egregious violation subject to immediate enforcement action. Advertisers must also target audiences aged 21 and older and include responsible gaming messaging within their campaigns. This framework establishes the groundwork for a more tightly regulated environment for Google Ads betting promotions. Missouri’s betting market takes shape Missouri’s regulated sports betting market is anticipated to begin operations in December 2025. Google’s policy change aligns with this trajectory, extending advertising capabilities to operators ready to engage the market immediately under the umbrella of Google Ads gambling compliance. Among the first to gain advantage are Circa Sports and DraftKings, recipients of untethered mobile sports betting licenses that permit independent operation without affiliation with land-based venues. Meanwhile, FanDuel secured its position through a strategic partnership with St. Louis City SC, aligning with tethered entry guidelines. Google’s calibrated policy expansion reflects the evolving landscape of legal gambling advertising, balancing growth with regulatory responsibility. By codifying certification demands, enforcing strict adherence, and synchronizing with Missouri’s market launch, the company underscores its readiness to integrate Google Ads betting into one of the nation’s fastest-emerging wagering markets.

Brazil’s Attorney General’s Office (AGU) gave Meta a 48-hour deadline to remove advertisements promoting unauthorised online gambling platforms. The directive came after authorities identified hundreds of active campaigns across Facebook and Instagram that were not in line with Brazil’s regulatory framework. The AGU stressed that failure to act weakened consumer protection and distorted fair competition within the regulated betting market. Betting activities required authorisation Brazil’s legal structure for fixed-odds betting was defined by Law No. 14,970/2023 and Ordinance No. 1,207/2024, which required all operators to obtain prior authorisation from the Ministry of Finance. To distinguish legal providers, authorised companies had to use the “.bet.br” domain. Any operator running services or ads without these credentials was considered illegal, including campaigns tied to PPC gambling or PPC betting that targeted Brazilian players through social media. Investigation revealed widespread violations A review of Meta’s Ads Library exposed hundreds of ads from unlicensed operators. These campaigns included promotional strategies similar to PPC casino advertising, raising concerns about how quickly unregulated content reached consumers. According to the AGU, the presence of these ads misled players and undermined the government’s attempt to establish a safer, well-supervised gambling market. The findings also revealed shortcomings in Meta’s verification processes. Requirement for compliance and prevention The AGU instructed Meta to not only remove existing ads but also provide evidence that it had acted effectively. The order required the company to outline measures to prevent similar violations in the future. Regulators emphasised the need for stronger monitoring tools to ensure unauthorised PPC betting campaigns did not return to their platforms. Broader effort to protect consumers The directive reflected Brazil’s larger strategy to protect consumers and regulate the expanding gambling sector. Although Meta had expressed plans to update its gambling advertising policies, authorities stated that its current system remained inadequate. By enforcing stricter rules, the AGU sought to curb illegal gambling activity, safeguard users, and maintain fairness in the country’s betting industry.

Google has confirmed that gambling advertisements will be permitted in Cameroon and Namibia starting August 19, 2025. This decision is part of a broader update to Google’s advertising policy and applies only to licensed operators who meet national regulatory standards. The move will allow PPC gambling and PPC betting campaigns to run on Google platforms, including Search and Display, within the two countries. Local approval is required before advertising To advertise in Cameroon, gambling companies must first register with the Gaming Regulation Agency. In Namibia, advertisers are required to secure licenses from both the Gambling Board and the Lotteries Board. These steps are necessary before operators can promote their services through Google’s ad network. Without proper licensing, ad content will not be approved. Online gambling market sees controlled expansion This policy change highlights the continued growth of the online gambling sector in Africa. With increasing internet use and mobile access, countries like Cameroon are becoming more active in the PPC casino and sports betting space. By allowing ads only from approved operators, Google aims to support market development while preventing illegal or misleading campaigns. Follows the previous rollout in Nigeria The update builds on Google’s earlier move in Nigeria, where it began allowing gambling ads in Lagos State. Only advertisers licensed by the Lagos State Lotteries and Gaming Authority (LSLGA) are eligible, and ads must be geo-targeted exclusively to Lagos residents. This regional rollout strategy shows Google’s cautious but clear interest in entering regulated African gambling markets. Focus on compliance and ad credibility Google has stated that this policy is designed to balance market access with user safety. Only licensed and verified advertisers will be allowed to run gambling campaigns, reducing the risk of scams or false advertising. The goal is to maintain the credibility of gambling ads while giving approved businesses access to wider audiences.