Policy Updates

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.

Google and Meta have found themselves in the Enforcement Directorate’s crosshairs following allegations of promoting illegal betting apps through digital ad placements. With Google appearing for the scheduled hearing on July 28 while Meta failed to comply, questions arise about their role in enabling financial fraud through lax ad policy enforcement. Under fire: Ads, influence, and accountability India’s Enforcement Directorate (ED) has intensified its probe into the murky world of online gambling ads, summoning Google and Meta for their alleged complicity. The core issue: both tech platforms reportedly allowed betting PPC campaigns for unregulated gambling apps to thrive. This move, the ED believes, contributed to large-scale money laundering and fraud. Google, in its defense, reiterated its stance against such content, pledging full cooperation with the investigation. Meta, however, remained conspicuously absent from the hearing, despite having previously requested more time to respond. Their silence has only added fuel to the fire. Complicating matters further is the involvement of influencers and celebrities who, often unknowingly, amplified the reach of these betting platforms. Their endorsements helped normalize these apps, inadvertently supporting a digital underworld that exploits policy loopholes in Google Ads online gambling restrictions. Crossroads ahead for digital advertising This case casts a long shadow over digital ad regulations, exposing just how easily policies around gambling promotions can be sidestepped. The implications extend far beyond just Google or Meta—it’s a wake-up call for the entire advertising ecosystem. Lax oversight has allowed shady operators to infiltrate mainstream ad channels. Regulators are now expected to tighten the reins. Failure to adhere to revised policies could lead to steep penalties under the IT and Money Laundering Acts. The ED’s message is clear: tech giants must actively vet ad content or face legal consequences. The stakes are high. As more illegal betting PPC ads continue to surface, public trust in platforms like Google and Meta is eroding. To restore credibility, they’ll need more than statements—they’ll need action.

The Enforcement Directorate (ED) has called senior officials from Meta and Google to meet on July 21. This is part of an inquiry into money laundering connected to illegal online gambling sites. The call to appear, issued under the Prevention of Money Laundering Act (PMLA), is to understand how these illegal gambling sites managed to advertise on significant digital platforms, like social media and app stores. The ED is looking at how these operations manage to promote themselves online even though they are illegal. The investigation focuses on how Google Ads online gambling content appears and how ads are placed by tech companies, and if they did enough to check advertisers properly. Meta and Google officials are expected to explain their platform rules and measures to stop such activities. Illegal gambling ads raise regulatory concerns Authorities claim that online betting sites used tricks to cheat users, launder large amounts of money, and avoid paying taxes. The ED is planning to call in celebrities and well-known people who might have supported or advertised these sites. This investigation could lead to tighter rules and changes in policies for the tech companies involved. Regulatory agencies are demanding more control over digital ads, especially for financial and gambling PPC content. The results might change how platforms approve ads, particularly in regions with changing digital laws. Meta faces scrutiny over Kannada translation error Separately, Meta has come under fire for an auto-translation bug on its platforms that led to misinformation about Karnataka Chief Minister Siddaramaiah. A condolence message written by the Chief Minister in Kannada was inaccurately translated into English, suggesting his own death rather than the intended tribute to actress B Saroja Devi. Following public confusion and criticism, Meta acknowledged the error and corrected the bug responsible for the mistranslation. In response, the Chief Minister’s media advisor urged the platform to suspend its Kannada auto-translate feature until its reliability improves. Meta was also asked to engage with regional language experts to avoid similar issues in the future. The mistranslation incident has further intensified calls for greater oversight of automated tools on digital platforms, especially when miscommunication can have far-reaching consequences.

The rapid growth of the iGaming industry, particularly in sectors like Google Ads online gambling and casino PPC, has pushed regulators and platforms to enforce stricter advertising standards. Google Ads’ updated gambling policies, effective July 16, 2025, now require advertisers to undergo more rigorous pre-approvals for creatives and landing pages. These changes ensure compliance with age restrictions (18+) and aim to prevent misleading content, reinforcing global efforts to protect players from harmful marketing. Regional regulations add complexity Latin America, notably Brazil, adopted more structured iGaming advertising rules in December 2023. While operators still enjoy creative flexibility, they must avoid false promises and pass rigorous content reviews on platforms like Google and Meta. In the United States, where iGaming regulation is state-specific, advertisers face varying requirements across regions. For example, New York law mandates that all gambling ads include clear warnings about addiction risks, emphasizing the need for responsible messaging. These evolving policies demonstrate the necessity for operators and affiliates to remain vigilant and adapt their strategies to meet diverse legal frameworks. Failing to comply not only invites penalties but can also undermine a brand’s reputation in the competitive iGaming market. Alternative ad networks offer flexibility With mainstream platforms tightening their policies, many iGaming businesses are exploring alternative ad networks like Adsterra. These networks offer greater creative freedom and fewer restrictions while ensuring manual review processes that account for regional compliance. This allows operators to customize campaigns without facing blanket rejections typical of larger platforms. Additionally, emerging markets across Asia, Africa, and Latin America are crafting regulatory frameworks inspired by European standards, but adapted to local contexts. As AI-generated content and influencer-driven campaigns become more prevalent, further regulation is expected to address risks associated with deepfakes and deceptive advertising. Navigating these shifts requires iGaming advertisers to balance compliance with innovation, ensuring their strategies remain effective, ethical, and aligned with local regulations.

WinZO, a popular Indian gaming platform, is taking legal action against Google. The company says Google’s Playstore policy is unfair, as it only allows Daily Fantasy Sports (DFS) and Rummy apps, excluding other real-money skill-based games. WinZO claims this decision favours certain games without a valid reason, putting its business and users at a disadvantage. The company says this policy directly affects competition and limits exposure for games that are legal under Indian gaming laws. YouTube channel removed without warning Also, WinZO can be challenging in the removal of its official YouTube channel, “WinZOOfficial.” The channel was taken down suddenly, cutting off a major marketing and user engagement tool. The Delhi High Court gave Google an extra ten days to explain the removal. WinZO says this action caused financial damage and disrupted its communication with users. New YouTube rules impact gaming ads On March 19, 2025, YouTube updated its rules to crack down on gambling-related content. These rules now block links to unapproved gambling websites and restrict videos that target minors or claim guaranteed earnings. Following this, WinZO’s YouTube channel was deleted, and its ads were restricted. WinZO argues that its content was based on skill games, not chance, and followed YouTube’s guidelines. Winzo demands fair access and ad rights As well, WinZO has asked the court to order Google to reinstate its YouTube channel and lift the ad restrictions. It also wants fair treatment for all skill-based games on the Playstore. This case raises larger questions about how Google handles Google Ads for online gambling, casino PPC, and other related advertising categories. WinZO says its services meet Indian legal standards and should not be unfairly targeted. Hearing on July 23 will shape digital gaming rules The next court hearing is set for July 23, 2025. The outcome could affect how tech platforms treat gaming apps and content, especially around online gambling and betting PPC ads. The case is being closely watched by others in the gaming and advertising industry.

The timer is set, the table’s cleared, and Ukraine is ready for the next round. On July 14, 2025, Google will officially allow gambling PPC ads in Ukraine, but entry comes with a strict dress code. Advertisers will need two approvals: one from Ukraine’s national gambling authority, and another from Google’s own gatekeepers. Ukraine’s gambling industry, reborn after a decade-long ban, now has a global platform to match its domestic ambitions. But as with any power play, the fine print matters. And Google’s fine print is laser-focused on compliance, responsible gambling messaging, and age-restricted targeting. Ukraine’s model offers new flexibility While Brazil takes a harder stance by banning aggregator platforms outright, Ukraine is offering a more practical model. Aggregators can participate, but only if they hold the appropriate local licenses. This opens the door to a wider range of players, particularly mid-sized affiliates and tech-driven agencies, who have been locked out of stricter markets. Google to allow gambling ads in Ukraine starting July 14https://t.co/1bbR1MNv70 — Yogonet Gaming News (@YogonetNews) July 1, 2025 For Google, Ukraine fits into a broader vision. The company has been slowly building its Google Ads gambling policy updates into a flexible framework that works with, not against, regional law. Previous expansions into countries like Germany and Peru tested the waters. Ukraine shows it’s ready to scale the model without losing control. A tight timeline, a clear opportunity The short lead time between announcement and implementation may be challenging, but it favors teams who are prepared. With the certification window now open, advertisers aiming to dominate the Ukrainian market will need to move quickly. The advantage belongs to those who can get licensed, get approved, and launch in rhythm with the new rules. This policy update also reinforces Google’s long-term intent to shape a sustainable casino PPC and gambling PPC ecosystem that prioritizes verified advertisers over volume. In Ukraine, early movers with legal clearance and strong creative strategies will set the tone, defining the rules of engagement for everyone who follows.

Since June 18, 2025, Google has allowed licensed gambling and fantasy sports apps on the Play Store in Brazil. This marked a major shift for the digital gambling sector, which had previously been shut out of Google’s app platform. The update came in response to pressure from Brazil’s gaming regulators and licensed operators, who argued that tighter oversight was needed to weed out illegal services and protect consumers. Companies wanting to list apps must be officially licensed by the Secretariat of Prizes and Betting (SPA), Brazil’s regulatory body in charge of online casino PPC gambling. Strict approval process for app listings To qualify, operators had to meet a strict set of conditions. Every approved app must be linked directly from the company’s official website and show clear proof of licensing from SPA. This requirement was introduced to prevent unlicensed or fake betting apps from appearing in the store. It also gave users a more secure way to access legal betting platforms. Senate moved to restrict betting advertisements At the same time, Brazil’s Senate advanced Bill 2.985/2023, a proposal to limit how and where gambling ads can appear. The bill called for a ban on betting ads during live sports broadcasts and restricted the use of current athletes in promotions. It also prohibited messages that suggest betting can be used as a way to solve financial problems. The tax hike raised questions from the industry On the same day that Google’s policy changed, Brazil raised the tax on gross gaming revenue from 12% to 18%. The new rate applies to all licensed operators and is now part of the country’s ongoing efforts to formalise the gambling market. However, some operators warned that the higher tax might push smaller or new companies away from investing in Brazil. A major step toward a regulated market The combination of Google’s policy shift, new ad rules, and a higher tax rate signals a turning point for Brazil’s gambling landscape. With clearer rules and official approval paths, the country is now taking a firmer stance on regulating the industry. For operators running Google Ads online gambling campaigns, playing by the rules is no longer optional; it’s the only way forward.