Policy Updates

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.

For all the promises of AI-driven ad systems and automated compliance, illegal betting ads still slip through the cracks—particularly on Google’s advertising exchange, AdX. Despite government clampdowns, unauthorized gambling platforms are thriving in plain sight, reaching users via polished, paid promotions. The algorithm can’t police it all In recent months, ads for offshore gambling sites like Parimatch, 1xBet, and Lotus365 have become increasingly visible across digital spaces. These platforms are under the scanner for financial crimes, yet their ads continue to surface through Google AdX. The Ministry of Information and Broadcasting has issued repeated warnings, urging platforms to stop facilitating these promotions. In states like Telangana, local police are filing FIRs not just against the operators, but also against celebrities endorsing these apps. So why are these ads still live? Much of it comes down to automation. Google Ads online gambling campaigns often run via real-time bidding, where ads are placed in milliseconds with minimal human oversight. In theory, policies exist to prevent illegal content—but in practice, enforcement often lags behind the speed of the system. Website owners who rely on programmatic ads rarely have the tools or resources to manually block unlawful betting PPC campaigns. A regulatory game of catch-up The scale of the issue goes beyond a few rogue actors. The real problem lies in the system’s design. Google AdX and other exchanges operate globally, often without enough regional customization to honor specific laws. As a result, illegal gambling ads continue to reach millions, undermining Indian regulatory efforts and public trust. Authorities are now calling for tighter controls and accountability from tech giants. According to a recent analysis, the current ad ecosystem leaves too much room for misuse. Unless algorithms are refined and regional filters strengthened, online gambling ads will continue to slip past gatekeepers—posing risks to consumers and legal order alike. It’s not just a tech issue anymore. It’s a public interest one.

Brazil has introduced tougher laws to fight illegal gambling. A new amendment to Law No. 14,790 now defines the promotion of unlicensed gambling, including through digital ads, as a serious offence. This includes ads on Google, social media, websites, and video platforms. The update is a direct response to the rise of unauthorised online betting, which has become a growing concern for regulators. Tech companies must cooperate with authorities Internet service providers, social media platforms, and ad networks are now required to set up official contact channels with Brazil’s federal agencies. This will allow faster communication between tech platforms and government regulators when illegal betting content needs to be flagged or removed. These platforms, including those that run Google Ads online gambling campaigns, must respond quickly to takedown requests or face penalties. New taxes worry legal operators The government also raised taxes on legal betting companies, including those running casino PPC and gambling PPC campaigns. The industry argues that these sudden changes come too soon after betting was first legalised and regulated. The Brazilian Institute of Responsible Gaming (IBJR) says operators have already spent over R$2.3 billion on license fees and compliance. With these new tax rates, legal operators fear they may lose ground to unregulated sites that don’t pay taxes or follow the rules. Industry fights back against new rules The IBJR has announced plans to challenge the tax hikes in court. They believe that instead of taxing regulated platforms more heavily, the government should focus on shutting down illegal websites. There is concern that overregulation will drive users back to unlicensed platforms, harming the legal market and reducing future tax revenue. Funds to support public services Despite criticism, the government plans to use the extra tax income to fund health programs and campaigns against illegal gambling. Still, analysts warn that overburdening legal companies could do more harm than good, with an estimated R$2 billion in revenue lost annually to illegal betting platforms. The debate continues as both sides push for long-term solutions.

Google controls more than 97% of the search engine market in India. This makes it the main way people find websites, including those tied to illegal gambling. Even with government bans in place, these gambling sites still appear in search results. They use strong SEO strategies to stay visible, often ranking higher than legal platforms. This raises concerns about how Google’s system rewards content and how hard it is to remove unlawful websites. Different gambling sites, different traffic methods Popular names like Stake and Parimatch attract most of their users through direct visits, 75% and 65%, according to recent reports. These brands have built a strong presence. Others like 1win and Dafabet depend more on organic search traffic, showing how Google’s search system supports their reach. For many users, a simple search for “online casino” or “betting site” can lead to illegal platforms with just one click. Affiliate and social traffic add to the problem Sites such as 1xBet and 4RaBet also bring in large amounts of traffic through affiliate links. More than 15% of their visitors come from these networks. Influencers, Telegram groups, and other social platforms are used to spread links and boost traffic. Some gambling PPC and online casino PPC ads still appear in places they shouldn’t, raising questions about oversight. Weak enforcement and growing risks The Indian government has issued warnings to Google, asking the company to stop helping these platforms. Yet, little has changed. Roland Landers of the All India Gaming Federation said these sites continue to grow in reach and visibility. Even with repeated alerts, they keep using search engines and social media to attract users. Time for Google to change its policies By June 2025, pressure will have increased for Google to fix its approach. The company’s policies on Google Ads, online gambling, and casino PPC have come under fire. Without stronger action, Google will remain a key driver of traffic to these illegal sites. Stricter rules and more active monitoring may be the only way to fix the problem.

The UK Gambling Commission has issued tighter affiliate marketing rules to improve transparency and protect consumers. Affiliates promoting iGaming offers must now clearly disclose all bonus terms, especially for “no deposit” or “free spins” deals. Misleading financial promotions are banned, and all content must be age-gated. The rules state that any affiliate found marketing to minors or promoting offers on platforms accessible to under-18s will risk being terminated by operators. Stricter oversight across the European Union In the EU, countries are moving toward more uniform compliance requirements. The Netherlands now requires operators to approve affiliates before partnerships begin, while Germany’s updated Glücksspielstaatsvertrag bans the promotion of unlicensed operators and introduces mandatory player reminders. France plans to tighten control over influencer endorsements and paid collaborations. Affiliates working across multiple countries are now expected to localize content through country-specific landing pages to meet national rules. Latin America enforces partner accountability Brazil’s iGaming law mandates that operators register affiliate partners and apply official disclaimers to marketing content. Colombia and Mexico are likely to adopt similar rules, with a focus on restricting content that targets minors or promotes offshore platforms. New affiliates entering these markets must invest in legal translations, local market research, and licensed payment channels to meet compliance standards. Know Your Affiliate policies gain traction Several regulated markets are exploring Know Your Affiliate (KYA) requirements. This includes background checks, legal documentation, quarterly contract renewals, and third-party audits. These measures mirror Know Your Customer (KYC) standards and aim to hold affiliates legally accountable for the accuracy and legality of their marketing activity. AI-generated content flagged for oversight Regulators have expressed concerns over the unchecked use of automated content in affiliate marketing. While tools may assist with content production, affiliates are expected to review, revise, and clearly label such material. This is especially important in high-risk areas such as casino PPC or as well as online casino PPC where misleading or unverified claims can lead to penalties. The focus remains on ensuring that marketing practices are ethical, compliant, and fully transparent to audiences.