Policy Updates

The New Zealand government have decided to auction 15 online casino gambling licences, allowing operators to legally advertise their services. Internal Affairs Minister Brooke van Velden explained that advertising is a key part of the new system. Without it, companies may not see the value in applying for a licence. The change comes as the government moves to regulate the online gambling market and ensure that tax revenue is collected. Officials believe that allowing advertising for licensed providers can help steer players away from unregulated gambling sites. Concerns over gambling harm The decision has sparked concerns from gambling harm prevention groups. Andree Froude from the Problem Gambling Foundation strongly opposes allowing online casinos to advertise. She warns that adverts could encourage more gambling and make it harder for people struggling with addiction. Martin Cheer, managing director of Pub Charity Ltd, is also worried about the impact of more gambling adverts. He believes the market will become flooded with promotions, making it difficult for people to escape gambling-related content. Cheer points out that New Zealand already has plenty of advertising from Lotto, TAB, and offshore operators. Google to tighten gambling ad rules New Google Ads gambling rules are updating its advertising policies for Google Ads gambling regulations 2025 for gambling companies to match New Zealand’s new rules. Starting in April 2025, online casinos will have to meet strict requirements to run adverts on Google platforms. Companies must prove they are licensed and follow all local laws. Countries like the UK and Australia have already tightened their rules due to concerns about problem gambling. Stronger rules and consumer protections The government plan to enforce strict rules on gambling adverts, preventing misleading promotions and targeting vulnerable people. Licensed operators may need to offer deposit limits, self-exclusion, and clear risk warnings. Foreign companies expected to dominate Many expect large offshore gambling companies to win most of the 15 available licences. While local businesses can apply, the market is likely to be dominated by well-funded international operators. This could impact community groups that rely on gambling revenue. In New Zealand, money from gambling profits is often used to support local sports teams and charities. Some worry that a shift to online gambling could reduce funding for these programmes. As the new rules take effect, the government will face pressure to ensure that gambling-related harm is minimised while still allowing a competitive market.

The European iGaming industry is facing major regulatory changes in 2025, with stricter rules on player protection, advertising, and responsible gambling. As authorities push for more unified regulations across different countries, operators must stay updated to ensure compliance and avoid penalties. One of the biggest challenges in 2025 is adapting to new advertising policies, including Google Ads gambling policy updates that set higher standards for gambling-related promotions. At the same time, mobile gaming and AI-driven personalization are shaping the future of online betting, offering both opportunities and new responsibilities for operators. Stronger focus on responsible gambling European regulators are introducing stricter measures to protect players from excessive gambling. For example, the UK Gambling Commission is implementing enhanced financial checks for high-spending players starting in January 2025. These rules are designed to ensure that gambling remains within a person’s financial limits, reducing the risk of harm. To meet EU compliance standards, operators must also follow stronger Know Your Customer (KYC) and Anti-Money Laundering (AML) procedures. Regular internal audits and improved player monitoring systems are essential for identifying potential risks and ensuring responsible gambling practices. New advertising rules and marketing restrictions Advertising regulations are becoming stricter across Europe, particularly with the new Google Ads gambling rules taking effect on April 14, 2025. These changes require gambling operators to meet higher licensing and compliance standards before running ads. Google aims to ensure that gambling promotions follow local laws and do not target vulnerable audiences. Many European countries also tighten national advertising laws, restricting how and where gambling companies can promote their services. To stay compliant, operators need to adjust their marketing strategies and ensure all adverts follow both local and international guidelines. The impact of technology on compliance Mobile gaming continues to grow, making it easier for players to access online casinos and sportsbooks from anywhere. However, this also increases the need for real-time monitoring and responsible gambling tools. AI-driven personalisation is another game-changer, helping operators deliver customised player experiences while ensuring compliance with gambling regulations. To adapt to these changes, operators should invest in advanced compliance tools, engage with regulatory authorities, and regularly update their internal policies. Partnering with industry experts like Altenar can help businesses navigate Europe’s evolving iGaming landscape and stay ahead of regulatory changes.

YouTube is ramping up its efforts to curb the spread of unregulated gambling content on its platform. It reflects its growing awareness of its responsibility in protecting vulnerable users, particularly minors, from the potential harms of unregulated gambling. By tightening its policies and enforcement, YouTube aims to create a safer environment, mitigating the risks associated with exposure to misleading or exploitative gambling adverts. The video-sharing giant announced new policies on Tuesday that prohibit content creators from verbally referring to, displaying logos of, or linking to unapproved gambling sites. Starting March 19, 2025, these guidelines will be strictly enforced, marking a significant shift in YouTube’s approach to gambling-related content. Age restrictions and community protection The updates also include stricter age restrictions; videos promoting online betting sites will not be accessible to users under the age of 18 or those who are not logged in. This move aims to shield younger viewers from content that could potentially lead them towards harmful gambling behaviors. YouTube defines unapproved gambling sites as those that do not meet local legal standards and have not been reviewed by the platform or parent company, Google. Google Ads gambling policy updates are ongoing, and these updates are multifaceted, encompassing both stricter controls and adjustments to accommodate evolving legal landscapes. We’ve strengthened our policies that prohibit content directing viewers to unapproved gambling websites or applications Boot Bullwinkle, YouTube spokesperson For quite some time, YouTube has maintained a strict ban on any material that utilises sensationalist rhetoric to assure viewers of guaranteed earnings from online betting platforms. Moving forward, any content that guarantees returns from approved gambling sites will be taken down, indicating a more rigorous application of YouTube’s regulations. In response to the rapid rise of online sports betting since its 2018 legalisation, YouTube is strengthening its controls over non-compliant gambling advertisements and videos on its platform. Although YouTube’s effectiveness in enforcing these new policies, as well as implementing new Google Ads gambling rules, remains a major concern, given the historical difficulty tech giants face in fully adhering to their guidelines, the fact that these steps are already being taken is a major step forward. These changes reflect this giant platform’s commitment to proactively address the issue of unregulated gambling content, aiming to provide a safer and more controlled environment for its users.

Starting April 14, Google will roll out a significant update to its advertising policies that will have a major impact on the gambling industry, especially for social casino and skill-based games. The new rules are poised to change the way gambling advertisements are handled, putting stricter controls on what can be promoted and who can advertise. What’s Changing with Google Ads Gambling Policy The new Google Ads gambling rules introduce key changes that will impact the industry. Mahjong adverts will be banned in certain regions, and gambling is now defined as any betting activity involving chance for a prize. Social casino game adverts must target adults, comply with regional licensing, and disclose in-game purchases. These updates could challenge operators in legal grey areas, such as sweepstake casinos. As a result, some gambling operators may struggle to meet these new requirements, potentially losing access to Google Ads—an important advertising platform. Stricter Privacy and Data Controls Google’s new gambling policy updates also include stricter privacy and data controls, aligning with UK and EU regulations like the Data Protection Act. These rules give users more control over their personal data, impacting how companies collect and use it for advertising. As a result, only licensed gambling operators can advertise through Google, ensuring compliance with local laws. UK-based casinos may need to adjust their practices, such as raising the minimum player age or removing certain offers in specific regions to meet these updated requirements. Looking Ahead: Impact on Gambling Advertising These changes mark a turning point for gambling advertisers, as they will need to adapt to new guidelines to ensure compliance. With Google prioritising user protection and privacy, the landscape for online gambling adverts is bound to shift, demanding more responsibility and transparency from operators. The Google Ads gambling policy updates will undoubtedly reshape the online advertising landscape. Operators must stay informed about these changes and adjust their strategies to comply with the new rules, ensuring their marketing efforts remain effective whilst prioritising user safety.

In recent years, the conversation surrounding Google Ads gambling policy updates has grown louder, with a sharp focus on the ethical concerns and potential harm these adverts may cause, particularly to vulnerable audiences and young people. This discussion has now moved into the digital advertising space, where new restrictions are being enforced on gambling promotions, particularly as online gaming and betting platforms grow in influence. A Response to Public Concerns The updated guidelines come as a direct response to rising worries over the normalisation of gambling, especially among younger audiences. The new rules feature stricter age verification processes and impose tighter limitations on targeting specific demographics. the public interest in watching sport without excessive references to gambling and live odds or undue exposure of viewers including children to gambling promotion Jo Setright-CEO in gambling industry Additionally, adverts are now prohibited from appearing in certain locations or contexts that could inadvertently promote gambling as a form of entertainment. Only licensed operators are allowed to advertise, with enhanced checks ensuring that these platforms meet local regulatory standards. relationships with wagering companies allow [it] to invest in robust integrity measures to monitor wagering on our game, as well as to invest back into our game at all levels An AFL spokesperson These changes have already sparked widespread discussion within the digital marketing industry, with many supporting the tighter restrictions. However, critics caution that such policies may harm the advertising revenue of legitimate businesses that depend on reaching broad audiences. There are also concerns that strict regulations could push gambling adverts to less regulated platforms, making oversight more difficult. Impact on the Industry and Future Regulation Despite the controversy, these developments reflect an increasing awareness of the need to protect public health in the age of digital advertising. Health advocates have long called for stronger regulations, and these recent policy shifts signal a growing willingness to address this critical issue. As the UK continues to grapple with the social and economic impacts of gambling, these new guidelines could mark the start of broader, more comprehensive regulatory changes. With growing concerns about gambling’s influence, especially on younger audiences, policymakers may soon introduce stricter measures to protect public health, ensuring that advertising remains responsible and regulated across all platforms.

Google has announced new rules for gambling advertisements, set to take effect on 14 April 2025. The updated policy aims to bring clearer guidelines, stronger compliance measures, and more country-specific regulations. These changes will affect advertisers, gambling operators, and affiliate marketers who promote gambling-related content on Google’s platforms. Stricter definitions and advertising restrictions Under the new policy, Google has tightened the definition of gambling-related content. Websites that directly link to online gambling services will now be considered gambling advertisers and must follow stricter rules. This means affiliate websites that previously promoted gambling services with direct links will now only be allowed to provide informational content. This means companies that advertise gambling services must hold valid licences and follow local gambling laws. Advertisers who fail to comply risk having their adverts suspended or removed. New country-specific requirements Google is also changing how it applies gambling advert restrictions based on location. Instead of broad regional restrictions, the new policy will list specific countries where gambling adverts are banned. In the UK, advertisers will still be allowed to promote gambling services, but they must comply with regulations set by the UK Gambling Commission. This includes ensuring that all ads are age-appropriate and do not target vulnerable audiences. Tighter rules for social casino games Companies that promote social casino games—free-to-play games that simulate gambling—will now face stricter regulations. Google will require certification for advertisers running these types of promotions. So that advertisers cannot mix real-money gambling ads with social casino games. Any violation of this rule will be considered a serious offence, leading to immediate and permanent account suspension. Focus on responsible gambling The goal for Google is to place more responsibility on advertisers to ensure compliance. If a gambling company loses its licence, it must immediately inform Google. Any operator found running gambling adverts without proper licensing will face account suspension. These new rules are part of Google’s ongoing efforts to promote responsible advertising while ensuring compliance with local gambling laws.

In a bid to enhance user safety and compliance, Google has announced significant Google Ads gambling policy updates that will affect advertisers promoting real-money games outside of India. This change is expected to bring stricter control over gambling-related advertisements across various digital platforms. The new Google Adverts gambling rules aim to ensure that gambling promotions are presented in line with global regulations, fostering a more secure environment for users. The platform will continue to allow advertisements for Daily Fantasy Sports and Google spokesperson Stricter Guidelines and Regional compliance These updates respond to growing concerns about online gambling, with Google tightening advertiser requirements. According to the Google Ads gambling compliance news, businesses must now undergo more thorough vetting and certification, ensuring compliance with local regulations in the regions where their ads will run. Additionally, Google is expected to enforce gambling advert policy changes across various regions, including those with significant online gambling activity. These changes align with the anticipated Google Ads gambling regulations for 2025, where advertisers may need to be certified by both Google and relevant local authorities. This shift aims to improve accountability and transparency in online gambling advertising, responding to growing calls for stricter advertising practices globally. A Safer Digital advertising landscape The latest Google Adverts gambling compliance measures will undoubtedly impact the way gambling adverts are displayed, with Google seeking to create a more responsible advertising environment. Advertisers promoting online gambling must comply with the online gambling advertising policy Google has set, which includes more stringent checks on targeting, content, and advert placement. Regulation will not fix something that has a rotten character. These apps need to be banned Mr. Goel an industry expert in digital marketing and compliance These updates also underline Google’s growing role in enforcing responsible online gambling practices, with a focus on consumer protection. The new Google Adverts gambling policies represent a significant step towards ensuring that gambling adverts are clear, transparent, and in line with the latest international standards. For businesses involved in online gambling advertising, these changes mark an important shift in how adverts are regulated, particularly in light of the upcoming Google Ads gambling regulations for 2025. Keeping up with these shifts is essential for staying compliant and ensuring adverts do not violate the platform’s stringent guidelines. For more information on Google’s updated policies, visit their official guidelines.

Starting April 14, 2025, Google will introduce stricter advertising rules for gambling and gaming platforms. The revised policy clearly defines gambling-promoting content as any material that facilitates gambling services or provides direct links to online gambling platforms. Aggregator and affiliate websites will still be allowed to share information about authorised gambling services, but any activity beyond that will face restrictions. The policy update also details country-specific regulations, listing nations such as Bulgaria, China, and Egypt, where all offline gambling adverts are banned. Whilst the UK has established gambling regulations, advertisers should review these changes to ensure compliance when targeting international audiences. 🚨 Big Update for Advertisers! 🚨 Google has reversed its stance on Performance Max campaign controls, giving advertisers more flexibility and better optimization options. 🎯 Find out what this means for your ads and how you can leverage these changes for better ROI! 💡📈 pic.twitter.com/48FoBnjVcl — MakkPress Technologies Pvt Ltd. (@MakkpressTech) February 10, 2025 Social casino games—those that mimic gambling but do not offer real-money rewards—will now require certification in certain regions. A new policy clause also prohibits the promotion of mahjong involving real money in the Asia-Pacific region. Google’s definition of online gambling is expanding to include casino-style games that use virtual currencies or digital items with real-world value, meaning games with in-game purchases or tradable assets could now fall under stricter gambling rules. Advertisers must maintain valid licences and report any suspensions or revocations to Google, or they risk account suspensions. How this affects skill-based games in the UK A key policy change is the inclusion of non-casino skill-based games—such as chess and pay-to-play multiplayer games with real-money prizes—under Google’s advertising framework. Previously, adverts were mainly limited to traditional gambling and fantasy sports, but now skill-based games with entry fees and cash rewards can apply for certification and advertise, except where gambling adverts are banned. 💥Today, we became the first council in the UK to join the Coalition to End Gambling Ads @EndGamblingAds We are dedicated to ensuring that gambling harms do not affect our communities. This is the latest action in a long series we have taken to tackle gambling harms. pic.twitter.com/D80Mkpc8XN — Haringey Council (@haringeycouncil) January 30, 2025 This update may affect gaming platforms, as UK laws distinguish between skill-based games and games of chance. While the Gambling Commission regulates traditional gambling, skill-based games follow different rules. Meta already allows adverts for these games based on legal guidelines, and Google is expected to do the same. Real-money gaming platforms see this as a chance to expand their reach whilst staying compliant. Advertisers should review the new policy and secure the necessary certifications to continue advertising on Google.

Independent Australian senator David Pocock has called for an inquiry into the gambling industry’s influence on government policy, particularly regarding online gambling reform. His move comes as pressure grows to ban gambling advertisements, especially on digital platforms. Pocock wants to examine how gambling companies may influence government decisions, specifically the response to a landmark gambling harm enquiry, which recommended phasing out gambling adverts. Gambling industry influence under scrutiny Pocock is pushing for the issue to be referred to a Senate committee for investigation. He has expressed frustration that no action has been taken on the issue despite broad support for the inquiry’s recommendations. ‘This is a public health issue,’ Pocock said, emphasising the need for reform to protect vulnerable groups from gambling-related harm. the extent and the appropriateness of industry influence over government decision-making as it relates to online gambling reform David Pocock In line with these concerns, the Australian Greens have introduced a bill proposing to ban gambling adverts before and after sports broadcasts and during children’s programming, capping adverts at two per programme. The Labour Party had also proposed similar measures but has yet to release a formal policy. The government has stated it is still consulting with industry stakeholders before moving forward with reforms. Are online gambling advert policies about to change The gambling industry, however, has resisted a blanket ban, with groups like Responsible Wagering Australia warning that such measures could push people to unregulated offshore sites. They advocate for restrictions aimed at protecting children and vulnerable groups without completely stifling the industry’s advertising capacity. reduce children’s and vulnerable groups’ exposure to gambling advertising Kai Cantwell CEO of Responsible Wagering Australia As the debate intensifies, this issue is expected to impact global gambling advertising policies, particularly in the UK, where digital gambling adverts are under increasing scrutiny. With growing calls for reform, significant changes in how gambling adverts are regulated could be on the horizon. To learn more about the UK’s stance on gambling regulations and advertising, check out the UK Gambling Commission’s guidelines on advertising.