Policy Updates

The Dutch gambling regulator, Kansspelautoriteit (KSA), is pushing ahead with its complete ban on sports sponsorships from gambling companies. While the ban technically began in July 2023, existing contracts were given a two-year grace period. By July 2025, all forms of sponsorship, direct or indirect, will be illegal. The KSA has reminded licensed operators of their responsibilities and urged them to prepare for the final deadline. Protecting vulnerable audiences remains the focus The KSA’s main goal is to shield minors and other at-risk groups from gambling promotion. The regulator plans to strictly enforce the rules, similar to Belgium’s approach, where even indirect sponsorship attempts resulted in penalties for sports clubs. This includes cracking down on hidden ads or partnerships that appear through digital platforms. Reforms show early signs of success Since new player protection measures were introduced in October 2024, there has been a noticeable decline in high-risk behaviour. Accounts that previously lost over €1,000 per month made up only 4% of players but generated nearly 23% of operator revenue. That figure has since dropped, indicating the updated rules are starting to have a positive impact on gambling habits. Online casino PPC and Google Ads under scrutiny As the sponsorship ban expands, digital advertising channels like Google Ads and online casino PPC campaigns are also being monitored more closely. The KSA is reviewing how operators use paid search to promote gambling services, especially in cases where they may bypass local advertising restrictions. Authorities are expected to introduce tighter controls on these platforms in the near future. Illegal operators and Cruks data raise concerns Despite strong channelization, nearly 50% of gambling funds still go to unlicensed websites. These illegal platforms often run gambling PPC campaigns that target Dutch players without regulatory oversight. By January 2025, more users, especially those under 32, had enrolled in Cruks, the self-exclusion system. The rise in Cruks sign-ups highlights the continued need for stronger enforcement and clearer ad rules to support responsible play.

Google’s updated its Gambling and Casino Games advertising policy and is now officially in place. The changes bring tighter rules, clearer definitions, and stronger enforcement across global markets. Businesses involved in gambling promotions must now follow stricter standards or risk having their ads removed, or worse, their accounts permanently banned. Gambling definitions clarified & country bans Google has refined how it defines gambling-related content. The new rules separate real-money gambling, skill-based games, and social casino apps. A specific list of banned countries has replaced the former general language. Gambling ads are now strictly prohibited in countries such as China, Bulgaria, and Egypt, helping advertisers avoid costly mistakes in their targeting. Ads in social casino games are now banned A major update targets social casino games, apps that look like slot machines or poker but use fake money. These games can no longer be used to promote real-money gambling services. Violating this rule now leads to permanent account suspension. To stay compliant, advertisers promoting both types of content must manage separate accounts and follow different rules for each. Google is now checking for valid gambling licenses in every market where ads appear. Advertisers must hold and submit proof of proper licensing. If a campaign runs without one, it could be suspended immediately. This move ensures that only licensed and legally operating businesses can advertise gambling content. Skill-based games under more rules Skill-based games that resemble gambling, even without real money, must now follow gambling ad rules if they meet legal definitions. This includes fantasy sports or competitive card games. Depending on the country, these may require special permits and restricted targeting. What advertisers need to do now Now that the new rules are in place, advertisers should check their campaigns right away. Make sure none of your ads link social casino games to real gambling, or your account could be shut down. If you’re running gambling ads, you need a valid license for each country you’re targeting. This is especially important in places like Germany, where the rules are strict. Keep your licenses ready in case Google asks for them. These updates apply to all types of gambling PPC and online casino PPC campaigns, so make sure your setup meets the new standards.

Europe’s online gambling market has spiked in recent years. In doing so, many countries have passed laws to legalise sports betting, online casinos, and other gambling activities. This push isn’t just about offering more ways to play, it’s a move to bring in more tourism and tax income. Each country has created its own rules, which together make up one of the most developed online gambling systems in the world. UK leads with strict oversight and high returns The United Kingdom remains one of the most active countries in this space. In 2023, it recorded £8.7 billion in Gross Gambling Revenue. The UK Gambling Commission makes sure all gambling companies follow strict rules and hold proper licences. These rules are in place to protect players and make sure the market runs fairly. Different countries, different age limits Across Europe, the legal age to gamble varies. In the UK and Bulgaria, it’s 18. In Ukraine, it’s 21. More countries are now focused on helping players stay in control of their gambling habits. Many sites offer tools like spending limits, cool-off periods, and reminders to take breaks. Licences bring structure and safety Any gambling company wanting to operate legally in Europe needs a licence. These licences come with strict conditions. Operators must be clear about how their games work, provide honest support, and protect customer funds. They’re also expected to respond quickly to complaints and offer reliable service. Tighter checks and changing ad rules To reduce fraud and illegal money transfers, companies must confirm user identities and check from where deposits come. These checks are required under EU law and help prevent criminal activity. Meanwhile, operators must now follow updated Google Ads gambling regulations 2025, which include changes in how services can be promoted across regions. The online gambling advertising policy Google now places stronger controls on ad placements, wording, and audience targeting to protect users and meet legal standards.

In a bold move to tackle the growing crisis of gambling addiction, the Kenyan government have imposed a sweeping 30-day ban on all gambling advertisements across media platforms. This unprecedented decision underscores the urgent need to protect vulnerable populations and could have knock-on effects far beyond Kenya. Gambling crackdown: Industry faces wake-up call The Betting Control and Licensing Board (BCLB), led by Chairperson Dr Jane Mwikali Makau, announced the advertising ban in response to mounting concerns over the impact of gambling promotions, particularly on young and vulnerable audiences. Dr Makau described the unchecked exposure as a public health crisis, pointing to a troubling rise in gambling-related suicides. In light of these dangers, the government has formed a multi-agency Enforcement team. This group is tasked with creating and enforcing new regulations that prioritise responsible gambling and protect at-risk communities from further harm. Although the ban is set for just 30 days, it’s widely seen as the beginning of a broader shift in policy. Kenya’s move signals a strong commitment to long-term reform and could serve as a model for other countries grappling with similar issues. By taking a firm stance, Kenya are not only aiming to restore integrity within their gambling industry but also sending a clear message to global digital platforms and advertisers: the era of unregulated gambling promotion is coming to an end. Implications for global advertisers Kenya’s clampdown comes at a time when digital giants are already reassessing their advertising policies. With the Google Ads gambling regulations 2025 set to roll out globally, platforms like Google may soon be under pressure to align with stricter standards. These new Google Ads gambling rules are expected to include tougher age restrictions, content transparency requirements, and limitations on ad placement. If nations like Kenya continue to take bold regulatory steps, companies advertising on Google could face heightened scrutiny. The recent Google Ads policy gambling updates reflect a growing awareness of this shift. As global regulators take notice, advertisers will likely need to prepare for a future where ethical responsibility isn’t just encouraged—it’s enforced. Global news outlets have highlighted the growing international momentum behind such policy shifts.

Dutch lawmakers are urging Google to take stronger action against unlicensed gambling adverts that continue to target users in the Netherlands. Despite existing regulations from the Kansspelautoriteit (KSA), the country’s gambling authority, illegal operators are still finding ways to reach players through search results and paid ads. Proposal for stricter search and ad controls Members of Parliament Mikal Tseggai (Labour Party) and Willem Koops (New Social Contract Party) have introduced a proposal that calls for tighter controls on how gambling websites appear in search engines. They suggest that only gambling operators with a licence from the KSA should be visible in search results or allowed to advertise. Under their plan, Google and other search providers would need to verify that websites are licensed before displaying them, using a whitelist curated by the KSA. Google has responded by affirming that its current advertising policy already aligns with the local regulatory framework. The company insists that it only allows licensed gambling operators to advertise in countries where gambling is regulated, a policy it has applied in other regions such as Germany and Nigeria. However, critics, including the Dutch Quality Mark Responsible Affiliates (KVA), argue that unlicensed gambling sites still manage to circumvent these measures, often using deceptive keywords to attract Dutch users. Enforcement and industry concerns The KSA has been actively cracking down on illegal operators, most recently fining Starscream, a Saint Lucia-based gambling site, £243,600 per week for offering services without a license in the Netherlands. Another operator was hit with a £638,580 fine for failing to protect young adults from gambling harm. Since the start of 2025, the KSA has also removed 20 unlicensed gambling apps from Dutch app stores. Despite these efforts, the KVA estimates that over one million Dutch punters continue to use unregulated websites, highlighting the ongoing challenges in curbing illegal online gambling. Looking ahead to policy updates As part of the Google Ads gambling policy updates, the Dutch government is reviewing the 2021 Remote Gambling Act. There is growing pressure to introduce stricter Google Ads gambling regulations in 2025. This may include higher age limits for online slots and tighter advertising restrictions to reduce exposure to unlicensed operators and safeguard vulnerable users.

Stricter rules around gambling advertising and player verification are beginning to reshape the betting industry in Britain. Changes like Google Adverts gambling restrictions new policies, and the online gambling advertising policy Google made have added to the pressure on operators navigating a tougher environment at home and abroad. One company that has felt the pressure of Britain’s tougher gambling environment is Evoke, the group behind William Hill, 888, and Mr Green. According to its latest trading update, Evoke posted a modest 1% rise in group revenues to £437 million for the three months ending March 31. pic.twitter.com/DtQxIpn8Jy — Coalition to End Gambling Ads (@EndGamblingAds) November 11, 2024 However, results in the UK and Ireland lagged behind expectations, with online revenues slipping by 1%. The downturn was largely blamed on falling sports betting activity after the introduction of new safer gambling rules, including stricter age and identity verification checks. The company also reported a 21% fall in active players over the quarter, largely due to reduced promotional activities. However, its gaming business in the UK and Ireland still managed 3% growth despite these challenges. International markets provided a much-needed boost, with first-quarter revenues rising by 11%, helped by particularly strong growth in Romania. Tough market conditions remain Evoke’s retail betting shop business also struggled, recording a 6% decline in year-on-year sales. Nevertheless, chief executive Per Widerstrom remained upbeat about the company’s outlook, pointing to improvements already visible in April. From January through April 22, revenues rose by 4%, suggesting some early success in stabilising performance. Gambling firm Evoke sees acceleration in revenue growth – Q1 revenue up 1% – Acceleration expected from Q2 – Full-year growth in the 5% to 9% range#EVOK $EVOKhttps://t.co/YnQrbCI6we — Shares magazine (@SHARESmag) April 25, 2025 Widerstrom said swift corrective action, improved customer management, a clearer value proposition, and the rollout of new retail gaming cabinets would support future growth. He stressed the importance of international core markets in driving momentum and reaffirmed Evoke’s confidence in maintaining a strong market position through the rest of the year.

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.