Policy Updates

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.

There’s growing concern over gambling adverts after one for Ladbrokes showed up on a baby monitor app. The app, called YCC365 Plus, is usually used for home security but parents often use it to watch their babies. The advert offered a £30 welcome bonus and has led to criticism from those pushing for tougher rules on gambling adverts. This incident has sparked a debate about how well current advert rules are working, with critics saying gambling companies are still reaching people they shouldn’t. Ladbrokes’ parent company, Entain, mentioned the advert didn’t break their rules because the app is seen as a home monitoring tool, not a kids’ product. However, reform supporters view this as a sign that rules aren’t strong enough. Advocates like Don Foster and the Coalition to End Gambling Adverts argue that changes are needed now, as gambling adverts are common in everyday digital spaces. Will Prochaska from the coalition pointed out that incidents like this show how gambling companies advertise aggressively, putting at risk groups like parents. Google’s gambling advert policies and compliance measures Google enforces strict rules on gambling adverts, allowing them only in approved areas with responsible gambling messaging and restrictions on targeting minors. Advertisers must obtain certification and follow local laws, or risk ad bans, account suspensions, or reduced reach. Some formats, like Gmail and Shopping adverts, are entirely restricted. However, the Ladbrokes incident highlights ongoing challenges in ensuring these adverts reach only the intended audience. Calls for stricter regulation amid rising concerns A gambling advert appearing on a baby monitor app has led to stronger calls for tighter ad regulations. Critics believe that relying on gambling companies and platforms like Google to regulate themselves isn’t enough to stop these errors. There have been similar incidents before, where gambling adverts supposedly reached new parents through affiliate marketing. Even though gambling companies say they follow advert rules, campaigners argue that loopholes let adverts reach the wrong audiences.

Google’s July 2023 trade mark policy update has made digital advertising more challenging for nonprofits. The new rules allow advertisers to use third-party trade marks in their ads as long as they remain transparent about their services. Whilst the policy aims to promote competition, it has created significant hurdles for charities relying on Google Ads to fundraise and maintain visibility. Overview of policy changes This policy shift has sparked concerns among regulators and industry experts, who argue that Google’s changes disproportionately harm smaller organisations. Nonprofits, often operating with limited resources, struggle to compete in the increasingly aggressive ad auctions. Critics also highlight the broader implications of Google’s market power, suggesting that such policies may deepen inequalities in digital advertising. Google has stated that nonprofits can request the removal of unauthorised ads using their trade marks. However, many charities find it difficult to navigate these processes while managing the surge in competition. Regulators are now scrutinising Google’s practices, raising questions about whether the tech giant’s approach undermines fair competition. Impact on nonprofits As non-profits adapt to this challenging environment, they face an uphill struggle to protect their online presence and sustain donor engagement. The long-term impact of Google’s policy change may reshape the digital advertising landscape, leaving non-profits to bear the brunt of rising costs and diluted visibility. Non-profits like Samaritan’s Purse and St Jude Children’s Research Hospital have reported a surge in competition from smaller search engines such as Info.com and Ask Media Group. These entities bid on keywords related to the non-profits’ names, sometimes using misleading headings that divert potential donors to unrelated sites. As a result, charities are forced to increase their ad budgets to retain visibility, with some spending up to double their usual amounts. Many non-profits in the UK are indeed utilising Google Ad Grants to help offset advertising costs, which provide up to £8,000 per month in free advertising credits. However, some organisations find it necessary to supplement this with additional fundraising efforts to expand their reach beyond what the grant allows. The updated trade mark policy by Google has inadvertently placed non-profits at a disadvantage in the digital advertising landscape. Non-profits are now compelled to adapt quickly to these changes or risk losing critical funding sources.

Efforts to control gambling adverts in sport are bringing challenges and new ideas from those involved. Recent restrictions by regulatory bodies are changing how sponsorships work, especially in Belgian football and Google’s ad policies. These changes aim to lessen the effects of gambling adverts on society whilst keeping sport organisations financially stable. Loopholes in sponsorship regulations Belgium’s new strict rules on gambling sponsorships in football have pushed clubs to think outside the box. The King’s Commissioner for Sport (KSC) put these rules in place to reduce the impact of gambling adverts on fans, especially those at risk of gambling addiction. But Belgian clubs have found ways to work within these rules through indirect partnerships, such as with foundations and supporter groups. These partnerships allow clubs to show off secondary brands or platforms tied to gambling firms, getting around the ban on direct sponsorships. For example, teaming up with news sites that link users to betting platforms has become more common. These tactics give clubs much-needed funds without breaking the rules. As Belgium deals with these challenges, the Premier League is facing similar issues. It plans to ban gambling logos on team shirts in the 2026/27 season but will allow them on sleeves, which might lead to lost revenue. Gambling companies have historically been major sponsors, offering large fees that are hard to replace. Google’s role in gambling advert policies Google Ads has strict rules to ensure that gambling advertising is done responsibly and follows local laws. These rules are meant to protect you, especially minors, and to promote responsible gambling. If companies want to advertise gambling content, they must first get certified by Google Ads. This certification requires them to meet strict criteria like advertising only in certain countries, sharing responsible gambling information, and not targeting people who are under age. There are different rules for different kinds of gambling content. Physical gambling places, like real casinos, can advertise under certain conditions. Online gambling companies can also advertise if they follow the certification and localised rules. Even social casino games—games that simulate gambling but with no real money—can advertise if they meet specific standards.