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.
