Google will allow sports betting and Daily Fantasy Sports promotions on the Google TV Masthead in the United Kingdom and Brazil starting November 13, 2025, expanding access to a highly prominent connected-TV placement. The change, outlined in a policy update, specifies that the United Kingdom rollout excludes Northern Ireland and requires adherence to the Gambling and games policy.
The Google TV Masthead appears in the first slot of the feature carousel on the home screen, giving licensed operators a top-of-funnel reach that had been limited in some markets. The move follows an April 30, 2025 expansion that enabled similar ads on Google TV in the United States.
Google TV Masthead rules in the UK and Brazil
The update permits sports betting, including Daily Fantasy Sports, to run in the Google TV Masthead so long as advertisers meet all country-specific legal obligations and Google certification. It also opens a compliant route for PPC gambling in this premium placement.
In Great Britain, operators must be licensed and include responsible-gambling messaging; in Brazil, authorization under national regulations is required. Geo-targeting must reflect the United Kingdom exclusion of Northern Ireland.
Placement rules and technical standards still apply. Creative assets must pass quality checks and comply with all Google Ads policies in addition to masthead requirements. Because the Masthead is the first impression a viewer sees, the inventory is positioned for brand awareness rather than direct response.
Actions for UK and Brazil advertisers
Advertisers should verify eligibility and complete certification before submitting creative. A clear match between licensed brand, landing page, and targeting is essential, as is age-appropriate delivery and avoidance of minors. For the United Kingdom, campaigns should explicitly exclude Northern Ireland to respect the geographic limitation.
Marketers planning campaigns around November 13, 2025 can incorporate this channel into broader connected-TV plans. Integrating this strategy within the larger Google Ads gambling ecosystem may enhance reach while maintaining regulatory compliance.
Linking flighting to major sports calendars may maximize awareness, while tracking lift with brand studies can quantify impact. The combination of prominent placement and stricter compliance controls suggests incremental reach for regulated operators without loosening safeguarding standards.
