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.
