Google Expands Gambling Ads to 37 Jurisdictions Without Oversight

The expansion encompasses a broad and diverse range of countries, including:

Major economies: UK, Germany, France, the Netherlands, Brazil, Argentina, Mexico, Peru, Turkey, Japan, South Korea, and the Russian Federation.

Additional approved territories: Australia, Austria, Belgium, Canada, Taiwan, the Czech Republic, Denmark, Finland, Greece, Hong Kong, Hungary, Ireland, Israel, Latvia, New Zealand, Norway, the Philippines, Portugal, Romania, Serbia, Slovenia, South Africa, Spain, Sweden, and Switzerland.

Advertisers may now promote the following:

• Online casinos and sportsbooks

• Bingo and slot-machine sites or applications

• Online lottery ticket and scratch-card purchases

• Digital sports betting

• Games employing virtual currencies that hold real-world value

For these 37 new markets, Google will waive the usual certification requirement for advertisers. Campaigns must simply comply with all applicable local laws and industry standards. The United States remains the sole exception, where the existing mandatory certification process continues to apply.

Google has also cautioned publishers that the policy change may lead to a noticeable increase in gambling-related ads. To manage this, publishers can use AdSense blocking settings:

1. Category-level blocking. They can restrict ads by general verticals or by sensitive content groups.
2. Site-level controls. This allows distinct strategies to be applied per property, with independent configuration of advertiser URLs, general categories, and sensitive categories.

However, Google's policy states that overly aggressive blocking may suppress auction competition and reduce revenue. Google therefore advises publishers to start with the least restrictive control settings. Moreover, the Authorised Buyers page in AdSense provides publishers with insights into buyer activity, allowing them to approve or reject specific bidders via bid controls.

In addition, Google reminded the industry that from September 14, 2026, far stricter requirements will take effect within Google Ads. Certification will be mandatory for all categories covered by the Gambling and Games policy, and there will be enhanced scrutiny of both individual accounts and My Client Center (MCC) structures.