Google is stepping up its efforts to regulate gambling-related advertising with a major policy overhaul set to take effect on April 14. The new guidelines introduce tighter definitions, country-specific bans, and tougher compliance measures that could permanently suspend violators.
Clearer Definitions and Tougher Licensing Rules
Online gambling advertisers will now have to navigate a stricter framework defining what qualifies as gambling content. Any website that directly links to gambling services or facilitates betting in any form will be classified as gambling-promoting content. This includes affiliate and aggregator websites, which will now be limited to providing only informational or comparative content about licensed gambling platforms.
The new policy places a greater emphasis on valid licensing. Advertisers must notify Google immediately if their gambling licenses are revoked, suspended, or terminated. Failure to do so could lead to account suspension, a move aimed at preventing unlicensed operators from exploiting loopholes.
Country-Specific Gambling Ad Bans
Google is moving away from broad regional restrictions and will now explicitly list countries where gambling advertisements are prohibited. Nations such as Bulgaria, China, and Egypt will be on this no-advertising list. This shift provides advertisers with a clearer understanding of where they can legally promote their services and removes ambiguity that previously existed under the “country restrictions” framework.
Expect a more rigid enforcement approach as Google works to ensure that ads don’t slip through in restricted regions.
Social Casino Games Face Tightened Regulations
One of the biggest updates affects social casino games, which often mimic real-money gambling but don’t offer direct cash payouts. These games have operated in a legal gray area, but that’s about to change.
- Social casino game advertisers must now apply for certification from Google.
- Advertisers promoting both social casino games and real-money gambling must maintain separate accounts for each category.
- Real-money gambling ads will no longer be allowed within social casino games or their associated websites.
Violators of these rules will face Google’s “egregious” classification, which means immediate and permanent account suspension with no chance of reinstatement.
Mahjong Gambling Now Banned in Asia-Pacific
Mahjong gambling, a popular activity in many parts of Asia, has now been explicitly prohibited in the Asia-Pacific region. Previously, Google’s policies did not specifically restrict this form of gambling, leaving room for operators to advertise loosely regulated services.
This update signals Google’s intent to crack down on niche gambling markets that may have previously operated in regulatory gray zones.
Virtual Currencies and In-Game Items Now Fall Under Gambling Rules
Casino-style games that use virtual currencies or in-game items with real-world value will now be classified as online gambling under Google’s updated policy. This means that even if a game does not offer direct cash payouts, it can still fall under gambling regulations if players can exchange virtual rewards for real money or other valuable items.
This shift could impact gaming developers who previously skirted gambling regulations by using alternative currencies instead of direct money transactions.
A Zero-Tolerance Approach to Violators
The policy update makes it clear: Google will not tolerate repeat offenders. Severe or repeated violations of the gambling ad policy may result in permanent bans, signaling a zero-tolerance stance on non-compliance.
Companies involved in gambling-related advertising must now:
- Ensure their licensing is up to date and immediately report any changes to Google.
- Obtain proper certification based on the specific gambling category and targeted regions.
- Adhere to country-specific restrictions to avoid ad disapprovals.
- Comply with stricter social casino game rules to prevent penalties.
With these changes, Google is making it clear that gambling advertisers must follow the rules—or risk losing access to one of the world’s largest advertising platforms.
Leave a Reply