Updated policies will require stronger compliance records, stricter domain ownership, and greater accountability for operator and agency accounts across global gambling markets.
Google has announced a significant update to its Gambling and Games Advertising Policy, introducing a new set of certification requirements that will come into force on 23 March 2026. The changes are aimed at strengthening compliance, improving transparency, and ensuring that only legitimate and well-regulated operators are able to promote gambling-related content across Google’s advertising ecosystem.
Under the revised framework, advertisers seeking gambling certification will be required to demonstrate what Google describes as “good policy health.” This means that only accounts with a consistent history of complying with Google Ads rules will be eligible for approval. Operators or affiliates that have previously had their gambling certifications revoked, or that have accumulated repeated policy violations, may now be denied certification altogether. The move reflects Google’s intention to limit access to its platforms for businesses that pose regulatory or consumer-protection risks.
The update also introduces tighter technical and structural requirements. Gambling advertisers must now own and control the second-level domain they promote, eliminating the use of free hosting platforms, subdomains, or third-party web properties. Google has stated that certification will only be granted to entities that have a direct and verifiable connection to the gambling services being advertised, reducing the scope for intermediaries or loosely affiliated marketing networks to operate without clear accountability.
Another major development is the extension of enforcement to Manager Accounts (MCCs). Agencies or umbrella accounts that oversee multiple gambling advertisers will be subject to scrutiny if a pattern of non-compliance emerges across their portfolios. Where a manager account is linked to a high number of revoked certifications or repeated violations, Google may restrict its ability to apply for new approvals or even withdraw existing permissions. This is expected to have a substantial impact on large affiliate networks and digital marketing agencies operating in regulated betting and gaming markets.
The policy update builds on a broader tightening of gambling advertising rules introduced by Google over the past year, including stricter controls on offline gambling promotions and country-specific restrictions in markets such as Nigeria. By raising the bar for certification and reinforcing accountability at both operator and agency levels, Google is positioning itself as a more active gatekeeper in the global iGaming advertising landscape.
For licensed operators, the new framework underscores the importance of robust compliance systems, transparent corporate structures, and clean advertising records. For regulators, it signals growing alignment between platform governance and national gambling laws. As the March 2026 implementation date approaches, stakeholders across the industry will need to review their digital strategies to ensure they meet Google’s evolving standards and avoid disruptions to their marketing activities.
