Google AdSense Expands Gambling Ads to Over 35 Countries

Brazil.- 23 July 2026 www.zonadeazar.com Google will update its gambling and betting policy for AdSense authorised buyers. From 10 August, programmatic advertising for online casinos, sports betting and other gaming products may be distributed across more than 35 countries, including Brazil.

The change will affect advertising inventory managed through Google AdSense, Google Ad Manager and AdMob, and could increase the presence of gambling-related campaigns across websites and applications in eligible markets.

Once the policy takes effect, authorised buyers will be able to promote online gambling and social casino products without each end advertiser obtaining individual Google certification in the newly included territories.

Google Ads Rules Remain Unchanged

The update will apply exclusively to authorised buyers, including demand-side platforms and third-party advertising networks that purchase inventory within Google’s ecosystem.

Advertisers running campaigns directly through Google Ads will still need to complete Google’s formal certification process for each targeted country.

Authorised buyers will also be required to comply with the laws, regulations and industry standards applicable within every market where their campaigns are distributed.

Online Casinos, Sports Betting and Lotteries

The new policy will cover advertisements for online casinos, sportsbooks, bingo, slot games, digital lotteries, online scratch cards and games using virtual currencies with real monetary value.

In the Americas, the expansion will include Argentina, Brazil, Canada, Mexico and Peru, alongside certain US states where online gambling is permitted.

Markets across Europe, Asia-Pacific and Africa will also be added, including Germany, Spain, France, the United Kingdom, Australia, South Africa, Japan and New Zealand.

Potential Impact on Publisher Revenue

The arrival of additional advertisers in programmatic auctions could increase competition for inventory and improve effective cost per thousand impressions —eCPM— and available advertising-space fill rates.

However, publishers operating websites aimed at minors, educational platforms or media outlets with restrictive brand-safety policies may prevent this type of advertising from appearing.

Publishers will be able to block the “Gambling and Betting” category through AdSense’s brand-safety controls. They may also review and block individual advertisers or URLs through the Ad Review Centre.

Google will publish the complete text of the updated policy on 10 August 2026, when the changes are scheduled to take effect.

Edited by: @_fonta