Google Expands Gambling Advertising to 16 Markets

United States.- 24 July 2026 www.zonadeazar.com Google will expand the availability of gambling advertising through Google Ad Manager across 16 markets, including Argentina, Brazil, Spain and the United Kingdom.

The company will also introduce stricter certification and compliance requirements for advertisers using Google Ads, with particular attention paid to licensing status and each operator’s record of policy violations.

News Details

From 10 August 2026, authorised buyers using Google Ad Manager will be permitted to promote online gambling and social casino content in the Philippines, Argentina, Australia, Brazil, Canada, France, Germany, Hong Kong, Japan, South Korea, New Zealand, South Africa, Spain, Sweden, Switzerland and the United Kingdom.

The policy covers advertising for online casinos, sportsbooks, bingo, slot websites and applications, online lottery products, sports betting and games involving virtual currencies with real-world value.

Buyers serving advertising through the Authorized Buyers programme will no longer need to obtain Google certification for each end advertiser. Campaigns must nevertheless comply with all applicable local laws, regulations and industry standards.

Industry Context

The change applies exclusively to the Google Ad Manager Authorized Buyers policy and does not alter Google’s wider Gambling and Games advertising framework.

Publishers operating in the newly added markets may receive a greater volume of gambling-related display advertising, although they will retain the ability to block specific categories through Google Ad Manager’s brand-protection tools.

Separately, an update to the Google Ads Gambling and Games policy will take effect on 14 September 2026. The revised rules concern which advertisers may use Google Ads rather than the countries in which gambling advertisements may be displayed.

Next Steps or Impact

To obtain or retain certification, advertisers will have to demonstrate that they hold the required licences and maintain a satisfactory record of compliance with Google’s policies.

Operators with repeated violations or poor compliance histories may be refused certification or have existing approvals withdrawn. Agencies managing multiple advertising accounts will also face increased scrutiny, as repeated breaches across manager accounts may affect their eligibility.

The changes will create additional commercial opportunities for licensed operators, affiliates and marketing agencies across Google’s publisher network, while making continued advertising access increasingly dependent on regulatory compliance and adherence to platform rules.

Edited by: @_fonta