Google is preparing to tighten its gambling advertising rules, with new certification requirements due to take effect from March 23, 2026. The updated policy will focus on whether advertisers control and own their domains and whether they can show a reliable record of compliance with Google’s gambling ad regulations. The changes were outlined in a policy update published on January 22.
Google to Tighten Gambling Ad Certification Rules from March 23, 2026: Key Insights
- Google will update its Gambling and Games policy from March 23, 2026, introducing stricter certification requirements for gambling advertisers. The changes focus on tighter eligibility checks and stronger enforcement for non-compliant accounts.
- Under the updated rules, sites hosted on free platforms or third-party subdomains will not receive a Google Ads certification. Additionally, advertisers must own the second-level domain. Google will also reject applications from websites that have “no real association with gambling”.
- Google is also placing greater weight on an advertiser’s compliance history, including repeat violations and prior certification revocations. The move comes in the wake of large platforms facing growing scrutiny over illegal gambling promotions and misleading ads across digital channels.
Policy Health and Compliance History to Play a Larger Role
According to an update from Google regarding its Gambling and Games Policy, published on Thursday, January 22, the company is introducing stricter policies. Starting March 23, Google will not grant certification to sites hosted on free servers or using a subdomain whose root domain is primarily a third party, such as WordPress.com or Wixsite.com.
Furthermore, those applying for certification must own the main section of a website’s address, known as the second-level domain, which is “Google” in www.Google.com. Additionally, websites that have “no real association with gambling” will not be granted a certificate for promoting gambling services.
Google’s latest announcement came in the wake of the tech giant’s update to its advertising policies to align with stricter gambling regulations globally. Earlier this month, Google restricted campaigns promoting rummy and fantasy sports in India, in line with local laws.
Amid widespread political and public concern regarding the proliferation of remote gaming ads, Google’s stricter advertisement policies will soon apply to other regions globally. The Google Ads team at Google Ireland Ltd. has reiterated that advertising policies will get stricter starting from March 23, 2026.
The Dublin-based division of Google is responsible for running Google Ads across Europe, the Middle East and Africa (EMEA). As Google focuses on eligibility requirements, prospective gambling advertisers must “demonstrate good health policy” starting in March to secure a gambling certification.
The policy change factors in an advertiser’s history, current actions and future intentions. Google will place additional emphasis on an advertiser’s historical and current compliance with its gambling ad policies. Advertisers “that face repeated gambling certification revocations or violations” could either have their certification application rejected or an existing one revoked.
Pressure Builds on Tech Giants for Running Illicit Gambling Ads
Google’s latest ad update aims to ensure that licensed gambling companies can promote their platforms, effectively reducing the chance of scams and misleading ads gaining visibility across its digital channels. The move comes as companies like Google and Meta continue to face increasing scrutiny over the proliferation of ads promoting unlicensed gambling operators.
Earlier this week, UK Gambling Commission Chief Executive Tim Miller accused the latter of being happy to “turn a blind eye” to advertisements for operators working outside of the UK’s gambling self-exclusion programme, GamStop. Speaking at ICE Barcelona, he said:
Companies like Meta will tell you that they don’t tolerate the advertising of illegal sites and will remove them if they are notified about them. But that approach suggests that they don’t know about those ads unless alerted. That is simply false. I would be very surprised if Meta, as one of the world’s largest tech companies, is incapable of proactively using their own keyword facility to prevent the advertising of illegal gambling.
While Google’s move to crack down on unregulated operators may restrict the flow of illicit gambling ads, a simple Google search for non-GamStop casinos returns a long list of affiliate sites guiding consumers to such platforms. This demonstrates the mammoth task awaiting Google in the fight against unlawful gambling promotions.
As Europe’s broader regulatory environment remains complex, with gambling regulations varying across individual markets, regulators struggle to identify and block violators. While Google has yet to reveal the reasons for the shift, the tighter controls aim to reduce exposure to gambling, safeguard consumer interests, and align with global advertising policies.