Google's New Gambling Ad Policy Hits Affiliates & Operators
Google is rolling out major changes to its gambling advertising policy, set to take effect in April 2025. The update introduces stricter country restrictions, tighter licensing requirements, and expanded compliance rules that will directly impact both gambling operators and affiliates.
The most significant shift includes a clearer classification of gambling-related content and a requirement that advertisers have an approved landing page with responsible gambling information. Google will also enforce tougher country-specific ad bans, explicitly prohibiting gambling promotions in regions like Bulgaria, China, and Egypt.
Tighter Rules for Gambling Affiliates
Affiliates promoting online gambling will need to register with Google as gambling advertisers to remain compliant. They will only be allowed to promote legal gambling services if they strictly provide informational content or comparisons between different operators. Any affiliate sites that go beyond these limitations risk facing restrictions or removal from Google’s ad ecosystem.
The policy also requires affiliates to ensure that all operators they promote hold active licenses in the jurisdictions they are advertising in. Any failure to comply with these licensing requirements could lead to penalties, including ad suspensions or account bans.
Social Casino Advertising Gets Banned
Google has taken a firm stance against social casino game promotions. Unlike real-money gambling, social casino games involve simulated gambling activities where players cannot win actual prizes. Google has made it clear that any violation of this rule will lead to immediate account suspensions without prior warning.
The company stated in its policy update:
“We take violations of this category very seriously and consider them egregious. If we find violations of this social casino games policy, we will suspend your Google Ads accounts upon detection and without prior warning, and you will not be allowed to advertise with us again.”
This decision follows increased scrutiny of social casino games, particularly regarding their resemblance to real-money gambling. However, Google will still allow ads for games that use virtual currency with real-world value, as long as they meet certification requirements.
Enforcement and Compliance Measures
In addition to stricter gambling ad regulations, Google will require operators and affiliates to maintain up-to-date licensing credentials. If an operator’s gambling license is suspended or revoked, they must notify Google immediately.
The policy also singles out new regional restrictions in the Asia-Pacific market, including tighter control over Mahjong and casino-style games involving real-money transactions.
Impact on the Gambling Industry and Search Visibility
These changes come as part of a broader trend in Google’s evolving ad policies. The search giant has been working to crack down on AI-generated and low-quality content, significantly affecting affiliate websites that rely on search traffic.
During a recent earnings call, Catena Media CEO Manuel Stan highlighted how Google’s adjustments to its search algorithm have already impacted affiliate revenue in recent months. This shift is expected to continue as the platform enforces stricter compliance across gambling-related content.
With the April 2025 deadline approaching, gambling operators and affiliates will need to ensure that their campaigns align with Google’s updated regulations. Certification, licensing transparency, and compliance with responsible gambling guidelines will be crucial for maintaining advertising access on the platform.
Source: Google overhauls gambling ads policy, tightening restrictions and enhancing compliance, World Casino Directory, February 11, 2025.