Google is rolling out updates to its Gambling and Games advertising policy, set to take effect on 14 April.

The revised guidelines introduce stricter definitions, country-specific regulations, and expanded certification requirements, affecting advertisers promoting gambling-related content. Here’s a detailed breakdown of the upcoming changes.

One of the most significant changes is how Google defines “gambling” and “gambling-promoting content.” Under the updated rules, any website that provides direct links to online gambling or facilitates gambling services will be classified as promoting gambling.

This clarification targets affiliate and aggregator websites, restricting them to providing only informational or comparative content about licensed gambling services. If these sites extend their reach beyond these functions, they will face policy restrictions.

Google is also introducing more precise country-specific restrictions instead of the previous broad reference to “country restrictions.” The updated policy will explicitly list countries where gambling advertising is banned.

For instance, gambling ads are entirely prohibited in countries such as Bulgaria, China, and Egypt.

The policy also outlines new requirements for social casino games, specifying which regions require separate certification. It further clarifies where advertisements for social casino games can be lawfully displayed, ensuring compliance with region-specific laws.

The updated policy distinguishes between “online non-casino games” and traditional gambling.

This change clarifies how advertisers should approach skill-based games, which are often misclassified under broader gambling policies.

If a skill-based game meets the legal definition of gambling in a particular region, the advertiser must comply with all gambling-related restrictions and secure the necessary approvals.

This distinction helps advertisers understand when they need to obtain Google’s gambling-related certifications.

New guidance on Mahjong and casino games

The policy revision introduces a prohibition on promoting Mahjong activities that involve money in the Asia-Pacific region.

While Mahjong gambling was previously unregulated under Google’s advertising policy, the update formally restricts paid versions of the game.

Additionally, the updated policy broadens the definition of online gambling to include any games typically associated with casinos, even if they operate using virtual currencies or in-game items that hold real-world value.

This change affects games that simulate traditional casino experiences but do not explicitly offer real-money gambling.

Maintaining valid gambling licences and registrations is another area of emphasis in the updated policy. Advertisers must inform Google if their licences are revoked, suspended, or terminated.

Any attempt to serve gambling ads without valid documentation will result in potential account suspension.

While Google’s existing policy already required valid licensing, this update places greater emphasis on ensuring compliance. Advertisers must be proactive in reporting licensing status changes to avoid penalties.

Stronger oversight on social casino games

Social casino games, which simulate gambling but do not offer real-money prizes, received substantial attention in the revised policy.

The new guidelines require social casino advertisers to apply for Google Ads certification and keep separate accounts if they also promote real-money gambling services.

Furthermore, Google strictly prohibits any real-money gambling ads within social casino games or associated websites. Violating this rule could result in immediate enforcement actions.

Google has classified violations of social casino game regulations as “egregious,” meaning they could lead to immediate and permanent account suspension.

This marks a shift in enforcement severity, signalling that Google will take a zero-tolerance approach toward non-compliance in this category.

Additionally, severe or repeated violations in other gambling-related advertising areas may result in similar penalties, reinforcing the need for advertisers to stay within compliance.

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