Policy Updates for Programmatic and Direct Networks
Google is expanding the geographic markets where authorized buyers can serve online gambling and social casino advertisements through its programmatic network starting August 10, while simultaneously enforcing stricter certification standards for direct advertisers using Google Ads from September 14.
Programmatic Market Expansion and Scope
Under the update communicated to AdSense publishers via a mandatory service email on July 20, authorized buyers will be permitted to promote online gambling and social casino gaming content across 37 specified territories. These regions include Argentina, Australia, Austria, Belgium, Brazil, Canada, Czechia, Denmark, Finland, France, Germany, Greece, Hong Kong, Hungary, Ireland, Israel, Japan, South Korea, Latvia, Mexico, the Netherlands, New Zealand, Norway, Peru, the Philippines, Portugal, Romania, the Russian Federation, Serbia, Slovenia, South Africa, Spain, Sweden, Switzerland, Taiwan, Turkey, and the United Kingdom.
All advertising served via this expanded policy must comply with relevant local laws, regulations, and industry standards. The policy encompasses online casinos, sportsbooks, bingo and slot websites and applications, online lottery products, sports betting, and games involving virtual currencies or in-game items holding real-world value. While publishers in these markets may experience an increase in gambling-related display advertising, they retain tools via the Ad Review Center to block individual advertisers, restrict specific authorized buyers, or filter sensitive categories.
Google Ads Certification Overhaul
A separate policy shift takes effect on September 14, targeting the Google Ads Gambling and Games policy. Rather than altering permitted geographic jurisdictions, this update alters advertiser eligibility requirements. Advertisers must meet expanded certification criteria and demonstrate consistent policy health, with Google factoring in both formal licensing status and historical compliance records. Operators exhibiting repeated violations face denied certifications or withdrawn approvals, and marketing agencies managing multiple accounts are subject to scrutiny where infractions across manager accounts can compromise eligibility.
