In its most aggressive enforcement cycle to date, Google has blocked or removed billions of advertisements for violating marketplace regulations.
The technology giant revealed that its safety specialists and automated systems have been working “around the clock” to scrub the platform of non-compliant content, with gambling and gaming ranking as one of the most scrutinized categories.
Gemini AI: The New Frontier in Ad Regulation
Alphabet’s IT division has integrated the Gemini AI engine to identify what it terms “bad ads.” In 2025 alone, Google prohibited or eliminated 8.3 billion advertisements, roughly one for every person on Earth.
Gambling-related content ranked ninth among all banned categories, with 270.7 million ads removed. Furthermore, the sector was the third-largest category for “restricted” ads, with 123.9 million receiving limitations.
The Conflict in Brazil and Beyond
Despite these enforcement efforts, Google remains in the crosshairs of global regulators. Just two days ago, Google Brazil and Apple received formal letters from the Brazilian Ministry of Justice and Public Security (MJSP). The authorities are demanding “clarifications about the availability of illegal betting applications” that have not been granted a license by the Secretariat of Prizes and Bets (SPA).
The MJSP has ordered the tech giants to:
- Provide an updated list of all lottery, betting, and casino apps in their stores.
- Provide detailed explanations of their pre-screening policies.
- Address the use of digital influencers who promote unauthorized products.
Continuous Evolution of Compliance
Google Ireland, the company’s European hub, recently toughened its regulations, informing advertisers that repeated violations would lead to permanent certification revocation. While regulators in the UK and Australia continue to cite the presence of unlawful social media advertising as a major hurdle, Google remains confident in its technological solutions.
As Google’s Sharma recently noted, the transition to AI-driven oversight has:
“Drastically improved our ability to detect and stop bad ads.”
The ongoing “cat-and-mouse” game between Big Tech and offshore gambling operators highlights the immense challenge of regulating a global digital market where rules vary significantly by jurisdiction.
