Starting March 23, 2026, Google will implement stricter standards for gambling advertisers across Europe, the Middle East, and Africa (EMEA), aiming to weed out non-compliant operators and questionable affiliates.
The tech giant’s Dublin-based Ads division confirmed that new applicants must pass a “good health policy” check. This vetting process will weigh an advertiser’s past compliance and future intentions more heavily than before. Repeated violations could now lead to permanent certification revocations.
Cracking Down on Hosting
In a significant technical shift, Google is also overhauling hosting requirements. Free hosting services and subdomains on third-party providers will no longer be permitted for gambling ads. To qualify, sites must demonstrate a clear link to the licensed industry and own their second-level domains.
Regulatory Pressure Mounting
The move comes as European regulators ramp up pressure on platforms to police their content. Illegal gambling ads remain a flashpoint; just this week at ICE Barcelona, the UK Gambling Commission (UKGC) called out other tech platforms for failing to act. “The commission shouldn’t have to do Meta’s job for it,” said Tim Miller, the UKGC’s executive director, highlighting the frustration regulators feel towards platforms that allow black market ads to slip through.
By tightening these structural policies in EMEA, Google aims to distance itself from the illegal market and reduce the risk of regulatory fines across the fragmented European landscape.
