Updates in Google's Gambling & Games Advertising Policy

Google has announced significant updates to its Gambling and Games advertising policy, set to take effect on April 14, 2025.

The new policy introduces a formal definition of gambling, which had previously been absent, tightening regulations on gambling-related advertisements and closing potential loopholes exploited by advertisers.

Defining Gambling Under Google’s New Policy

One of the most notable updates is the introduction of a specific definition of gambling. Under the new rules, gambling is defined as “both gambling as defined by law under the regulatory framework in the country you are targeting with ads, and to anything that functions in the following way: Staking something of value on the outcome of events or processes determined by an element of chance with the opportunity to win something of value.”

This clarification directly addresses advertisers who previously claimed their offerings did not constitute gambling due to legal technicalities. By providing a broad and encompassing definition, Google aims to ensure that all gambling-related content adheres to uniform standards, regardless of legal interpretations in different jurisdictions.

Stricter Regulations on Gambling Content Promotion

The updated policy categorizes gambling-promoting content into two distinct groups: supported and unsupported. Aggregator and affiliate websites that provide informational content or compare various gambling services remain supported under Google’s advertising rules. However, any online platform that directly promotes gambling services is prohibited from offering gambling products themselves or linking to any entity they own.

Additionally, advertisers promoting gambling-related content must ensure compliance with local licensing requirements. Google now mandates that advertisers update their licensing status with the platform proactively. Any failure to maintain an up-to-date gambling license could lead to immediate ad suspension, making it essential for businesses in the industry to stay vigilant. For expert guidance on gambling licenses and compliance, IGC Advisory is available to provide specialized support.

Country-Specific Restrictions and Regional Bans

A major shift in the policy includes specific restrictions based on country and regional laws. Among the most impactful changes is the prohibition of real-money Mahjong gambling advertisements in the Asia-Pacific (APAC) region. Google states, “Google doesn’t allow the promotion of Mahjong involving the exchange of money in the Asia-Pacific region.”

Moreover, the policy introduces new bans on offline gambling promotions in multiple countries, including Bulgaria, China, Estonia, Egypt, Hong Kong, India, Indonesia, Italy, Korea, Lithuania, Malaysia, Morocco, Northern Ireland, the Philippines, Singapore, Taiwan, Thailand, Turkey, Ukraine, the United Arab Emirates, and Vietnam. This aligns Google’s advertising policies more closely with the gambling regulations in these regions.

Implications for Social Casinos and Aggregators

Following a landmark legal ruling in Washington State, which required social casino company High 5 Games to pay $25 million in damages, Google is implementing stringent regulations for social casino advertisements. The new policy explicitly prohibits the promotion of social casino games through affiliate and aggregator networks, stating: “Promotion of content which itself directly promotes engagement in social casino games, such as aggregators or affiliates, is not allowed.”

Furthermore, Google has indicated that violations of this policy will be considered egregious. Advertisers found in violation will face immediate and permanent suspension of their Google Ads accounts without prior warning.

This shift comes amid growing legal scrutiny over the role of major tech companies in facilitating social casino operations. Legal experts argue that platforms processing payments and earning commissions from social casinos effectively act as bookmakers. With litigation against ‘Big Tech’ intensifying, regulatory measures like Google’s new policy could be just the beginning of broader industry reforms.

Navigating the New Landscape

With these sweeping changes, gambling advertisers must take a proactive approach to compliance. Ensuring adherence to Google's revised advertising guidelines, maintaining up-to-date licensing information, and understanding regional restrictions are now more critical than ever.

For businesses and advertisers in the gambling sector seeking expert guidance, IGC Advisory offers tailored solutions for gambling licenses, regulatory compliance, and advertising strategies. As the regulatory environment evolves, having a knowledgeable partner can make all the difference in successfully navigating these complex changes.