Google has announced updates to its "Gambling and Games" advertising policy, effective 14th April 2025. These revisions include changes to region-specific rules, refined definitions of gambling categories, and a focus on responsible gambling.

The policy aims to strengthen responsible gambling advertising. It mandates adherence to local regulations and valid certifications for gambling advertisers. Those promoting online gambling, related content and social casino games must target only permitted regions, provide responsible gambling information, and avoid marketing to minors.

The policy details permitted and restricted gambling ads. Online gambling ads, covering online casinos, sports betting, and lotteries, remain allowed only in certified regions. Gambling-related content, such as affiliate sites, must follow local rules and avoid links to unlicensed services. Offline gambling ads, like those for physical casinos and tournaments, remain subject to region-specific rules. Social casino game promotions require certification and disclaimers clarifying that no real money gambling is involved. Aggregators and affiliates can still promote legal online gambling sites if they offer information or comparisons of gambling services and register with Google.

Meeting Google's certification requirements is vital. Non-compliance can lead to ad disapprovals, account suspensions, or permanent bans. Google has indicated that repeated violations or false certifications may result in permanent platform bans.

The updated policy includes a formal definition of gambling, which was previously omitted. From April, Google will define gambling as quoting “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 addresses advertisers using legal loopholes.

The policy also includes region-specific gambling restrictions. Real-money Mahjong gambling promotion in APAC is prohibited. Previously, Google lacked region-specific offline gambling restrictions. The new rules prohibit offline gambling promotion in several countries, aligning with local laws.

Google clarifies skill-based games, differentiating them from gambling and requiring licensed games to apply for certification. Advertisers must update Google on gambling license status changes or face immediate ad suspension.

This updated Google policy creates substantial challenges for gambling businesses. Increased scrutiny of advertising, stricter certification needs and limits on certain gambling promotion, especially social casino games, require review and potential changes to marketing. Companies must ensure ad content meets Google's rules and local laws. Non-compliance can lead to ad disapprovals, account suspensions and permanent bans from Google Ads, impacting customer acquisition and revenue. The emphasis on responsible gambling requires demonstrably genuine player protection, potentially changing internal processes.

This is where ​Chevron Group can provide invaluable assistance. We can help your business adapt to these new regulatory changes. Our services include reviewing and updating ads for compliance with Google's policy and local laws, assisting with certification, creating responsible gambling programs, and conducting risk assessments to identify and address compliance issues. By working with us you can proactively meet these challenges, reduce penalty risks, and maintain a positive reputation. Contact Chevron Group’s experts Thees Buschmann (thees@chevron.group), Nikolas Lotz (nikolas@chevron.group) and Kurt Laferla (kurt@chevron.group) today and follow us on LinkedIn for more industry related news.

Quelle: Chevron Consultants