Google expands gambling ads to more markets: Report
Google will expand where authorised buyers can serve online gambling and social casino gaming advertisements through Google Ad Manager from 10 August, adding several jurisdictions as the company simultaneously prepares stricter compliance requirements for gambling advertisers using Google Ads.
According to a report by Yugatech, Google has notified Google Ad Manager partners that it is expanding the list of geographies where authorised buyers can promote online gambling and social casino gaming content. Under the update, eligible buyers will no longer need Google certification for end advertisers when serving this content through the Authorised Buyers programme.
The expanded rollout includes the Philippines alongside markets such as Argentina, Australia, Brazil, Canada, France, Germany, Hong Kong, Japan, South Korea, New Zealand, South Africa, Spain, Sweden, Switzerland and the United Kingdom. The policy covers advertisements for online casinos, sportsbooks, bingo and slot machine sites or apps, online lottery products, sports betting and games using virtual currencies with real-world value, provided they comply with local laws, regulations and industry standards.
Google said the change applies only to the Google Ad Manager Authorised Buyers policy and does not affect other advertising frameworks, including the Google Ads Gambling and Games policy. Publishers in the newly added markets may therefore see more gambling-related display advertisements after the policy takes effect, while retaining the ability to block specific ad categories using Google Ad Manager’s brand protection tools.
Google tightens advertiser requirements
The expansion follows Google’s announcement of broader changes to its Google Ads gambling advertising rules, which take effect on 14 September 2026.
Unlike the Ad Manager update, the September changes focus on who can advertise through Google Ads rather than where gambling advertisements may appear. Under the revised policy, advertisers must meet expanded certification requirements and maintain what Google describes as “good policy health” to retain approval.
The tech giant said it will assess not only licensing but also advertisers’ compliance history. It said that operators with repeated policy violations or poor compliance records may be denied certification or have existing approvals revoked. Marketing agencies managing multiple advertising accounts will also face greater scrutiny, with repeated policy breaches across manager accounts potentially affecting certification eligibility.
Expansion paired with tighter oversight
Together, the August and September policy updates show Google pursuing a dual strategy for gambling advertising.
For licensed operators, affiliates and marketing agencies, the changes broaden opportunities to reach consumers through Google’s publisher network while increasing the importance of maintaining strong compliance records. Certification is evolving from one-time approval into an ongoing requirement tied to responsible advertising practices and platform compliance.
The updates also mirror wider regulatory trends across the gambling industry, where governments and technology platforms are placing greater emphasis on accountability, responsible marketing, and consumer protection. As more regulated markets become accessible through Google Ad Manager, advertisers seeking long-term access to Google’s advertising ecosystem will face closer scrutiny over their operational standards and compliance history.
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