Google tightens up gambling advertising policy effective April 2025
Google will enforce stricter policies that will impact thousands of gambling advertisers beginning on April 14, 2025.
The search giant released updated guidelines on February 10, 2025. The new policy details how gambling operators should promote games and collect data on its platforms.
It will change how millions of gaming and gambling users view and interact with ads online.
This year has seen a lot of changes from one of the biggest companies in the world, with other revisions including altered AI principles.
In the update, the company stated: “We support responsible gambling advertising and require that advertisers abide by local gambling laws and industry standards.
“The below policy covers online gambling, offline gambling, and online gambling-promoting content.
“Each section of this policy sets out what we allow within each category.”
How are gambling ads changing?The policy now specifies which countries are approved for gambling-related advertising, which includes 55 countries in total, counting the United States.
The search browser’s upcoming rule changes will require that both online gambling and social casino promotional sites register with Google to gain certification.
Affiliates and aggregators can continue to promote legal online gambling sites under the new guidelines. However, they are now required to “provide information about, or a comparison of, gambling services.”
Google also states that aggregators and affiliates are prohibited from promoting social casino games. The policy defines these games as “online simulated gambling-style games where there is no opportunity to win something of value.”
Under Google’s future gambling ad terms, only “legal” forms of physical, real-world gambling activity or venues will be allowed to advertise. A small but key change, where previously all cases were allowed.
The software company also states that a select few countries, such as Bulgaria, China, and Singapore, will not be allowed to promote offline gambling.
The proposed rules also detail penalties. In the case of an ad report, it can be disapproved by Google, or an account can be suspended after multiple violations.
The update reads: “To ensure a safe and positive experience for users, Google requires that advertisers comply with all applicable laws and regulations in addition to the Google Ads policies.
“When we find content that violates these requirements, we may block it from appearing, and in cases of repeated or egregious violations, you may no longer be able to advertise with Google.
In other news, Google introduces NotebookLM Plus premium features to its platform.
Featured image: Deepanker Verma / Pexel
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