Google Amends Gambling Policy: New 2026 Certification Rules

Google Ads has recently introduced significant changes to its Gambling and Games policy, with new certification standards that are mandatory for all advertisers interested in promoting gambling-related content. These updates are crucial for account managers and advertisers operating within the gambling and gaming sectors, as they dictate stricter compliance requirements. As of March 23, 2026, any advertising account intending to engage with these sectors will need to align with enhanced policy standards.

Eligibility and Restrictions for Advertising

The updated policy places a strong emphasis on eligibility criteria for certification. From now on, only those accounts that can verifiably demonstrate adherence to the new standards will be eligible to advertise in the gambling space. Account Managers under multi-client centers (MCCs) hold a significant stake in these updates. If their accounts have previously faced the removal of gaming certificates or if they have violated gambling regulations despite holding a certificate, they are expressly prohibited from seeking new online gambling certifications. Moreover, any existing certifications they possess have been rescinded due to non-compliance.

Domain and Platform Compliance for Certification

Critical to Google's revised policy are specific domain-related stipulations. Previously, some domains received certification but were found non-compliant under the stricter criteria now in place. Certifications are denied to sites hosted on free platforms or subdomains managed by third-party entities when such platforms lack a direct focus on gambling. Furthermore, domains that are not directly owned or managed by the advertiser cannot secure certification, underscoring the importance of demonstrating direct control and relation to gambling activities. These requirements are outlined within the certified qualifications section of the Gambling and Games policy, underlining the heightened scrutiny advertisers now face.

Source: Google Ads Gambling Policy Changes: New Eligibility Rules You Can't Miss.