Google has released updates to its gambling and gaming ad policy that will go into effect on April 14.

The search engine is introducing stricter country-specific definitions and rules and expanded certification requirements that impact advertisers promoting gambling-related content.

One of the most significant changes is a revision to the definitions of “gambling” and “content promoting gambling.” Under the updated rules, any site that provides direct links to online gambling or facilitates the provision of gambling services will be classified as promoting gambling.

The clarification targets affiliate and aggregator sites, limiting them to providing only informational or comparative content about licensed gambling services. If these sites go beyond these functions, they will face policy restrictions.

Google is also introducing more precise country-specific restrictions, replacing the previous broad reference to “country restrictions.” The updated policy will list specific countries where gambling ads are prohibited. For example, gambling ads are completely banned in Bulgaria, China, and Egypt.

There are new requirements for social casino games, which specify which regions require separate certification. It also clarifies where social casino ads can legally appear, ensuring compliance with regional laws.

The updated policy differentiates between “non-casino online games” and traditional gambling.

The change clarifies how advertisers should approach skill-based games, which are often incorrectly classified under the broader gambling policy.

If a skill-based game meets the legal definition of gambling in a particular region, the advertiser must comply with all gambling-related restrictions and obtain the necessary permits.

This distinction helps advertisers understand when they need to obtain Google’s gambling-related certifications.

The policy revision specifically bans the promotion of mahjong-related activities that involve money in the Asia-Pacific region.

While mahjong games were previously unregulated by Google’s advertising policies, the update formally restricts paid versions of the game. Additionally, the updated policy expands the definition of online gambling to include any games typically associated with casinos, even if they operate using virtual currencies or in-game items of real value.

This change applies to games that simulate a traditional casino experience but do not explicitly offer real-money gambling.

Maintaining valid gambling licenses and registrations is another area emphasized in the updated policy. Advertisers must notify Google if their licenses are revoked, suspended, or terminated.

Any attempt to serve gambling ads without valid documentation will result in a potential account ban.

While Google’s existing policy already required a valid license, this update places an emphasis on ensuring compliance. Advertisers must be proactive in reporting changes to their licensing status to avoid fines.

Social casino games that simulate gambling but do not offer real money prizes are given special attention in the revised policy.

The new rules require social casino advertisers to apply for Google Ads certification and maintain separate accounts if they also promote real money gambling services.

In addition, Google completely prohibits any advertising of real money gambling on social casino games or related websites. Violations of this policy can result in immediate enforcement action.

Google has classified violations of the social casino game rules as “egregious,” meaning they can result in immediate and permanent account suspension.

This marks a change in the severity of enforcement actions, signaling that Google will take a zero-tolerance approach to non-compliance in this category.

In addition, serious or repeated violations in other areas of gambling-related advertising can result in similar fines, reinforcing the need for advertisers to comply.

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