Google is set to enforce enhanced certification and compliance protocols for gambling advertisers utilizing Google Ads, simultaneously broadening the markets where authorized buyers can feature gambling-related advertisements via Google Ad Manager.

The modified Google Ads Gambling and Games policy will come into effect on September 14, 2026. These updates focus on determining which advertisers can leverage Google Ads, rather than restricting the geographic locations for gambling ads.

Advertisers will need to meet updated certification criteria and uphold what Google refers to as “good policy health” to ensure ongoing approval. The evaluation will include the operator’s licensing status and their compliance track record with platform policies.

Companies with a history of repeated violations or subpar compliance may face denial of certification or revocation of existing approvals. Marketing firms managing multiple advertising accounts will also undergo intensified scrutiny, as repeated infractions across manager accounts may impact their eligibility for certification.

Before these changes are enacted, Google plans to expand the jurisdictions under its Google Ad Manager Authorized Buyers policy starting August 10. As reported by Yugatech, Google has notified its partners that authorized buyers can now promote online gambling and social casino gaming content in more regions.

This expansion will encompass the Philippines, Argentina, Australia, Brazil, Canada, France, Germany, Hong Kong, Japan, South Korea, New Zealand, South Africa, Spain, Sweden, Switzerland, and the United Kingdom. Eligible buyers utilizing the Authorized Buyers program will not be mandated to secure Google certification for end advertisers.

The guidelines will apply to promotions for online casinos, sportsbooks, bingo and slot machine websites or applications, online lottery products, sports wagering, and games involving virtual currencies with real-world value. All advertisements must adhere to relevant local laws, regulations, and industry standards.

Google clarified that the August changes pertain solely to the Google Ad Manager Authorized Buyers policy and do not modify other advertising frameworks, including the Google Ads Gambling and Games policy. As a result, publishers within the newly included jurisdictions may observe an increase in gambling-related display ads, though they retain the option to block specific advertising categories through Google Ad Manager’s brand protection tools.

Taken together, these updates in August and September enhance access to Google’s publisher network while tightening oversight of advertisers’ compliance records. Licensed operators, affiliates, and marketing agencies will gain additional avenues to engage consumers, yet sustained access will increasingly hinge on adherence to advertising regulations and platform stipulations.