Google has announced a significant update to its Gambling & Games advertising policy. It introduces stricter definitions, country-specific restrictions, as well as expanded compliance requirements for advertisers. On April 14, the revised policy will take effect.
The updated rules clarify what constitutes gambling-related content. They also tighten licensing requirements and improve enforcement measures to prevent violations.
Under the new policy, any website linking directly to online gambling or facilitating gambling services will be classified as gambling-promoting content. Google will restrict affiliate and aggregator websites to providing only informational or comparative content about licensed gambling services.
Google will also explicitly list countries where gambling ads are banned like Bulgaria, China, and Egypt. This replaces its recent broad country restrictions framework.
The policy introduces new certification requirements for social casino game advertisers. They must now apply for certification and maintain separate accounts if they also promote real-money gambling.
Furthermore, Google will strictly restrict real-money gambling ads within social casino games or their associated websites. Leading to immediate and permanent account suspension, violators will face egregious classification.
Updated rules of Google also place a formal ban on Mahjong gambling in the Asia-Pacific region. Google did not explicitly restrict this activity until recently.
The policy will broaden the definition of online gambling. It will now include casino-style games that use virtual currencies or in-game items with real-world value. This is even if they do not offer direct cash payouts.
The new policy requires advertisers to notify Google immediately if authorities revoke, suspend, or terminate their gambling licenses. It places greater emphasis on valid licensing. Attempts to serve gambling ads without valid documentation could result in account suspension.
Google signaled a zero-tolerance approach to non-compliance. It warned that severe or repeated violations of the gambling ad policy may result in a permanent ban.
Companies promoting gambling-related content must ensure their licensing is up to date and report any changes to Google. They must obtain the necessary certifications based on the gambling category and targeted regions. Additionally, they need to review country-specific restrictions to avoid ad disapprovals and comply with stricter rules on social casino games to prevent penalties.
