Google Expands Gambling Ads Certification Rules
The updated requirements apply across Google's Gambling and games policy from 14 September, with account compliance history playing a greater role in certification.
Google has expanded its gambling advertising certification requirements, with updated eligibility standards taking effect across all categories covered by its Gambling and games policy from 14 September.
The changes extend requirements introduced earlier this year across the full policy and increase the importance of an advertiser's previous compliance record. The history of manager accounts associated with gambling advertisers will also be considered when determining eligibility.
The rules apply beyond gambling operators, with Google's policy also covering gambling-related promotional content such as affiliate and comparison websites where this form of advertising is permitted.
Manager Account History Could Affect Certification
Accounts applying for gambling certification must demonstrate what Google describes as good policy health, with the assessment extending to the manager account, or MCC, associated with the advertiser.
Manager accounts linked to repeated online gambling certificate revocations could become ineligible to apply for new certificates. Similar action may be taken when accounts managed through the same MCC repeatedly breach Google's gambling advertising policies while operating with certification.
Existing certifications can also potentially be revoked, meaning agencies and other businesses managing multiple gambling advertisers could face consequences extending beyond an individual client account.
The approach places greater importance on compliance across an entire account structure, rather than treating every gambling certification application entirely independently.
Google Tightens Requirements For Gambling Affiliates
The wider rollout follows a separate update affecting gambling aggregators and affiliate websites, which came into effect on 26 August.
Under those standards, affiliate sites that do not require their own gambling licence can direct users only towards operators that are licensed and authorised in the country being targeted by the advertisement.
Google also requires qualifying websites to display a prominent footer notice explaining that gambling links on the site lead exclusively to locally licensed and authorised operators.
The requirement means affiliates cannot use a certified domain as a general gateway towards gambling operators that fall outside the licensing requirements of the market targeted by their advertising.
Gambling Certification Remains Market-Specific
Google will continue to assess gambling advertising certification on a country-by-country basis. Advertisers must submit separate applications for individual markets, while material changes to information provided during an application may require a business to obtain certification again.
The latest changes therefore increase the compliance considerations facing operators, affiliates and agencies using Google Ads to promote gambling-related services.
From 14 September, businesses will need to consider both the regulatory status of operators promoted through their websites and the wider compliance history of the advertising accounts and manager accounts used to run campaigns.
