Google to tighten requirements for gambling advertisers

New requirements will apply to Google gambling advertisers in Europe, the Middle East, and Africa.

UK. The search giant Google is to introduce new requirements for gambling advertisers in Europe, the Middle East, and Africa. The new rules will apply from March 23, 2026.

New eligibility checks will require users who want to post gambling ads to demonstrate adherence to Google’s “good health policy” before receiving approval. The new requirement, announced by the Dublin-based Ads division, places stronger weight on an advertiser’s track record.

Past compliance, current conduct and stated commitments for the future will all be scrutinised more closely. Advertisers with repeated violations or prior certification revocations could lead to advertisers being denied approval or losing existing certification.

Google is also tightening its requirements for how gambling platforms are hosted and structured. Free hosting services will no longer be acceptable, and operators cannot run their sites as subdomains under third-party providers. To qualify, platforms must demonstrate a direct connection to the licensed gambling industry, while ownership of second-level domains is prohibited.

The move comes amid mounting scrutiny of gambling advertising across Europe. In Italy, where gambling advertising has been banned since 2018, Google and X have faced legal and regulatory action for breaching the prohibition.

Regulators in other European countries have also expressed concerns about the advertising of unlicensed gambling on websites and social media. Speaking at ICE Barcelona this week, British Gambling Commission executive director Tim Miller raised concerns over promotions for “non-Gamstop casinos” online, singling out Facebook owner Meta for particular criticism.

By tightening its requirements, Google aims to block non‑compliant operators and minimise the risk of fines, enforcement action and reputational damage.

https://focusgn.com/google-to-tighten-requirements-for-gambling-advertisers