Google Ads is introducing new requirements for licensed gambling app operators in Brazil, set to take effect on June 18, 2025. According to the company’s updated Gambling and Games Policy, eligible advertisers will be permitted to promote gambling apps in Brazil, but only under stricter verification and licensing conditions. 

This revised policy requires advertisers to clearly link their app, valid gambling licence, and registered web domain. The move is part of Google’s efforts to ensure transparency and regulatory compliance across all markets with gambling advertising laws.

Eligibility and Certification Requirements

Under the new framework, online gambling operators must possess a valid licence issued by the relevant Brazilian gambling authority to advertise on Google Ads. This licence must be verifiable and linked to the advertiser’s digital presence. 

Also, advertisers for gambling apps will be required to maintain a clearly visible and functioning link on their registered domain. This link must lead directly to the app listing on the Apple App Store or Google Play Store, confirming the app’s official association with the licensed operator. 

Certification remains mandatory for all advertisers in this sector. To receive adequate certification, they must complete the updated application form and provide detailed information about the app. This includes verifying ownership, describing the app’s functionality, and proving the app aligns with the licence and domain.

Compliance and Enforcement

Google has made it clear that only advertisers who meet every condition will be granted certification to run gambling-related ads. Unqualified applications will be denied, and uncertified advertisers prevented from promoting gambling apps through Google Ads in Brazil. 

These changes aim to align Google’s advertising standards with local laws and industry regulations. The company emphasises that its translated Help Centre articles are for reference only and that the English version remains the official policy for enforcement purposes.

Updated Application Form and Advertiser Guidance

The updated application form for gambling and games certification will become available on June 18, 2025. Advertisers are encouraged to review the new guidelines and ensure that their web domains, licences, and app store listings are in full compliance before applying. 

Google’s policy update marks a shift in Brazil’s digital advertising landscape, as the country’s gambling market expands. Reinforcing the link between licences and digital platforms will reduce fraud, enhance user safety, and support lawful operators. Advertisers can find more details on the Google Ads Help Centre and consult with legal professionals on questions about local licensing requirements.