Google Tightens Gambling Ad Rules as Repeat Violators Face Certification Ban

Google has updated its Gambling and Games Policy to tighten oversight of gambling advertisers by expanding certification requirements. 

From 14 September, Manager Accounts with repeated policy violations will be unable to apply for new certifications and may also lose existing approvals. 

The changes will make it harder for operators repeatedly breaching Google’s rules to promote gambling services online.

Industry pressure grows over illegal gambling advertising 

Licensed operators and regulators have urged major technology companies to strengthen enforcement, while some critics argue Meta remains one of the biggest offenders. 

Speaking to NEXT.io at ICE, Entain chief customer care officer and general counsel Simon Zinger, who recently resigned, called for regulators to hold technology companies accountable.

“I think we need to ask them the question. I think to ask them the question, you need to hold them to account,” said Zinger. “Lawmakers and regulators have to start enforcing against the social media companies.”

He also highlighted that the Australian Government was able to enforce age gating for social media, and in the UK similar steps were taken against pornography websites. “So, there is a way to do things if there’s a will, right?”

Existing advertising standards continue with new certification measures

Google’s existing gambling advertising rules require advertisers to use domains they directly own and control, while gambling ads cannot be hosted on free subdomains.

The update follows reports last month about AI generated “Bellingham Bet” advertisements on Instagram that featured fake BBC articles and were linked to a Premier League club sponsor.

Google is tightening its regulations on advertising due to muultiple complaints from licensed operators and regualtors. This measure will prevent repeat offenders from being able to run promtions across their channels. It was triggered by an AI-generated ad linked to fake BBC articles and an EPL sponsor.