Google Removes Gambling Ad Certification for 37 Markets

In a mandatory service update issued to AdSense publishers, Google announced significant changes to its programmatic advertising policies, including the removal of the gambling certification step. Beginning August 10, 2026, Authorized Buyers will be able to promote online gambling and social casino gaming across an expanded list of 37 national markets. Crucially, Google is removing the gambling certification step previously required for end advertisers promoting this content through the Authorized Buyers platform.

While the update streamlines access on the programmatic side, Google clarified that this change applies specifically to Authorized Buyers policy and does not alter the stricter requirements under the main Google Ads Gambling and Games policy, where pre-certification remains mandatory.

Scope of Content and Expanded Geographic Reach

The policy update covers a broad range of real-money gambling creatives, including online casinos, sportsbooks, bingo, slot apps, digital lotteries, scratch cards, and games utilizing virtual currencies with real-world value. Previously, Authorized Buyers primarily permitted online gambling ads on Open and Private Auctions in select U.S. states (subject to certification) or required specialized deal setups in other regions.

Starting in August 2026, the updated framework will extend to 37 international markets, subject to local legal compliance. The list of approved jurisdictions includes key gaming hubs across Latin America, Europe, Asia-Pacific, and beyond:

Americas: Argentina, Brazil, Canada, Mexico, Peru.

Europe: Austria, Belgium, Czechia, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Latvia, Netherlands, Norway, Portugal, Romania, Russian Federation, Serbia, Slovenia, Spain, Sweden, Switzerland, Turkey, United Kingdom.

Asia-Pacific & Others: Australia, Hong Kong, Israel, Japan, Korea, New Zealand, Philippines, South Africa, Taiwan.

Social Casino Rules, Strict Compliance, and Publisher Controls

The update also covers social casino gaming—simulated gambling-style games without real-money prizes. While social casinos carry distinct technical and disclosure requirements (such as explicit age disclaimers, proper licensing where applicable, strict prohibitions against targeting minors, and mandated URL tags), the overall compliance baseline for all gambling content remains severe. Violations can lead to immediate account suspensions, particularly for social casino breaches, which Google treats as egregious.

For publishers monetizing inventory via AdSense, Google Ad Manager, or AdMob, this policy shift means an expected increase in programmatic gambling demand across their sites in these 37 markets. Because the entry verification layer is moving toward reliance on local laws and industry standards rather than Google-administered pre-certificates, the practical control over ad exposure now shifts heavily to publishers. Those wishing to limit or exclude gambling content can manage their exposure using AdSense category blocking, site-level controls, or buyer-specific restrictions.