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Gambling advertising: Google policy brief

As a general rule, Google only permits gambling advertising provided that it complies with local laws, industry standards, and Google’s policies.



Each advertiser must first be certified by Google . At the same time, targeting certain countries is limited by Google’s rules (for example, it may be prohibited to promote gambling through Gmail ads, etc).

Consider in more detail by country:

  • in Australia, Austria, Belgium, Brazil, Bulgaria, the Czech Republic, Romania, and some other countries, an advertiser can target a local player if he is registered with the supervisor of that country and has provided Google with a valid local license.

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On the Internet you can find information on the list of jurisdictions approved by the British Gambling Commission, the so-called “White list”, which allows to advertise gambling services for a UK user without a local license.

Please note that this information has not been relevant since 2014!
At the moment, to operate in the UK only a local license is required. Licenses are available for betting, bingo, casinos, slot machines, selling gambling software and organizing lotteries (offline & online) - with a separate license class required for each type of activity. Depending on the set of license classes, the size of the annual fee is also determined.
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If you want to target multiple countries, you need to submit a separate application for each of them. Platforms on which it will be possible to show ads after passing the certification procedure - AdWords and AdWords Express, the Google Display Network, YouTube, AdMob.

As of May 2020, Google allows the advertising of licensed operators in the following countries (but subject to some restrictions): Austria, Australia, Belgium, Brazil, Bulgaria, Canada, Colombia, Croatia, Czech Republic, Denmark, Finland, Germany, France, Greece, Hong Kong, Hungary, Ireland, India, Israel, Kenya, Korea, Japan, Lithuania, Mexico, Holland, New Zealand, Nigeria, Norway, Portugal, Romania, Serbia, Slovakia, Sweden, Switzerland, South Africa, Turkey, United Kingdom, United States (in some states).

As you can see, among the list there are no such jurisdictions popular for licensing gambling as Malta, Cyprus. This means that Google Ads does not currently support gambling ads in these countries. Also, Google does not support the universality of the license for Curacao. At the same time, Kenya, Nigeria and Columbia, as well as some American states, have recently been added to the list of accessible locations.

We should also consider advertising social casino games.

There is a more simplified version. Google identifies two groups of countries for targeting.
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Due to differences in legal and technical requirements, a single Google Ads account cannot be configured for countries from both groups.

Advertisers who want to target both groups of countries must create a separate account for each group. At the same time, the advertiser must also have a valid local license in the target countries, where applicable, be the operator (or agency representing the operator) of social games (aggregators and affiliates are not accepted). Advertising, sites or applications of such operators must not use logos, names or tags of gambling for real money.

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