Google has announced an update to its gambling and games policy, with operators and affiliate brands set to be impacted by revised advertising regulations. According to Google, new regulations will apply to all platforms associated with online casino, non-casino and social casino products.
News comes by way of a statement from the technology firm, where the company outlined plans to overhaul existing rules for online gambling advertising from August 26, 2026.
As the world's best-known search engine prepares to roll out this significant amendment, BonusFinder explores what it means for those within the iGaming industry.
Gambling operators to prove licensing per targeted region
The most notable change applies to advertising requirements. From August 26, gambling operators must obtain certification using revised forms in order to market gambling content within each applicable jurisdiction.
Moreover, operators will be required to submit an application with supporting evidence showcasing a valid license to operate within each region that brand is targeting.
One core stipulation is this: if the relationship between an advertiser and the gambling operator is "unclear", the former must submit a form describing the connection between both entities.
Affiliate advertisers barred from marketing unlicensed brands
Similar, stringent rules apply to affiliate businesses carrying 'gambling-promoting' content. Also beginning on August 26, affiliate companies will only be permitted to advertise licensed gambling operators that are legal within the specific region that the affiliate brand is targeting.
To verify that all advertised content is legal within each jurisdiction, Google is enforcing an all-new rule: affiliates must add a 'prominent statement' in the site footer confirming that all outbound links exclusively direct toward licensed brands.
Operators tied to strict on-site and app compliance
In addition to new regulations for online marketing material, operators - or 'destination sites' - must publish several transparent licensing and information resources:
- License information: Companies must explicitly show the registered business name and license numbers.
- Age warnings: A clear notification associated with local gambling age limits.
- Terms and conditions: Outright rules covering usage of the platform.
- Addiction resources: So players have accessible help if needed.
The footer must also comprise the licensee name and license number, as well as a privacy policy designating the data controller.
Further, any gambling platform offering a mobile app for iOS or Android devices will now be required to prominently demonstrate a connection between the website and downloadable software.
In practice, this means operators should take two actions:
- Clearly link to the Google Play or Apple App Store product.
- Provide a link back to the relevant website within the app listing.
Platforms must recertify or face suspension
Online gambling and social casino operators can fill out their respective Google application forms from August 26. Two distinct documents apply to operators within both industries, and applicants must submit forms for each region in which they seek to target or serve an audience.
Google also reaffirmed that operators are forbidden from presenting 'mixed certification' applications; those targeting online gambling and social casino products must submit separate forms.
And, whereas Google formerly requested that operators adhere to existing policy, it now states that failure to recertify after 'any material change' to information provided in the original application may result in account suspension for the operator.
