Google Tightens Gambling Advertising Rules Across Europe, Africa, and the Middle East

Google has revealed plans to introduce more rigorous standards for gambling advertisers operating across Europe, Africa, and the Middle East, significantly raising the bar for companies seeking access to its advertising platforms.

The policy shift was announced by Google’s Dublin-based advertising unit and centers on expanded verification and eligibility requirements for businesses in the gambling sector.

The updated framework is set to take effect on March 23, 2026. From that date forward, all gambling advertisers in the affected regions will be required to fully comply with the newly established criteria in order to continue running ads. Central to the changes is a tougher authorization process, under which companies must demonstrate adherence to Google’s so-called “good health policy” before being granted approval to advertise.

Once the rules are in force, Google will conduct deeper and more comprehensive reviews of advertisers, examining not only their current operations but also their past compliance records and stated commitments going forward. Companies with a history of repeated policy breaches or those that have previously lost their certification risk having their applications rejected or their existing approvals revoked.

In addition to stricter eligibility checks, Google has introduced more demanding technical requirements related to website infrastructure. Gambling operators will no longer be permitted to rely on free hosting services, nor will they be allowed to operate via subdomains hosted on third-party platforms. Advertisers will need to prove a direct and legitimate connection to a licensed gambling operation, while ownership of second-level domains will also be prohibited under the new rules.

According to the company, the move reflects the growing regulatory pressure surrounding gambling advertising, particularly in several European jurisdictions. By tightening its policies, Google aims to reduce legal exposure and safeguard its corporate reputation, ensuring that non-compliant operators are prevented from using its advertising ecosystem.

The backdrop to this decision includes stricter national regulations, such as in Italy, where gambling advertising has been banned outright since 2018. During the years following the ban, both Google and the X platform have been the subject of legal action for allegedly breaching Italian advertising restrictions.

Regulatory concerns have also been voiced publicly by industry officials. Speaking at ICE Barcelona, Tim Miller, chief executive of the British Gambling Commission, warned about the marketing of “unregistered casinos in… Gamstop” online, and specifically took aim at “Meta, the owner of Facebook,” for its role in hosting such promotions.

At this stage, it remains unclear how gambling advertisers will respond to Google’s tightened standards or whether the policy changes could trigger legal challenges against the company.

What is certain is that the new requirements mark a significant escalation in Google’s oversight of gambling advertising across some of its largest and most heavily regulated markets.

By fLEXI tEAM