Google’s rules and requirements around gambling advertising will become stricter later this year, amid widespread political and public concern about the extent of industry marketing.
The Google Ads team from Google Ireland Ltd, the American multinational tech giant’s European branch, confirmed that advertising policies will tighten up from 23 March 2026 onwards. The Dublin-based division of Google is responsible for running Google Ads across Europe, the Middle East and Africa (EMEA).
Eligibility requirements are the main focus for Google, with prospective gambling advertisers required to ‘demonstrate good health policy’ from March onwards if they want to secure a gambling certification.
The change in policy is essentially factoring in an advertiser’s history, as well as its current actions and future intentions.
