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Big changes are coming to Google’s gambling and games advertising policy. Starting April 14, stricter rules, new restrictions, and tougher certification requirements will roll out. If you advertise gambling content, now’s the time to prepare—or risk penalties like account suspensions.
What’s Changing?
A Clearer Definition of Gambling Content
Google is taking down what it considers gambling-related content. The new definition is stricter, meaning websites linking directly to online gambling services or promoting gambling activities will now fall under this category.
Affiliate sites and content aggregators they’ll have to stick to pure information or comparison-based content. Anything beyond that? Expect restrictions that could limit your visibility in Google Ads.
Country-Specific Ad Restrictions
No more blanket bans. Instead, Google is rolling out region-specific rules. Some countries will continue banning gambling ads entirely. For example:
- Bulgaria
- China
- Egypt
If you’re advertising in these regions, gambling promotions of any kind are off limits.
Stricter Rules for Social Casino Games
If you’re running social casino game ads, listen up. Google is adding extra certification requirements in certain regions. Here’s what’s new:
- You must get a separate certification to promote social casino products.
- If you advertise both social casino and real-money gambling, you need separate ad accounts.
- Cross-promotion between social casinos and real-money gambling? Completely banned.
Ignore these rules, and you could face immediate enforcement—including permanent account suspension.
New Guidelines for Online Casino and Mahjong Games
Google is drawing a clearer line between online casinos and skill-based gaming. If your game mimics traditional casino experiences—even with virtual currencies or in-game items that have real-world value—you may now fall under gambling regulations.
Another big shift? Mahjong gambling in the Asia-Pacific region. While previously unregulated, Mahjong games involving real-money stakes are now explicitly banned.
Tougher Enforcement, Bigger Penalties
Google isn’t just updating policies; it’s making sure advertisers follow them. If you’re running gambling ads, you must:
- Hold a valid gambling license.
- Notify Google immediately if your license gets revoked, suspended, or terminated.
Mess this up, and you’re looking at account suspensions. And if Google sees repeated violations? Long-term bans are on the table.
Key Enforcement Actions
- Egregious Violations: Are social casino advertisers breaking the rules? Instant and permanent suspension.
- Repeated Infractions: Consistently failing to follow gambling ad policies? Expect severe penalties.
What Advertisers Need to Do Next
- Make sure your gambling-related site aligns with Google’s stricter definitions.
- Get the required certification if you are advertising social casino games.
- Keep social casinos and real-money gambling completely separate.
- Follow country-specific ad restrictions to avoid violations.
With these new policies, Google is tightening the reins. Staying compliant isn’t just important—it’s essential. Follow the rules, and you’ll keep running ads without trouble. Break them? You might not get a second chance.
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