On 22 January, Google’s help centre published a notice tightening Google Ads rules and requirements for gambling advertising. As part of the update, accounts will need to demonstrate their “trustworthiness” to gain access to ad placements, while Manager Accounts (MCCs) will be held responsible for policy breaches by the accounts they manage. The changes take effect on 23 March 2026; in the meantime, advertisers can review the updates and adjust accordingly.
Account “trustworthiness”
Google’s update states that all accounts wishing to advertise in any gambling category must demonstrate “good policy health” – in other words, a proven track record of compliance. In practice, this means that Google’s decision to grant or maintain certification will depend not only on documentation and jurisdiction, but also on the account’s compliance discipline and history of violations.
Google will also scrutinise how the account currently runs its campaigns and how consistently it meets the stated requirements; repeated violations or previously revoked certifications will increase the likelihood of rejection or the withdrawal of an existing certificate.
This is not the first time Google has tightened advertising rules in the sector. In December 2025, the company banned US aggregators and affiliates from advertising horse-racing betting, limiting that option to licensed operators only. The new update, therefore, fits Google’s broader policy of strengthening oversight of iGaming advertising.
New conditions for Manager Accounts (MCCs)
Under the update, the risk of losing certification is particularly high for Manager Accounts (Client Centre accounts). Because they scale buying across multiple domains, any series of violations in one of the managed accounts can result in the certificate being withdrawn for the entire group. Moreover, a Manager Account may lose the ability to apply for approval of a new certificate.
Google has shown a similar approach in Europe: in November 2024, it restricted unlicensed gambling operators from advertising in Germany. As a result, access to Google Ads effectively became a market-discipline lever, with illegal operators’ ads disappearing from search results.
Updated domain requirements
Google also highlights stricter domain requirements. Google Ads certification will not be available if a site:
- is hosted on a free platform;
- uses a subdomain where the root domain belongs to a third-party hosting platform;
- is not associated with the gambling industry;
- uses a second-level domain that is not owned and operated by the advertiser.
As a result, domain ownership and control over the underlying infrastructure become mandatory eligibility criteria for access to advertising tools.
How the update aligns with Google Ads’ baseline policy
In its gambling advertising rules, Google directly ties ad serving to certification and country-specific requirements: advertisers must comply with category rules and the conditions of the relevant jurisdiction, and the absence of valid certification can restrict or block ad delivery. The 22 January 2026 update adds further filters to this baseline, intended to regulate gambling advertising more strictly.
This article was first published in Russian on 26 January 2026.
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