Google Tightens iGaming Advertising Rules in EMEA

On January 22, Google announced an update to its gambling advertising policy for the EMEA region (Europe, the Middle East, and Africa).

New Requirements for iGaming Advertising

The updated rules will take effect on March 23, 2026 and will apply to all accounts applying for certification to advertise gambling-related content.

When reviewing applications, Google will apply stricter checks on account history, current activity, and compliance with advertising policies.

Advertiser Certification

Review of History and Violations

In cases of repeated violations or if a certification was previously revoked, Google may deny a new certification or revoke an existing one.

All gambling categories will require confirmation of a positive account standing under Google’s advertising policies.

Restrictions for MCC Accounts

MCC accounts with a significant number of revoked gambling certificates across managed accounts will lose the ability to apply for new certifications.

Existing permissions to advertise gambling content will also be revoked.

Domain Requirements

Certification Eligibility Conditions

Certification will not be available for websites hosted on free platforms or using subdomains of third-party services.

Domains that are not owned by the advertiser or are not related to gambling activities are also prohibited.

Google Ads Policy Update

The “Certification” section of the Gambling and Games policy will be updated when the new requirements take effect.

All listed conditions already apply during the application process and will be further emphasized in March 2026.