Google has expanded its gambling and games advertising certification requirements across every category covered by its policy, making account compliance history a condition for businesses seeking approval to run ads. The changes took effect on September 14, 2026, after Google announced the wider rollout in June.
The updated approach extends measures first introduced in March, when advertisers in selected gambling markets had to show a “strong record of compliance before becoming eligible for certification”. Google has now applied that requirement across the full Gambling and Games Policy.
The company states: “Starting September 14, 2026, all gambling and games advertisers must demonstrate good policy health.”
The changes also reaffirm website ownership rules that already formed part of the certification process. Businesses must directly own and control the domain they submit in an application. Google considers websites hosted on free-of-charge subdomains ineligible. It will also reject unrelated standalone domains submitted for gambling advertising certification.
Certification Now Depends on Account Compliance
Google has placed additional restrictions on Manager Accounts, or MCCs, which agencies and other third parties use to manage multiple advertising accounts. The new requirements connect certification eligibility to the compliance history of accounts operating under those management structures.
Google states:
“Manager Accounts (MCCs) with repeated online gambling certificate revocations, or accounts under MCC management that are repeatedly flagged for gambling violations while using a certificate, will forfeit eligibility to apply for any new online gambling certificates and may have existing certifications revoked.”
Repeated certificate losses or recurring gambling-policy violations can therefore affect future applications linked to the same management structure. Google may also withdraw existing certifications associated with an MCC that falls under the rule.
Advertisers must account for the compliance record attached to the advertising structure they use when applying for certification. The company has also reiterated that “the English-language version of the policy remains the official text” for enforcement purposes.
Google’s own policy notice confirms that the expanded certification system applies to all accounts seeking to advertise in any gambling and games category. It also repeats the requirement that the business must directly own and control the domain used in the application.
Croatia Advertising Ban Starts on October 7
A separate Google Ads change will affect gambling advertising aimed at audiences in Croatia from October 7, 2026. Google has updated its country-specific policy for Croatia and plans to end certification for online gambling promotional content targeting the country.
The company’s notice states:
“On October 7, 2026, Google Ads will update the country-specific information for Croatia in the Gambling and Gaming policy.
“Under the updated policy, all promotion of content related to online gambling and targeting Croatia will be prohibited effective October 7, 2026. All existing certifications for advertisers of content promoting online gambling will be revoked, and applications for these certifications will no longer be accepted.”
The change will remove existing certifications for advertisers promoting online gambling content to Croatian audiences and close the certification process to new applicants. Affiliate websites and media businesses that use paid Google advertising to direct users toward gambling operators are among the businesses expected to feel the effect of the policy.
Google has said its Croatia-specific advertising decision was made independently of gambling advertising restrictions introduced in the country during 2026.
Advertising Oversight Remains Under Scrutiny
The broader certification update arrives during continued examination of Google’s role in gambling advertising across Europe. In July, the Court of Justice of the European Union ruled that Google could not automatically rely on intermediary liability protections in a case concerning gambling videos uploaded to YouTube by commercial partners.
The dispute involved a €750,000 fine imposed by Italy’s AGCOM over online gambling videos that breached the country’s Dignity Decree, which prohibits gambling advertising and sponsorship across Italian media. Authorities in several other European markets have also raised questions over Google’s advertising responsibilities.
Google says it has strengthened its safeguards and points to enforcement figures from its 2025 Ads Safety Report. According to those figures, the company blocked or removed approximately 270.7 million gambling and gaming advertisements during the year. It restricted a further 123.9 million.
The latest certification requirements give Google a broader basis for assessing gambling advertisers before approving campaigns. Compliance history can now affect eligibility across the policy’s categories, and the company has tied certification more closely to direct domain ownership. Croatia will face a separate prohibition on online gambling promotions through Google Ads from October 7.
Source:
Google sets unbreakable rules for all gambling advertisers, sbcnews.co.uk, September 15, 2026
