The Internet is free, but certain content in specific geographies is restricted to maintain high-quality, brand-safe advertising. This allows users to have a good browsing experience and also ensures that the content upholds advertiser trust.
Google keeps updating its policy to ensure safety and provide better definitions for advertisers. Google recently updated the Gambling Publisher Policy under Content Restrictions.
What Is Online Gambling Content?
Online gambling content involves online or real money or items wagered in exchange for winning prizes or more money. Some examples include online casinos, sports betting sites, lottery ticket or scratch card purchases, and websites promoting or linking to gambling platforms.
Content that links to online gambling or facilitates gambling services will be classified as gambling-promoting.The new Online Gambling Publishers Policy allows online gambling content in 18 countries.
The Online Gambling Publisher Policy is updated
Starting March 14, 2025, Google will update Google Publisher Restriction for Online Gambling. Moving forward, online gambling content will only be shown to users located in these 18 countries: Australia, Brazil, Canada, Colombia, France, Germany, Greece, Ireland, Italy, Japan, Mexico, Netherlands, Philippines, South Korea, Spain, Turkey, United Kingdom, and the United States. Online gambling restrictions will continue to apply to other locations.
The updated policy specifically bans promoting Mahjong games that involve money in the Asia-Pacific region.
Before this update, Real Money Gambling sites and apps were only monetized by Google Ads and not via Reservations, AB, and DV360. After the update, Real Money Gambling sites and apps will now see Google Ads demand come through for content shown in the updated 18 countries.
What You Should Know
- If you are already monetizing your gambling inventory, nothing changes. Online gambling publishers in allow-listed countries get a new revenue channel through Google Ads.
- If a skill-based game is considered gambling in a specific region, the advertiser must follow the gambling restrictions. Approvals need to be take as well.
- Violating policies could result in immediate and permanent account suspensions.
- Advertisers need to apply for certification from Google to run certain gambling-related ads.
- Are you a Google partner who hasn’t monetized your gambling inventory? If wish to do so, you can reach out to your Account Manager to tap into this opportunity.
