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Gambling and gambling-promoting content
We support responsible gambling advertising and require that advertisers abide by local gambling laws and industry standards. Check local regulations for the areas you want to target.
The below policy covers online gambling, offline gambling and online gambling-promoting content. Each section of this policy sets out what we allow within each category. We only allow advertising of gambling and gambling-promoting content where the criteria set out in the relevant sections below are met. Gambling and online gambling-promoting content ads and destinations must also:
- only target approved countries,
- have a landing page that displays information about responsible gambling and
- never target minors.
What is gambling?
The term "gambling" and related terms have legal definitions which differ from country to country. Where we refer to gambling (and related terms) in this policy, we are referring both to gambling as defined by law under the regulatory framework in the country you are targeting with ads, and to anything that functions in the following way:
- Staking something of value on the outcome of events or processes determined by an element of chance with the opportunity to win something of value
What is gambling-promoting content?
Gambling-promoting content means:
- content which directly promotes engagement in gambling activities and/or
- gambling promoting content which requires authorization under local law.
Online gambling and online gambling-promoting content
We only allow advertising of online gambling and online gambling-promoting content in the countries listed below and where the country-specific certification criteria are met. Learn how to apply for certification. Online gambling of any type not listed under "Online gambling" for a particular country is not eligible for certification and may not be advertised. Where online gambling-promoting content is not listed for a particular country, it may not be advertised there.
Below we set out what we do and do not allow in these categories.
The following is allowed:
Promotion of online gambling
Examples: Online casinos or bookmakers, online bingo or slots sites or apps, online lottery ticket or online scratch card purchase, online sports betting, online gambling games played with virtual currencies or items that have real-world value.
- Aggregator or affiliate sites that provide information about, or a comparison of, other gambling services
Destinations featuring online-gambling promoting content must not offer gambling services themselves or link to gambling services they own. Additionally, they cannot promote any gambling activities that don't comply with the country-specific requirements set out below for online gambling in the country they are targeting. This means that any promoted products must have the listed authorization or licenses in that country.
The following is not allowed:
Promotion of online gambling promoting content other than aggregator or affiliate sites that provide information about, or a comparison of, other gambling services is not allowed
Advertisers must maintain any license, authorization, registration or similar required under this policy for as long as the advertiser remains certified by us and must notify us immediately if any of the above expire or is suspended or terminated. Serving gambling ads without a valid certification may result in your account being prohibited from running ads until you apply for and receive certification.
Country-specific requirements
Country-specific requirements
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operator must be a licensed operator registered with the Instituto de Supervis?o de Jogos. See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operator must be province-run or province-licensed entities. See how to apply. |
| Online gambling-promoting content | See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operator must be a licensed operator registered with an appropriate Australian State or Territory and have a valid license. See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operators of sports betting must be licensed by a state government in at least one State of Austria and have a valid sports betting permit number. Operators of online bingo, online casino games and gambling-reated lotteries must be licensed by the Austrian Ministry of Finance. See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operator of online bingo, sports betting, or online casino games must be licensed by the Belgian gambling authority. Operator of lotteries can only be the Belgian National Lottery. See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operators must be licensed by the Brazilian gambling authorities. For apps: A prominent and functioning link to the app's listing on the App Store or Play Store is required on the operator's officially registered domain. See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operator of lotteries must be government-run entities or be licensed by Canadian federal authorities. Operator of sports betting, online casinos and fantasy sports must be licensed by the relevant province and target only that province. See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operator must be registered with the Colijuegos and have a valid license. See how to apply. |
| Online gambling-promoting content |
Operator must be registered with the Colijuegos and have a valid license. See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operator of lotteries and bingo can only be the Croatian Lottery LLC. Operator of gambling and betting must be licensed by the Croatian gambling authorities. See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operator must be licensed by the Czech gambling authorities. See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operator must be licensed by the Danish Gambling Authority in order to advertise:
See how to apply. Operator must be a licensed state operator to advertise the following:
|
| Online gambling-promoting content | See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operators must be state-approved entities with an activity license and respective operating permit. See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operators of the following products must be authorised state-run entities :
Operators of the following products must be licensed by National Lottery Administration and must provide additional confirmation from the NLA on the current status of the license:
|
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operator must be a state licensed entity. See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operator must:
|
|
Online gambling-promoting content |
See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling
|
The operator or broker must be in possession of a valid gambling operator or broker license issued by the competent German authority allowing for online advertisement via Google Ads. Customers that are not operators or brokers (such as advertising agencies or execution companies for lotteries) must be authorized by the holder of such a license to advertise, and accept the Advertising Gambling Terms and Conditions, on their behalf. When applying for certification, customers must provide a letter that is signed by the license holder and documents such authorization. The destination must make available an imprint in accordance with local legal requirements.
|
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operators of public lotteries must be authorized state-run entities. Operators of private lotteries and Resellers of National Lotto coupons must be licensed by the National Lottery Authority. Operators of sports betting or online casinos must be licensed by the Gaming Commission of Ghana and provide an additional authorization to advertise. See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operators and advertising agencies must be appropriately authorized by the Greek authorities. See how to apply. |
| Online gambling-promoting content |
Operators and advertising agencies must be appropriately authorized by the Greek authorities. See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operator must be a state-licensed entity. See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operators of online betting must be registered with the appropriate Hungarian Gambling Authority. Operator of online casinos may be organized only by the entity that has the concession right to run casinos in Hungary as bricks and mortar premises. Operator of a lottery must be the authorized state-run entity. See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Ads must solely focus on promoting Rummy and not any other form of online gambling. See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operator must be registered as a bookmaker with the Revenue Commissioners and have a valid license number: See how to apply. |
| Online gambling-promoting content | See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operator must be a state licensed entity See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operator must be a state run entity See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operators of gambling-related lotteries and sports betting must be state licensed See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operators must be licensed by the Betting Control & Licensing Board and provide an additional authorisation to advertise. See how to apply. |
| Online gambling-promoting content |
Entities must provide a letter of no objection from the Betting Control & Licensing Board. See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operator must be state-run or state-licensed entities. See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operator must be a state-run entity See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operator must be a state-approved entity See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operator of the relevant landing page must be registered with the Secretaria de Gobernacion and have a valid license number, or that the relevant landing page must be operated by Pronósticos para la Asistencia Pública and a copy of a valid agreement that evidences its character as agency (comisionista) or promotional partner (socio promocional) must be provided. Advertisers or operators must publish a warning on their landing page and also in their ads indicating that gambling isn't for minors (such as "prohibido para menores") and including messages that invite people to play responsibly (such as "juega responsablemente"). See how to apply. |
| Online gambling-promoting content | See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operator must be licensed by the Mozambican Gaming General Inspectorate. See how to apply. |
| Online gambling-promoting content |
Operator must be licensed by the Mozambican Gaming General Inspectorate. See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operator must be licensed by the Dutch Gambling Authority (‘de Kansspelautoriteit’). See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling
|
Operator must be a state licensed entity. See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Google permits ads for online gambling content that is licensed by the appropriate state gambling authority in an eligible state. Current eligible state(s): Lagos See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
UK State-owned or government-licensed lotteries are allowed. See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operator must be a state licensed entity. See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operator must be licensed by the government’s gaming commission. See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operator must be licensed by the government’s gaming commission. See how to apply. |
| Online gambling-promoting content | See how to apply. |
| Products allowed | Country specific certification requirement |
|---|---|
|
Online gambling:
|
Operator must be a state licensed or state run entity. See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operators of lotteries and numeric games must be state-owned. Operators of betting sites must be licensed by the Ministry of Finance. See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operator must be licensed by the relevant Portuguese authorities. See how to apply. |
| Online gambling-promoting content | See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
The organization and exploitation of remote/online gambling activities in Romania are allowed only for the operators who hold a license for organizing gambling activities and an exploitation authorization, both issued by the Romanian National Office for Gambling (the “ONJN”), which is the competent authority in this respect. The organizing and exploitation of lotteries (both traditional and remote/online) in Romania can be carried out exclusively by the National Company "Romanian Lottery" (COMPANIA NATIONALA LOTERIA ROMANA SA). See how to apply. |
| Online gambling-promoting content |
Aggregators are required to hold a Class 2 gambling license issued by the ONJN. See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operators of betting, slots and casino games, must be registered with the appropriate authority and submit valid licensing. Operators of classic games must be state-run entities: See how to apply. |
| Online gambling-promoting content. | See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operator must be licensed by the Slovakian gambling authority. See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operator must hold a concession from the Government of the Republic of Slovenia. See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Lottery operators must be licensed/authorized by the National Lotteries Commission. Sports betting operators must be licensed by an appropriate Provincial regulator. See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operator must be registered with the Spanish gambling authority. See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operator must be a Spelinspektionen licensed operator. See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operator of online casino games must be licensed by the Swiss Federal Gaming Board. Operator of lotteries and sports betting must be licensed by the Swiss Gambling Supervisory Authority. See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operator must be a state approved entity. See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operator must be licensed by the Gaming Board of Tanzania and provide an additional authorization to advertise. See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operator must be a state-run entity. See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operator must be a state licensed entity. See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operator must be licensed by the Ugandan gambling authority. Operator must display a message on the landing page warning that ‘Betting is addictive and can be psychologically harmful’. See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Operators and advertising agencies must be appropriately authorized by the Ukraine authorities. For each category of gambling a separate license is required. See how to apply. |
| Online gambling-promoting content |
Operators and advertising agencies must be appropriately authorized by the Ukrainian authorities. See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gaming:
|
Operator must be a GCGRA licensed entity. See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operators of online bingo, sports betting, online casino games and lotteries must be registered with the Gambling Commission and have a valid operating license number. Operators of raffles and free draws or prize draws must be registered with the UK Fundraising Regulator or the Scottish Charity Register. See how to apply. |
| Online gambling-promoting content | See how to apply. |
| Products allowed | Country-specific certification requirement |
|---|---|
|
Online gambling:
|
Operators of lotteries must be state-run entities. Advertisers of horse racing, sports betting and online casinos must be licensed by the state entity in certain states where legal. Advertisers of lottery courier services must be licensed in at least one state and can only target certain states where such services are not prohibited by law. Google allows national targeting for ads promoting sports betting on YouTube. Advertisers must (1) not target users under 21 or users outside of the state(s) where they are licensed, and (2) include a warning against the dangers of addictive and compulsive gambling and related assistance information on the landing page or in the creative See how to apply. |
| Online gambling-promoting content | Advertisers of online gambling-promoting content can only target specific U.S. states, as outlined in the certification form. See how to apply. |
Offline gambling
Examples: "brick and mortar casinos”, entertainment events at casinos, streaming of offline poker tournaments
Online non-casino games
Country-specific requirements
Examples: Crane games, chess or video games, fantasy sports (unless local law considers this gambling or unlawful), pay-to-enter multi-player games with a prize of value where the winner is determined by skill.
Examples: Fantasy sports where local law considers this gambling.
| Country | Daily Fantasy Sport certification requirement |
|---|---|
| United States |
Daily Fantasy Sports advertisers must meet the following requirements, in addition to holding a state license where required:
If advertisers are targeting their ads in a state that does not require a license, the advertisers must be licensed in at least one other state that does require a license to operate. See how to apply here. |
| India |
The ad must exclusively promote Daily Fantasy Sports and no other form of gambling. The ad cannot be targeted to the following states: Andhra Pradesh, Assam, Nagaland, Odisha, Sikkim, and Telangana. See how to apply here. |
| Brazil |
The ad must exclusively promote Daily Fantasy Sports and no other form of gambling. Ads promoting Daily Fantasy Sports content are allowed as long as they meet application requirements. See how to apply here. |
| Nigeria |
Current eligible state(s): Lagos Ads promoting Daily Fantasy Sports content are allowed as long as they meet application requirements. See how to apply here. |
Social casino games
We only allow advertising of social casino games in the countries listed below, where the requirements listed below are met and where the advertiser holds a Google Ads certification for Social casino games. An account may be certified for either social casino games or online gambling content. In order to advertise both, you will need separate accounts. Learn how to apply for certification.
Social casino games are online simulated gambling-style games where there is no opportunity to win something of value.
In order to receive and retain Google Ads certification, you must comply with the requirements below:
- Games must include a disclaimer that they are only intended for users over legal gambling age and must not target minors.
- The advertiser must hold a valid local license for distribution of their games in the targeted country, where applicable.
- Games must include statements that they aren’t offering or promoting real money gambling and are not providing prizes of real-world value.
- The advertiser must disclose on the landing page or ad if a game includes in app purchases.
- Ads, sites, or apps must not use logos, names, or marks associated with real-money gambling brands
Learn how to apply for certification.
Promotion of social casino games is only allowed in the following countries when the above requirements are met:
Australia, Austria, Brazil, Bulgaria, Canada, Colombia, Czech Republic, Denmark, Finland, France, Germany, Greece, Hong Kong, Hungary, India, Ireland, Israel, Japan, Korea, Latvia, Lithuania, Malaysia, Mexico, Mozambique, Netherlands, New Zealand, Nigeria, Norway, Peru, Portugal, Romania, Serbia, Slovakia, South Africa, Spain, Sweden, Switzerland, Taiwan, Thailand, United Kingdom, United States, Vietnam
We take violations of this category very seriously and consider them egregious. If we find violations of this Social casino games policy, we will suspend your Google Ads accounts upon detection and without prior warning, and you will not be allowed to advertise with us again.
Apply for certification to promote gambling
- Refer to the policy and country-specific requirements and confirm that you meet those requirements.
- Apply for certification:
- If you are an operator or offering gambling-promoting content in one of the countries where we permit online gambling content, fill out the online gambling application form in the Google Ads Help Center. To help prevent unnecessary delays, be sure to provide all of the requested information.
- If you are a Social Casino Game operator in one of the countries where we permit social casino gaming content, please fill out the Social casino games application to submit your website URL or app ID for certification.
- If you want to target more than one country, submit a separate application form for each country
Effect of the policy
If your ad is eligible and meets the requirements of the policy, serving may be affected by the following factors.
| Certification |
|---|
 Advertisers need to apply for certification from Google in order to run certain types of gambling-related ads. |
| Country |
|---|
Refer to the requirements above to learn where certain kinds of gambling ads can and cannot run.
|
| Ad Formats |
|---|
Acceptable ad formats can vary depending on factors such as the platform you're using, the status of your ad, and whether a publisher or partner has opted to show such ads. Ad formats that cannot promote gambling (non-exhaustive):
|
How to fix a violation
Here's more detail about each violation and what you can do if your ad is disapproved.
Gambling ad targets a restricted country
If you meet the requirements:
- Apply to be certified by Google. If you haven't already, send us your official gambling licensing information. You need to complete the application form for every country that you'd like to target. If your application is approved, request a review of your disapproved ads so they can start running.
- Target your certified location. If you are properly licensed and have already been certified by Google, edit your location targeting to target only the countries for which you submitted in your certification request. If you'd like to target a new location, you need to apply again specifically for that country. Once you're targeting only countries where you've been certified by Google, request a review of your disapproved ads so they can start running.
If you don't meet the requirements:
- Target a different location. If your ad meets the basic policy requirements but not those for the countries that your campaign targets, you can choose to edit your location targeting to run your ads somewhere else where they do meet our requirements. Once you target your campaign only to acceptable locations, you can request a review of your disapproved ads, and we'll check if they can start running.
- Ensure that your ads comply with our policies. Edit the ad or asset so that it complies with the policy or change your final URL to point to another part of your website or app that doesn’t violate our policies.
Gambling certificate required
- Apply to be certified by Google. If you haven't already, send us your official gambling licensing information -- see how to apply. You need to complete the application form for every country that you'd like to target. If your application is approved, request a review of your disapproved ads so they can start running.
- Target your certified location. If you are properly licensed and have already been certified by Google, edit your location targeting to target only the countries for which you submitted in your certification request. If you'd like to target a new location, you need to apply again specifically for that country. Once you're targeting only countries where you've been certified by Google, request a review of your disapproved ads so they can start running.
If you don't meet the requirements:
- Target a different location. If your ad meets the basic policy requirements but not those for the countries that your campaign targets, you can choose to edit your location targeting to run your ads somewhere else where they do meet our requirements. Once you target your campaign only to acceptable locations, you can request a review of your disapproved ads, and we'll check if they can start running.
- Change your ad's landing page. If your ad leads to content that violates this policy, edit the landing page to make it comply or change your final URL to point to another part of your website or app that doesn't violate this policy.
- Remove that content from your ad. If your ad violates this policy, edit it to make it comply.
URL does not match gambling certificate
How to fix disapprovals due to “URL does not match gambling certificate”:
- Apply to have another website certified by Google. If you want to promote a different website than the one you originally applied for, submit another application -- see how to apply. You need to complete the application form for every country that you'd like to target. If your application is approved, request a review of your disapproved ads so they can start running.
- Use the approved website for your ad. Edit your ad's URL to match the one you submitted in your certification application
Options to fix ad violations
- In your Google Ads account, click the Campaigns icon
.
- Click the Campaigns drop down in the section menu.
- Click Ads.
- Hover over the ad or asset and click Edit.
- Edit the ad or asset so that it complies with the policy.
- Click Save.
Once you edit and save your ad, it gets sent to us for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and landing page, we can review your ad to start running. If you've made changes to fix certain kinds of violations, you might be able to resubmit your entire campaign for review.
Steps to resubmit your campaign for review
- In your Google Ads account, click the Campaigns icon
- Click the Campaigns drop down in the section menu.
- Click Ads.
- In the “Status” column, hover over the white speech bubble
next to "Disapproved."
- Click Resubmit my campaign for review. Remember that this link will appear only if your ad was disapproved for certain violations.
- Follow the on-screen instructions to resubmit the eligible disapproved ads in your campaign.
If you aren't able to fix these violations or choose not to, remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.
What can I do about policy violations?
- If you suspect that an ad is violating our policies, you can Report an ad.
- Ad or asset disapproval: Ads and assets that don't follow this policy may be disapproved. A disapproved ad won't run until the policy violation is fixed and the ad is eligible.
- Account suspension: An account may be suspended if you have several violations or an egregious violation. Submitting false information as part of your application or relying on certification under this policy to advertise products not permitted by it will result in suspension. If this happens, all ads in the suspended account will stop running, and we may no longer accept advertising from you. Any related accounts may also be permanently suspended and your new accounts may be automatically suspended at setup. Learn more about suspended accounts.
To ensure a safe and positive experience for users, Google requires that advertisers comply with all applicable laws and regulations in addition to the Google Ads policies. It's important to familiarize yourself with and keep up to date on these requirements for the places where your business operates, as well as any other places your ads are showing. When we find content that violates these requirements, we may block it from appearing, and in cases of repeated or egregious violations, you may no longer be able to advertise with Google.
Need help?
If you have questions about our policies, let us know: Contact Google Ads Support
You can limit the ads you see about certain topics that you might find uncomfortable. Learn more about how to Limit ads about sensitive topics on Google.