Google adds MIMP approval requirement for Peru lottery ads

Google Ads will update its Gambling and games policy for Peru to allow online lottery advertisements from entities that hold a favorable technical opinion from the Ministry of Women and Vulnerable Populations (MIMP).

The change is scheduled to take effect on July 8, 2026, expanding the range of gambling products that can be promoted through Google Ads in the country.  

Advertisers will continue to require Google certification before running gambling-related campaigns.

Under the revised policy, online lotteries will join sports betting, online casino games and other online gambling products already covered by Google's certification framework.  

Lottery operators, however, will face an additional country-specific requirement. Alongside the licensing obligations that apply to gambling operators in Peru, advertisers must also obtain a favorable technical opinion from MIMP before lottery advertisements can be approved.

The update arrives as Peru's regulated online gambling market continues to mature following the implementation of Law No. 31557. The framework, which came into force in 2024 under the supervision of the Ministry of Foreign Trade and Tourism (Mincetur), established a licensing regime for remote gaming and sports betting operators and attracted a wave of international market entrants.

Since regulation began, Peru has become one of Latin America's more active online gambling markets. Authorities have issued licenses to dozens of operators and suppliers, while the market's combination of established sports betting demand and relatively recent regulation has drawn interest from international brands seeking expansion opportunities in the region.

Google's policy change also reflects the country's broader approach to gambling oversight, where different government bodies hold responsibilities across licensing, compliance and social protection. 

By requiring a favorable opinion from MIMP for lottery advertising, the policy introduces an additional layer of scrutiny focused on vulnerable groups and consumer protection considerations.

For operators active in Peru's lottery sector, the change provides a defined pathway to advertise through one of the world's largest digital marketing platforms. At the same time, it creates an extra compliance requirement beyond the authorizations already needed to participate in Peru's regulated gambling market.

The update is part of Google's wider country-by-country gambling advertising framework, under which operators must maintain all required licenses and approvals to retain advertising eligibility.

In May, MediaTroopers entered Peru's regulated online betting market ahead of the FIFA World Cup 2026, citing growing opportunities in one of Latin America's newer regulated jurisdictions.  

The affiliate group's expansion highlighted continuing commercial interest in Peru as operators and service providers seek exposure to the country's developing online gambling sector.