Google has announced an update to its Gambling and Games for Authorized Buyers policy on AdSense.
The change expands the territories where gambling ads can be served programmatically across its publisher network, taking effect on August 10 and affects advertisers monetizing sites through Google AdSense, Google Ad Manager,and AdMob.
From that date, Authorized Buyers will be able to promote online gambling and social casino games in more than 35 countries without certifying individual advertisers with Google in those markets, a requirement that previously applied on top of restrictions limiting gambling ads to select US states where online betting is legal.
The full text of the updated policy will only be published on the date it takes effect, which could mean a jump in gambling ad volume on eligible publisher sites before anyone outside Google has seen the fine print.
Eligibility will now hinge on compliance with local laws, regulations and industry standards in each market rather than direct Google certification. The update also covers online casinos and sportsbooks, bingo and slot sites and apps, online lottery tickets and digital scratch cards, online sports betting and games using virtual currencies with real-world monetary value.
In the Americas, the expansion includes Argentina, Brazil, Canada, Mexico, and Peru, alongside select US states.
It also covers more than 20 European markets, including Germany, Spain, France, Portugal, and the UK, as well as Australia, Japan, and South Korea in Asia-Pacific, among others.
Advertisers must still hold valid licensing in each targeted country, avoid targeting minors, and link to landing pages featuring responsible gambling information.
On March 23, 2026, Google updated its certification policy to require account "good standing" for gambling advertisers and from September 2026, those same certification requirements will extend to all categories under the gambling and games policy
