Google Ads will expand its gambling advertising policy in Colombia to permit online lottery advertisements from October 21, subject to an additional authorization requirement for lottery operators.
Under the revised framework, lottery advertisers must provide authorization from the Consejo Nacional de Juegos de Suerte y Azar (CNJSA). Operators must also be registered with Coljuegos, hold a valid license and obtain Google certification before advertising through the platform.
Lotteries will join slot or chance machines, roulette, blackjack, baccarat, bingo, poker and sports betting among the online gambling products permitted under Google’s Colombia policy.
Before the October 21 change, Google’s country-specific rules list those products but exclude lotteries.
The additional requirement reflects the division of gambling oversight in Colombia. Coljuegos administers gambling activities at the national level, including internet-operated games, while departmental lotteries are assigned to the territorial level under the country’s gambling framework.
The CNJSA oversees regulations for territorial gambling and has responsibilities covering traditional lotteries, including setting draw schedules and technical, security and transparency requirements. Its technical secretariat is operated through Coljuegos.
Google’s change comes as Colombia continues to develop its regulated digital gambling sector. Coljuegos authorized MrYoker as the country’s 15th licensed online operator in May 2026, joining brands including Betsson, Codere, BetPlay, Bwin, Betano, Rushbet and Stake.
Colombia has regulated internet-operated gambling through a national licensing framework, while legislation distinguishes these products from games involving physical draws, including traditional lotteries, where the internet can instead serve as a commercialization channel.
The advertising update also follows a broader revision to Google’s gambling certification procedures in August. From August 26, new applicants across online gambling jurisdictions were required to use revised certification forms and approval standards.
In June, Google introduced a comparable country-specific requirement in Peru, requiring lottery advertisers to obtain approval from the Ministry of Women and Vulnerable Populations. The Peru policy change formed part of Google’s wider market-by-market approach to gambling advertising eligibility.
Colombia’s CNJSA is responsible for setting the schedules for ordinary and extraordinary traditional lottery draws and establishing technical, security and transparency requirements for those draws
