Google Updates Gambling Advertising Rules

The most significant change is how Google approaches the categorization of gambling games. The new rules bring more detailed and clearer definitions of individual categories, which should simplify the ad approval process and reduce ambiguities in their classification. Advertisers will thus have a better idea of how to set up their campaigns to meet Google’s standards.

The second important aspect is the introduction of country-specific requirements. Google is responding to different regulatory environments worldwide and adapting its rules to local conditions.

For agencies or e-commerce companies operating across multiple markets, this means paying greater attention when setting up campaigns according to geographical targeting.

Google is allowing advertisers to study a preliminary version of the updated rules now. This is an opportunity for early preparation and adaptation of advertising strategies. However, it should be noted that the final version of the rules may differ from the preliminary one—Google indicates that any additional changes will be announced through its standard communication channels.

Impact on E-commerce

E-shop operators who collaborate with partners from the gambling sector or offer related products will need to pay increased attention to how their advertisements fit into the new categories. While more clearly defined rules may initially mean a greater administrative burden, in the long term they should bring a more stable and predictable environment for advertising communication.

Marketing agencies and internal marketing teams will need to understand the new rules and apply them to their strategies. Proper setup of geographical targeting with regard to specific requirements of individual countries will be particularly key.

How to Prepare for the Changes

With the approaching effective date in April 2025, it’s important to begin preparations as soon as possible. We recommend starting with a thorough analysis of current advertising campaigns and comparing them with the new requirements.

A proactive approach to the preliminary version of the rules can provide a significant advantage. It will allow you to identify potential problem areas in your campaigns and prepare necessary adjustments well in advance. You will also have time to test new approaches and optimise your advertising strategies.

Although changes in the rules may at first glance appear as another regulatory restriction, they also bring potential opportunities. More clearly defined categories and rules can lead to more effective ad targeting and better campaign performance. Companies that can quickly adapt to the new conditions may gain a competitive advantage.

Google explains the issue of gambling as one of the “prohibited” segments in an older video: