Google changed the rules for certifying gaming advertisers on 14 September 2026, extending checks that had only applied to part of the industry until then.

The update affects any licensed operator running search ads, whether those ads point to a sportsbook or to online casino games. For you, the most visible result is likely to be fewer ads from sites that can't show a clean compliance record.

What changed on 14 September

Google first introduced tougher certification checks in March 2026, but at that stage, they only covered online gambling advertisers in selected markets. In July, it confirmed that the same checks would extend to every category under its Gambling and games policy from 14 September. That brings social casino titles and games of skill with a prize of value under the same rules as online gaming.

The core conditions haven't changed. Ads can still only target approved countries and must never be aimed at anyone under the legal age. The landing page also must display responsible gambling information. A local licence is still required, but it's no longer enough on its own.

What good policy health means

Every account that wants to advertise in any gambling and games category now has to show what Google calls good policy health. Google hasn't set out a public numerical threshold for this. Its policy refers instead to repeated violations and a significant volume of revoked certificates.

This moves the focus from a single licence check to how an account behaves over time. An operator with a valid licence could still lose access to certification if its account has a poor track record on the platform.

Why domain ownership matters more

The update also restates the rules on where ads can lead. Sites hosted on free subdomains are ineligible, and the domain must be directly owned and controlled by the business itself. A domain with no connection to gaming can't be certified either.

Industry coverage of the update noted that search advertising is still one of the easiest routes unlicensed operators have into regulated markets. Tying certification to a domain the business owns and controls makes it harder to reach people through temporary or borrowed web addresses.

What changes for agencies and affiliates

Manager Accounts, known as MCCs, are the umbrella accounts that agencies and affiliate groups use to run campaigns for several brands at once. Under the new rules, an MCC with repeated certificate revocations could forfeit the right to apply for new certificates and may have existing ones revoked. The same applies where accounts under its management are repeatedly flagged for violations while using a certificate.

That shifts part of the compliance burden onto the businesses that manage ads, not only the operators behind them. A single poorly run account could affect every brand under the same manager.

What it could mean for you

In practice, the gaming ads you see in search results are more likely to come from licensed operators that own their domains and have a clean record with the platform. Ads leading to a landing page without responsible gambling information shouldn't run at all.

It's still worth checking the licence details on any site you visit, because certification on an ad platform isn't the same as approval from a regulator. Licensed sites usually display this information, often in the page footer.

If you choose to play, it's worth setting a bankroll you can afford to lose and using the deposit limits and session reminders on your account. If you're ever concerned about your gaming, trusted organisations offer free and confidential support.

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