Are you promoting an online casino, sportsbook, or lottery for online monetization? Do you find it challenging to navigate Google’s advertising landscape and maximize your iGaming affiliate marketing earnings at the same time? If so, then this post is specially for you.
Advertising on Google offers a lucrative opportunity to attract new players and increase revenue, especially for affiliate marketers and online casino operators. However, the Google Ads gambling policy is one of the strictest in the digital advertising space. It ensures compliance with legal requirements and responsible gaming practices. To avoid ad disapprovals, account suspensions, or legal consequences, we strongly recommend that you take the next few minutes to learn about these rules.
In this guide, we will explore how to advertise gambling on Google. It covers Google Ads gambling requirements, compliance guidelines, and the essential Google Ads gambling certification process. Let’s get started!
Google Ads Gambling Policy: What You Need to Know
Google enforces a strict gambling policy for Google Ads to regulate advertisements related to gambling, betting, and real-money games. These policies ensure that gambling promotions adhere to local laws and responsible gaming practices.
Understanding Gambling Content Categories
Google classifies gambling-related content into several categories. Each category has different advertising restrictions. Let’s highlight the key ones for affiliate marketers in the casino gambling landscape:
🔹 Offline Gambling: Ads promoting physical casinos, poker tournaments, and entertainment events at gambling establishments are generally permitted if they comply with local regulations.
🔹 Online Gambling: Ads for online casinos, sportsbooks, bingo, slots, and lottery ticket purchases are allowed only if advertisers obtain Google Ads gambling certification.
🔹 Gambling-Related Services: Affiliate websites, bonus codes, gambling guides, and odds calculators can be advertised. However, this is allowed only under strict compliance guidelines.
🔹 Social Casino Games: These are simulated gambling games where users do not win real money or prizes. Advertisers promoting social casino games must ensure that their ads do not appeal to minors. They must also comply with country-specific regulations.
Note: For any gambling-related ad, Google requires advertisers to hold the proper gambling certificate for Google Ads and target only approved countries.
Google Ads Gambling Compliance: Geographic Restrictions
One of the most critical aspects of Google Ads gambling compliance is adhering to national or regional restrictions. Google only allows gambling ads in certain countries. Moreover, even in approved regions, advertisers must meet strict legal requirements.
Some countries, such as the United Kingdom and Australia, permit online gambling ads with proper licensing and compliance with specific rules. In contrast, gambling ads are entirely prohibited in some geographic regions, including India, China, and most Middle Eastern countries. Other areas impose partial restrictions—they allow gambling ads only for government-approved operators or specific types of gambling.
Additionally, Google enforces country-specific restrictions on ad formats and targeting. For example, social casino game advertisers must create separate Google Ads accounts to target different country groups due to differing legal and technical requirements. They are also not allowed to appeal to minors or persons under the age of legal adulthood.
Google Ads Gambling Certification: Step-by-Step Guide
Don’t know how to go about getting certified for iGaming ads on Google? Here’s your guide. Frankly speaking, to advertise gambling content, businesses must obtain Google Ads gambling certification. You can’t find another way around it. That is because this process ensures that only licensed and regulated operators can promote gambling-related services. So, here are the steps to follow:
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Step 1: Meet Licensing and Legal Requirements
Before applying for a gambling certificate for Google Ads, you must ensure that you meet the legal requirements, including licensing. Thus, advertisers in the online casino industry or broader gambling landscape must:
🔹 Hold a valid gambling license from an approved regulatory authority.
🔹 Ensure compliance with local gambling laws in their target regions.
🔹 Promote responsible gaming by including age restrictions and self-exclusion options on their landing pages. -
Step 2: Submit a Certification Application
In this step, you—as an advertiser—must apply for Google Ads gambling certification using Google’s policy request channel, which is the online gambling application form. As an applicant, you’re also encouraged to obtain more information by reading the gambling and games policies document. Having said that, the application for certification requires the following essential information:
🔹 Proof of gambling license.
🔹 Business registration details.
🔹 A list of target regions and ad formats.At the time of writing this post, the countries where gambling is allowed were listed on Google’s website. Some of the countries in the list were Angola, Argentina, Austria, Australia, Brazil, Canada, Denmark, Estonia, Finland, Germany, France, Greece, Italy, Latvia, Mexico, the Netherlands, the Philippines, Romania, Spain, Tanzania, Uganda, the United Kingdom, and the United States.
Keep in mind that an advertiser is allowed to target multiple countries. However, to do this, they must submit a separate application for each.
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Step 3: Review and Approval Process
At this point, Google reviews applications to verify regulatory compliance, licensing authenticity, and adherence to responsible gaming guidelines. The approval process can take several weeks. So, you just need to be patient and wait for the result in your specified mode of contact, which would normally be your email.
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Step 4: Ad Campaign Setup and Compliance Monitoring
Once certified, advertisers can begin running gambling ads on Google. However, ongoing vigilance and systematic monitoring are essential to enjoy a smooth and lasting experience. Therefore, as a certified gambling advertiser, you must:
🔹 Follow all Google Ads gambling requirements.
🔹 Display proper disclaimers, including age restrictions and responsible gaming messages.
🔹 Avoid misleading or deceptive advertising practices.The next section provides more information about this.
Google Gambling Ad Restrictions: Crucial Information
Once again, even with a Google ads gambling certification, advertisers can’t just do whatever they like. This is a point we can’t overemphasize. Hence, as a casino or sportsbooks advertiser, you must follow strict Google gambling ad restrictions to remain compliant. Let’s now discuss the most essential aspects to keep in mind.
Prohibited Content and Practices
The foundation of responsible gambling advertising lies in protecting vulnerable populations and maintaining ethical promotional standards. Google strictly prohibits any content targeting minors or vulnerable individuals. This is because the platform recognizes the potential social impact of gambling activities.
Additionally, advertisers must carefully craft their messaging to avoid misleading claims. Phrases like “guaranteed wins” or “risk-free betting” are explicitly forbidden. This is because they can create unrealistic expectations about gambling outcomes.
Furthermore, the platform maintains a zero-tolerance policy for unlicensed operators. In that way, it ensures that only properly regulated entities can promote their services through Google’s advertising network.
Restricted Ad Formats
Google’s platform-specific restrictions reflect a thoughtful approach to gambling advertisement placement. The prohibition of gambling promotions on Gmail ads protects users in their personal communication space, while the exclusion from shopping ads maintains a clear separation between commercial products and gambling services.
Moreover, reservation display ads and Google TV masthead positions remain off-limits. This demonstrates Google’s commitment to responsible advertising placement. These restrictions, while limiting in scope, help maintain the integrity of both the advertising platform and the gambling industry.
Landing Page Compliance
The destination of gambling advertisements requires particular attention to detail and compliance. Landing pages must serve as comprehensive information hubs, clearly presenting all terms and conditions associated with gambling activities.
Beyond basic terms, pages must incorporate accessible responsible gaming resources and self-exclusion options, demonstrating a commitment to player welfare. The consequences of non-compliance, particularly regarding unauthorized redirects, can be severe—ranging from campaign suspension to complete account termination.
How to Advertise Gambling on Google: Best Practices for Affiliates
Having said all of the above, let’s now get practical. What is the best way to advertise your iGaming platform, brands, and online casino offerings on Google? For affiliate marketers promoting gambling products and services, the following best practices can help you enhance ad performance while ensuring compliance:
🔹 Choosing the Right Keywords and Targeting Options: Selecting the right keywords is very important. Using search terms like “Google Ads gambling policy” and “Google Ads gambling certification” on your content/platform helps position you as compliant in addition to attracting the right audience. Also, targeting only regions where gambling ads are permitted ensures compliance with local legal requirements.
🔹 Optimizing Ad Copy for Compliance and Engagement: Ad copy should clearly define the gambling services being promoted while avoiding exaggerated claims like “big wins guaranteed.” Furthermore, including responsible gaming disclaimers in your copy enhances credibility and aligns with Google’s compliance requirements.
🔹 Ensuring Landing Page Consistency: A compliant landing page must align with Google’s gambling policy for Google Ads. Redirecting users to unapproved gambling sites is a major violation and should be strictly avoided.
🔹 Monitoring Performance and Staying Updated on Policy Changes: Google frequently updates its gambling ads policy. For this reason, advertisers should regularly review their campaigns to ensure ongoing compliance. Failing to stay informed about policy updates can lead to inadvertent violations and potential penalties.
🔹 Partnership Management: Working with certified partners enhances operational efficiency and compliance. This includes regular communication and coordination with platform providers and service partners.
Joining P4P Partners: How We Can Help
At P4P Partners, we offer a trusted and profitable partnership for online casino affiliate marketers looking to monetize gambling traffic and do a lot more! With high conversion rates, diverse commission structures, and access to top-tier brands, such as through our Spades Queen Casino Affiliate Program, you can get reliable help maximizing your earnings while staying compliant with Google’s advertising policies.
Beyond Google ads gambling compliance, if you’re looking to scale your iGaming affiliate marketing business, joining our P4P Partners platform presents an excellent opportunity. You can leverage our topnotch resources and expertise to enhance your advertising strategies while ensuring legal compliance.
The Takeaways
Navigating Google Ads gambling requirements can be complex. However, with the right approach and support, as an affiliate marketer in the online casino industry, you can effectively promote gambling content while staying compliant. In other words, success in Google Ads gambling advertising requires a comprehensive approach to compliance, certification, and ongoing management.
Obtaining the necessary gambling certificate for Google Ads is the first step toward legal advertising. Following Google gambling ad restrictions, optimizing ad copy, and ensuring landing page compliance further enhance the success of gambling campaigns.
Furthermore, regular updates to strategies and continuous monitoring of regulatory changes are vital. They ensure long-term success in a dynamic advertising environment.
Finally, by partnering with reputable, people-oriented platforms like our P4P Partners, you can maximize your reach as an online gambling advertiser while adhering to Google ads gambling policy and responsible gaming practices. Working with experienced partners like us and maintaining robust compliance systems helps in effectively navigating the complex landscape of gambling advertising.
For additional information related to gambling policy for Google ads, answers to iGaming partnership marketing questions, or to learn more about our affiliate offerings, explore our P4P Partners website and blog. Alternatively, use the form below to contact us.
Good luck with optimizing your gambling ad strategy!
