Google Ads Revises Gambling and Games Policy for the United States and Germany

Google has announced two significant changes to its Gambling and games policy, affecting advertisers in the United States and Germany. These updates, set to take effect in September 2024, will impact how gambling-related ads are managed in these regions.

United States: Puerto Rico Opens Up for Sports Betting Ads

Starting September 9, 2024, Google will begin accepting and running ads for sports betting from entities licensed by the Puerto Rico Gaming Commission. This update specifically affects the United States country-specifics within the Google Ads Gambling and games policy. Advertisers wishing to take advantage of this change must apply for certification through Google Ads.

Germany: Stricter Regulations on Gambling Advertisers

Effective September 25, 2024, Google is implementing tighter requirements for gambling advertisers targeting Germany. Key changes include:

Only gambling operators and brokers licensed by the Gemeinsame Glücksspielbehörde der Länder (GGL) will be eligible to apply for advertising certification for gambling products.

Applications from online gambling services that do not meet these criteria, including those offering gambling aggregation services, will no longer be accepted.

Existing certifications for non-compliant services will be revoked, preventing them from running gambling ads targeted to Germany.

These policy updates reflect Google's ongoing efforts to align with local regulations and ensure responsible advertising practices in the gambling sector. Advertisers in affected regions should review the updated policies and take necessary steps to comply with the new requirements.

Google emphasizes that while translated versions of their Help Center are available, the English version remains the official language for policy enforcement.