Gambling and games - Advertising Policies Help (original) (raw)
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We support responsible gambling advertising and abide by local gambling laws and industry standards, so we don’t allow certain kinds of gambling-related advertising. Gambling-related ads are allowed if they comply with the policies below and the advertiser has received the proper Google Ads certification. Gambling ads must target approved countries, have a landing page that displays information about responsible gambling, and never target minors. Check local regulations for the areas you want to target.
Below are some examples of gambling-related content that we allow only under certain conditions.
Offline gambling
Promotion of physical, real-money gambling activity or establishments
Examples: "Brick and mortar casinos” in Las Vegas or Macau, entertainment event at casinos, streaming of offline poker tournaments
Online gambling
If you want to advertise for online gambling, you must be certified by Google. Learn how to apply for certification.
Examples: Online casinos or bookmakers, bingo or slots sites or apps, online lottery ticket or scratch card purchase, online sports betting, games played with virtual currencies or items that have real-world value
Examples: Promotional products such as vouchers or bonus codes; educational materials such as tutorials or e-books; software such as poker odds calculators; other gambling-related information including tips, odds, handicapping, and sports picks; aggregator or affiliate sites that promote gambling-related content
Online non-casino games
Examples: Fantasy sports, online chess tournaments, or "match-three" video games played for money or prizes
Social casino games
Social casino game ads are allowed if they comply with the policies below and the advertiser has received the proper Google Ads certification. Social casino game ads must target approved countries and should not appeal to minors. Check local regulations for the areas you want to target.
For social casino game ads and destinations, the following is not allowed:
Social casino game destinations that offer gambling or games where the opportunity exists to win real money or prizes based on the outcome of the game.
Gambling country restrictions
In addition to the requirements above, there may be further restrictions based on which countries your campaign targets. Check for restrictions by country, below. If a country isn't listed, it means Google Ads currently does not support gambling advertising in that country.
See country requirements
Asia-Pacific
| Product | Allowed? | Details |
|---|---|---|
| Mahjong | Google doesn't allow the promotion of Mahjong when the exchange of money is involved. |
Argentina
| Product | Allowed? | Details |
|---|---|---|
| Online gambling | Google allows ads promoting the following online gambling by province-run entities: Lotteries Google allows ads promoting the following online gambling by province-licensed entities: Online gambling Online casino games Sports betting Online gambling comparison sites as long as no online gambling takes place on the aggregator site Advertisers must also be certified with Google. See how to apply. |
Australia
| Product | Allowed? | Details |
|---|---|---|
| Online gambling | Google allows ads promoting the following online gambling as long as the advertiser is a licensed operator registered with an appropriate Australian State or Territory and provides a valid license: Sports betting Lotteries Advertisers must also be certified with Google. See how to apply. | |
| Online gambling information | Google allows ads promoting the following gambling-related products as long as the advertiser is a licensed operator registered with an appropriate Australian State or Territory and provides a valid license: Gambling-related promotional materials such as vouchers and bonus codes Gambling-related tutoring and educational materials such as books and e-books Gambling-related information such as tips, odds, and handicapping Advertisers must also be certified with Google. See how to apply. |
Austria
| Product | Allowed? | Details |
|---|---|---|
| Online gambling | Google allows ads promoting the following online gambling products as long as the advertiser is licensed by the Austrian Ministry of Finance according to all applicable regulations in Austria and, in the case of sports betting, also provides a valid sports betting permit number issued by the state government in at least one State of Austria according to all applicable regulations in Austria. Online gambling Online bingo Sports betting Online casino games Advertisers must also be certified with Google. See how to apply. | |
| Gambling-related products | Google allows ads promoting the following gambling-related products as long as the advertiser is licensed according to all applicable regulations in Austria and, in the case of sports betting, provides a valid sports betting permit number issued by the state government in at least one State of Austria according to all applicable regulations in Austria. Gambling-related promotional products such as gambling-related vouchers, bonus codes, etc. Gambling-related tutoring and educational materials such as books and e-books Gambling-related information such as tips, odds, and handicapping Gambling-related lotteries Advertisers must also be certified with Google. See how to apply. |
Belgium
| Product | Allowed? | Details |
|---|---|---|
| Online gambling | Google allows ads promoting the following online gambling as long as the advertiser is a licensed operator registered with Kruispuntbank van Ondernemingen (KBO) and provides a valid license: Lotteries Online casino games Online bingo Online gambling Sports betting Advertisers must also be certified with Google. See how to apply. |
Brazil
| Product | Allowed? | Details |
|---|---|---|
| Online gambling | Google allows ads promoting the following online gambling content as long as they are licensed by the Brazilian gambling authorities: Lotteries Horse racing Google allows ads promoting the following online gambling content as long as they are licensed or have applied for a license by the Brazilian Ministry of Finance (MF): Sports betting Online gambling Advertisers must also be certified with Google. See how to apply. | |
| Online non-casino games | Google allows ads promoting Daily Fantasy Sports content as long as they meet application requirements. See how to apply |
Bulgaria
| Product | Allowed? | Details |
|---|---|---|
| Gambling-related content | Google doesn't allow the following gambling-related content: Brick and mortar casinos |
Canada
| Product | Allowed? | Details |
|---|---|---|
| Online non-casino games | Google doesn't allow advertising for Internet-based games where money or other items of value are paid or wagered to win a greater sum of money or other item of value, except for Daily Fantasy Sports in certain provinces where legal. Advertisers must also be certified with Google. See how to apply here. | |
| Online gambling | Google allows ads promoting the following online gambling by government-run entities: Lotteries Google allows ads promoting the following types of online gambling by province-licensed entities in certain provinces where legal: Sports betting Online casinos Advertisers must also be certified with Google. See how to apply. |
China
| Product | Allowed? | Details |
|---|---|---|
| Gambling-related content | Google doesn't allow the following gambling-related content: Brick and mortar casinos Physical gambling equipment | |
| Online non-casino games | Google doesn't allow advertising for Internet-based games where money or other items of value are paid or wagered to win a greater sum of money or other item of value. |
Colombia
| Product | Allowed? | Details |
|---|---|---|
| Gambling-related content | Google allows ads promoting the following online gambling content as long as the advertiser is registered with the Colijuegos and provides a valid license: Slot or chance machines Roulette Black Jack Baccarat Bingo Poker Sports betting and fantasy sports games Sites that provide information about -- or a comparison of -- other gambling services licensed in Colombia, but do not themselves provide gambling activities that require a license. They may provide links to gambling services not operated or controlled by the aggregator. Advertisers must also be certified with Google. See how to apply. |
Croatia
| Product | Allowed? | Details |
|---|---|---|
| Online gambling | Google allows ads promoting the following online gambling content as long as they are licensed by the Croatian gambling authorities: Online gambling Online bingo Online casino games Sports betting Sites that provide information about or a comparison of other gambling services, but do not themselves provide gambling activities that require a license. These sites may provide links to gambling services not operated or controlled by the aggregator. Advertisers must also be certified with Google. See how to apply. | |
| Gambling-related products | Google allows ads promoting the following gambling-related products as long as they are licensed by the Croatian gambling authorities: Gambling-related tutoring and educational materials such as books and e-books Gambling-related information such as tips, odds, and handicapping Gambling-related promotional products such as gambling-related vouchers, bonus codes, etc. Gambling-related lotteries Advertisers must also be certified with Google. See how to apply. |
Czech Republic
| Product | Allowed? | Details |
|---|---|---|
| Online gambling | Google allows ads promoting the following online gambling content as long as they are licensed by the Czech gambling authorities: Online bingo Lotteries Online casino games Sports betting Advertisers must also be certified with Google. See how to apply. | |
| Gambling-related products | Google allows ads promoting the following gambling-related products by state licensed entities: Gambling-related tutoring and educational materials such as books and e-books Gambling-related information such as tips, odds, and handicapping Gambling-related promotional products such as gambling-related vouchers, bonus codes, etc. Advertisers must also be certified with Google. See how to apply. |
Denmark
| Product | Allowed? | Details |
|---|---|---|
| Online gambling | Google allows ads for the following types of online gambling as long as the operator is licensed by the Danish Gambling Authority: Location-based gambling Online casino games Online betting Sports betting Fantasy sports contests Slot machines Gambling-related information such as tips, odds, and handicapping Gambling-related promotional products such as gambling-related vouchers, bonus codes, etc. Gambling-related tutoring and educational materials such as books and e-books Advertisers must also be certified with Google. See how to apply. Advertisers who provide information about, or a comparison of, gambling services, but do not themselves provide gambling activities that require a license can also apply, but must only link to the sites of licensed operators. | |
| State-operated online gambling | Google allows licensed state operators to advertise the following gambling-related products: Gambling-related lotteries Contests/Sweepstakes Scratch games Bingo Horseracing Gambling-related information such as tips, odds, and handicapping Gambling-related promotional products such as gambling-related vouchers, bonus codes, etc. Gambling-related tutoring and educational materials such as books and e-books Advertisers must also be certified with Google. See how to apply. Advertisers who provide information about, or a comparison of, gambling services, but do not themselves provide gambling activities that require a license can also apply, but must only link to the sites of licensed operators. |
Egypt
| Product | Allowed? | Details |
|---|---|---|
| Gambling-related content | Google doesn't allow the following gambling-related content: Brick and mortar casinos |
Estonia
| Product | Allowed? | Details |
|---|---|---|
| Online gambling | Google allows ads promoting the following online gambling by state-approved entities with an activity license: Lotteries Operators must display a message on the landing page warning "Tähelepanu! Tegemist on hasartmängu reklaamiga. Hasartmäng pole sobiv viis rahaliste probleemide lahendamiseks. Tutvuge reeglitega ja käituge vastutustundlikult!" Advertisers must also be certified with Google. See how to apply. | |
| Gambling-related content | Google doesn't allow the following gambling-related content: Brick and mortar casinos |
Ethiopia
| Product | Allowed? | Details |
|---|---|---|
| Online Gambling | Google allows ads promoting the following online gambling by state-run entities: Lotto Toto Instant Lottery Number Lottery Multiple Prize Lottery Modern Bingo Google allows ads promoting the following online gambling by state-licensed entities: Tombola or Raffle Sport Betting Lottery Conventional Bingo Promotional Lottery Advertisers must also be certified with Google. See how to apply here. |
Finland
| Product | Allowed? | Details |
|---|---|---|
| Online gambling | Google allows ads promoting the following online gambling by state licensed entities: Online gambling Online bingo Sports betting Online casino games Advertisers must also be certified with Google. | |
| Gambling-related products | Google allows ads promoting the following gambling-related products by state licensed entities: Gambling-related promotional products such as gambling-related vouchers, bonus codes, etc. Gambling-related tutoring and educational materials such as books and e-books Gambling-related information such as tips, odds, and handicapping Gambling-related lotteries Advertisers must also be certified with Google. |
France (and overseas territories)
| Product | Allowed? | Details |
|---|---|---|
| Online gambling | Google allows ads promoting the following online gambling as long as the advertiser is registered with ANJ (Autorité Nationale des Jeux), provides a valid operating license number, operates on a ".fr" domain, and publishes a warning on the landing page and also any image ads against excessive or pathological gaming as well as a message referring to the help and information system as foreseen by the gambling laws: Online gambling Online bingo Sports betting Lotteries Gambling aggregators are sites that provide information about, or a comparison of, other gambling services, but do not themselves provide gambling activities that require a license. They may only provide links to gambling sites that hold an ANJ operating license, but are not operated or controlled by the aggregator. Aggregators must display a message on the landing page warning against excessive or pathological gaming. Advertisers must also be certified with Google. See how to apply. | |
| Gambling-related products | Google allows ads promoting the following gambling-related products as long as the advertiser is registered with ANJ (Autorité Nationale des Jeux), provides a valid operating license number, operates on a ".fr" domain, and publishes a warning on the landing page and also any image ads against excessive or pathological gaming as well as a message referring to the help and information system as foreseen by the gambling laws: Gambling-related promotional products such as gambling-related vouchers, bonus codes, etc. Gambling-related tutoring and educational materials such as books and e-books Gambling-related information such as tips, odds, and handicapping Advertisers must also be certified with Google. See how to apply. |
Germany
| Product | Allowed? | Details |
|---|---|---|
| Online gambling | Google allows ads for the following online gambling if, and only to the extent that, the operator whose gambling offer is being advertised is in possession of a valid German gambling operator license issued by the competent German authority allowing for such advertisement via Google Ads: Sports betting Horse betting Lotteries Virtual slot-machine games Online casinos* Online poker Brokers (Gewerbliche Spielvermittler) who hold a valid German broker license issued by the competent German authority allowing for such advertisement via Google Ads are also permitted to advertise their services. See how to apply. | |
| Any other gambling-related content | Google doesn't allow any other gambling-related content. |
Ghana
| Product | Allowed? | Details |
|---|---|---|
| Online Gambling | Google allows ads promoting the following online gambling by state-run entities: Lotteries Google allows ads promoting the following online gambling by state-licensed entities: National Lotto coupons Sports betting Online casinos Advertisers must also be certified with Google. See how to apply here. |
Greece
| Product | Allowed? | Details |
|---|---|---|
| Online gambling | Google allows ads promoting the following online gambling provided the operator is appropriately authorized by the Greek authorities: Casino games Bingo Sports betting Lotteries Gambling affiliate websites Advertisers must also be certified with Google. See how to apply. | |
| Online gambling-related products | Google allows ads for the following online gambling-related products provided the operator is appropriately authorized by the Greek authorities: Gambling-related promotional products such as gambling-related vouchers, bonus codes, etc. Gambling-related tutoring and educational materials such as books and e-books Gambling-related information such as tips, odds, and handicapping Advertisers must also be certified with Google. See how to apply. |
Hong Kong
| Product | Allowed? | Details |
|---|---|---|
| Gambling-related content | Google doesn't allow the following gambling-related content: Location-based or "brick-and-mortar" gambling | |
| Online gambling | Google allows ads promoting the following online gambling, when operated by state-licensed entities: Lotteries Sports betting Advertisers must also be certified with Google. See how to apply. |
Hungary
| Product | Allowed? | Details |
|---|---|---|
| Online gambling | Google allows online casino games and sports betting as long as the advertiser is registered with the appropriate Hungarian Gambling Authority or the State Tax Authority and provides a valid license. Google allows ads promoting the following online gambling by state-run entities: Lotteries Advertisers must also be certified with Google. See how to apply. | |
| Gambling-related products | Google allows ads promoting the following gambling-related products as long as the advertiser is registered with the appropriate Hungarian Gambling Authority or the State Tax Authority and provides a valid license: Gambling-related promotional products such as gambling-related vouchers, bonus codes, etc. Gambling-related tutoring and educational materials such as books and e-books Gambling-related information such as tips, odds, and handicapping Advertisers must also be certified with Google. See how to apply. |
India
| Product | Allowed? | Details |
|---|---|---|
| Gambling-related content | Google doesn't allow the following gambling-related content: Location-based or "brick-and-mortar" gambling. | |
| Online non-casino games | Google allows the promotion of Daily Fantasy Sports as long as the advertisement doesn’t promote any other form of online gambling. Daily Fantasy Sports ads may not target the following states: Andhra Pradesh, Assam, Nagaland, Odisha, Sikkim, and Telangana. Advertisers must also be certified with Google. See how to apply. | |
| Online casino games | Google doesn’t allow the promotion of any online casino games with the exception of Rummy. Google Ads allows Rummy advertisements to target India as long as the advertisement doesn't promote any other form of online gambling. Rummy ads may not target the following states: Andhra Pradesh, Assam, Nagaland, Odisha, Sikkim, and Telangana. Advertisers must also be certified with Google. See how to apply. |
Republic of Ireland (excluding Northern Ireland)
| Product | Allowed? | Details |
|---|---|---|
| Online gambling | Google allows ads promoting the following online gambling as long as the advertiser is registered as a bookmaker with the Revenue Commissioners and provides a valid license number: Online gambling Online bingo Sports betting Online casino games Online gambling comparison sites as long as no online gambling takes place on the aggregator site Advertisers must also be certified with Google. See how to apply. | |
| Gambling-related products | Google allows ads promoting the following gambling-related products as long as the advertiser is registered as a bookmaker with the Revenue Commissioners and provides a valid license number: Gambling-related promotional products such as gambling-related vouchers, bonus codes, etc. Gambling-related tutoring and educational materials such as books and e-books Gambling-related information such as tips, odds, and handicapping Gambling-related lotteries Advertisers must also be certified with Google. See how to apply. |
Israel
| Product | Allowed? | Details |
|---|---|---|
| Online gambling | Google allows ads promoting the following online gambling by state licensed entities: Online gambling Online bingo Sports betting Online casino games Advertisers must also be certified with Google. | |
| Gambling-related products | Google allows ads promoting the following gambling-related products by state licensed entities: Gambling-related promotional products such as gambling-related vouchers, bonus codes, etc. Gambling-related tutoring and educational materials such as books and e-books Gambling-related information such as tips, odds, and handicapping Gambling-related lotteries Advertisers must also be certified with Google. |
Italy
| Product | Allowed? | Details |
|---|---|---|
| Gambling related content | Google allows only ads promoting lotteries with deferred drawing from state-run entities. Ads promoting brick and mortar casinos and online gambling are not allowed. Advertisers must also be certified with Google. See how to apply. |
Japan
| Product | Allowed? | Details |
|---|---|---|
| Online gambling | Google allows government-controlled gambling (horse, motorboat, bicycle and auto racing), but only announcements from the event organizers. Google doesn't allow advertising for gambling online about the events.Advertisers must also be certified with Google. See how to apply. | |
| Gambling-related products | Google allows gambling-related lotteries by state licensed entities.Advertisers must also be certified with Google. See how to apply. |
Kenya
| Product | Allowed? | Details |
|---|---|---|
| Online Gambling | Google allows ads promoting the following online gambling content as long as they are licensed by the Kenyan gambling authority: Lotteries Sports Betting Online Casino Games Advertisers must also be certified with Google. See how to apply. | |
| Gambling-related products | Google allows ads promoting the following gambling-related products by entities who can provide a letter of no objection from the regulator: Gambling-related promotional products such as gambling-related vouchers, bonus codes, etc. Gambling-related tutoring and educational materials such as books and e-books Gambling-related information such as tips, odds, and handicapping. Advertisers must also be certified with Google. See how to apply. |
Korea
| Product | Allowed? | Details |
|---|---|---|
| Gambling-related content | Google doesn't allow the following gambling-related content: Location-based or "brick-and-mortar" gambling | |
| Online gambling | Google allows ads promoting the following online gambling by state-run or state-licensed entities: Lotteries Sports betting Advertisers must be certified with Google. See how to apply. |
Latvia
| Product | Allowed? | Details |
|---|---|---|
| Online gambling | Google allows ads promoting the following online gambling by state-run entities: Lotteries Advertisers must also be certified with Google. See how to apply. |
Lithuania
| Product | Allowed? | Details |
|---|---|---|
| Online gambling | Google allows ads promoting the following online gambling by state-approved entities: Lotteries Advertisers must also be certified with Google. See how to apply. | |
| Gambling-related content | Google doesn't allow the following gambling-related content: Brick and mortar casinos |
Mexico
| Product | Allowed? | Details |
|---|---|---|
| Online gambling | Google allows ads promoting the following types of online gambling as long as the advertiser evidences that the relevant landing page is operated by an operator registered with the Secretaria de Gobernacion and provides a valid license number, or that it is operated by Pronósticos para la Asistencia Pública and provides a copy of a valid agreement that evidences its character as agency (comisionista) or promotional partner (socio promocional): Online casino games (including slot machines) Bingo Lotteries Sports betting Sites that provide information about, or a comparison of, other gambling services, but do not themselves provide gambling activities that require a license. They may only provide links to gambling sites that hold a valid operating license in Mexico, but are not operated or controlled by the aggregator. Advertisers or operators must publish a warning on their landing page and also in their ads indicating that gambling isn't for minors (such as "prohibido para menores") and including messages that invite people to play responsibly (such as "juega responsablemente"). Advertisers must also be certified with Google. See how to apply. |
Morocco
| Product | Allowed? | Details |
|---|---|---|
| Gambling-related content | Google doesn't allow the following gambling-related content: Brick and mortar casinos |
Mozambique
| Product | Allowed? | Details |
|---|---|---|
| Online Gambling | Google allows ads promoting the following online gambling content as long as they are licensed by the Mozambican gambling authority: Online bingo Lotteries Sports Betting Sites that provide information about or a comparison of other gambling services licensed in Mozambique. Advertisers must also be certified with Google. See how to apply. |
Netherlands
| Product | Allowed? | Details |
|---|---|---|
| Online gambling | Google allows ads promoting the following online gambling by state licensed entities: Lotteries Online gambling Online bingo Online casino games Sports betting Advertisers must also be certified with Google. | |
| Online non-casino games | Google allows ads promoting Daily Fantasy Sports as long as they are run by state licensed entities.Advertisers must also be certified with Google. | |
| Gambling-related products | Google allows ads promoting the following gambling-related products by state licensed entities: Gambling-related promotional products such as gambling-related vouchers, bonus codes, etc. Gambling-related tutoring and educational materials such as books and e-books Gambling-related information such as tips, odds, and handicapping Advertisers must also be certified with Google. |
New Zealand
| Product | Allowed? | Details |
|---|---|---|
| Online gambling | Google allows ads promoting the following online gambling by state licensed entities: Online gambling Online bingo Sports betting Online casino games Advertisers must also be certified with Google. | |
| Gambling-related products | Google allows ads promoting the following gambling-related products by state licensed entities: Gambling-related promotional products such as gambling-related vouchers, bonus codes, etc. Gambling-related tutoring and educational materials such as books and e-books Gambling-related information such as tips, odds, and handicapping Gambling-related lotteries Advertisers must also be certified with Google. |
Nigeria
| Product | Allowed? | Details |
|---|---|---|
| Online Gambling | Google allows ads promoting the following online gambling content as long as they are licensed by the Nigerian gambling authority: Lotteries* Sports Betting Online Casino Games *Lotteries operating from the following states require state authorized licenses in addition to authorisation under the NLA: Lagos, Ogun, Ondo, Oyo, Ekiti, Akwa Ibom, Bayelsa, Cross River, Delta, Edo, Rivers, Imo, Anambra, Abia, Enugu and Ebonyi. Advertisers must also be certified with Google. See how to apply. | |
| Gambling-related products | Google allows ads promoting the following gambling-related products by state licensed entities: Gambling-related promotional products such as gambling-related vouchers, bonus codes, etc. Gambling-related tutoring and educational materials such as books and e-books Gambling-related information such as tips, odds, and handicapping Advertisers must also be certified with Google. See how to apply. |
Northern Ireland
| Product | Allowed? | Details |
|---|---|---|
| Offline gambling | Google doesn't allow offline gambling content, including brick and mortar casinos. | |
| Online gambling | Google doesn't allow online gambling content, including: Casino games Bingo Sports betting Note: UK State-owned or government-licensed lotteries are allowed. |
Norway
| Product | Allowed? | Details |
|---|---|---|
| Online gambling | Google allows ads promoting the following online gambling by state licensed entities: Online gambling Online bingo Sports betting Online casino games Advertisers must also be certified with Google. | |
| Gambling-related products | Google allows ads promoting the following gambling-related products by state licensed entities: Gambling-related promotional products such as gambling-related vouchers, bonus codes, etc. Gambling-related tutoring and educational materials such as books and e-books Gambling-related information such as tips, odds, and handicapping Gambling-related lotteries Advertisers must also be certified with Google. |
Panama
| Product | Allowed? | Details |
|---|---|---|
| Online gambling | Google allows ads promoting the following online gambling licensed by the government’s gaming commission: Casino games Sports betting Advertisers must also be certified with Google. See how to apply. | |
| Online non-casino games | Google allows ads promoting Daily Fantasy Sports as long as they are licensed by the government’s gaming commission. Advertisers must also be certified with Google. See how to apply. |
Peru
| Product | Allowed? | Details |
|---|---|---|
| Online gambling | Google allows ads promoting the following online gambling licensed by the government’s gaming commission: Online Casino games Sports betting Online gambling Online gambling comparison sites as long as no online gambling takes place on the aggregator site Advertisers must also be certified with Google. See how to apply. |
Poland
| Product | Allowed? | Details |
|---|---|---|
| Online gambling | Google allows ads promoting the following online gambling licensed by the government’s Finance Ministry: Online betting sites Online lotteries and numeric games Advertisers must also be certified with Google. |
Portugal
| Product | Allowed? | Details |
|---|---|---|
| Online gambling | Google allows ads promoting the following online gambling content as long as they are licensed by the Portuguese authorities: Online gambling Online bingo Sports betting Online casino games Sites that provide information about — or a comparison of — other gambling services licensed in Portugal, but do not themselves provide gambling activities that require a license. They may provide links to gambling services not operated or controlled by the aggregator. Advertisers must also be certified with Google. | |
| Gambling-related products | Google allows ads promoting the following gambling-related products as long as they are licensed by the Portuguese authorities: Gambling-related promotional products such as gambling-related vouchers, bonus codes, etc. Gambling-related tutoring and educational materials such as books and e-books Gambling-related information such as tips, odds, and handicapping Gambling-related lotteries Advertisers must also be certified with Google. |
Romania
| Product | Allowed? | Details |
|---|---|---|
| Online gambling | Google allows ads promoting the following online gambling as long as the advertiser is registered with the Romanian National Office for Gambling (the “ONJN”) and submits valid licensing: Casino games Fixed-odds betting (including sports betting) Bingo Lotteries Mutual betting Counterparty betting Raffle-type betting Sites that provide information about, or a comparison of, other gambling services, but do not themselves provide gambling activities that require a license (the so-called aggregators, . They may provide links to gambling services not operated or controlled by the aggregator, but which are provided by licensed gambling operators Advertisers must also be certified with Google. See how to apply. | |
| Online gambling-related products | Google allows ads promoting the following online gambling as long as the advertiser is registered with the Romanian National Office for Gambling (the “ONJN”) and submits valid licensing: Gambling-related promotional products such as gambling-related vouchers, bonus codes, etc. Gambling-related tutoring and educational materials such as books and e-books Gambling-related information such as tips, odds, and handicapping Advertisers must also be certified with Google. See how to apply. |
Serbia
| Product | Allowed? | Details |
|---|---|---|
| Online gambling | Google allows ads promoting the following online gambling as long as the advertiser is registered with the appropriate authority and submits valid licensing: Casino games Sports betting Bingo Sites that provide information about, or a comparison of, other gambling services, but do not themselves provide gambling activities that require a license. They may provide links to gambling services not operated or controlled by the aggregator. Google allows ads promoting the following online gambling-related products by state-run entities: Lotteries Advertisers must also be certified with Google. See how to apply. | |
| Online gambling-related products | Google allows ads promoting the following online gambling as long as the advertiser is registered with the appropriate authority and submits valid licensing: Gambling-related promotional products such as gambling-related vouchers, bonus codes, etc. Gambling-related tutoring and educational materials such as books and e-books Gambling-related information such as tips, odds, and handicapping Advertisers must also be certified with Google. See how to apply. |
Singapore
| Product | Allowed? | Details |
|---|---|---|
| Gambling-related content | Google doesn't allow the following gambling-related content: Location-based or "brick-and-mortar" gambling Online gambling |
Slovakia
| Product | Allowed? | Details |
|---|---|---|
| Online gambling | Google allows ads promoting the following online gambling content as long as they are licensed by the Slovakian authorities: Online gambling Online bingo Online casino games Sports betting Advertisers must also be certified with Google. See how to apply. | |
| Gambling-related products | Google allows ads promoting the following gambling-related products as long as they are licensed by the Slovakian authorities: Gambling-related tutoring and educational materials such as books and e-books Gambling-related information such as tips, odds, and handicapping Gambling-related promotional products such as gambling-related vouchers, bonus codes, etc. Gambling-related lotteries Advertisers must also be certified with Google. See how to apply. |
Slovenia
| Product | Allowed? | Details |
|---|---|---|
| Online gambling | Google allows the following online gambling by state-run entities: Lotteries Advertisers must also be certified with Google. See how to apply. |
South Africa
| Product | Allowed? | Details |
|---|---|---|
| Online gambling | Google allows ads promoting the following online gambling by state-licensed entities: Lotteries Sports Betting Advertisers must also be certified with Google. See how to apply. |
Spain
| Product | Allowed? | Details |
|---|---|---|
| Online gambling | Google allows ads promoting the following types of online gambling as long as the advertiser is registered with the Spanish gambling authority, provides the relevant valid licenses, and complies with all local regulations: Casino games Sports betting Bingo Raffles Lotteries Advertisers must also be certified with Google. See how to apply. | |
| Gambling-related products | Google allows ads promoting the following gambling-related products as long as the advertiser is registered with the Spanish gambling authority and provides the relevant valid licenses: Gambling-related promotional products such as gambling-related vouchers, bonus codes, etc. Gambling-related tutoring and educational materials such as books and e-books Gambling-related information such as tips, odds, and handicapping Advertisers must also be certified with Google. See how to apply. |
Sweden
| Product | Allowed? | Details |
|---|---|---|
| Online gambling | Google allows ads promoting the following online gambling by Spelinspektionen licensed operators: Lotteries Online gambling Online bingo Sports betting Online casino games Advertisers must also be certified with Google. | |
| Gambling-related products | Google allows ads promoting the following online gambling by Spelinspektionen licensed operators: Gambling-related promotional products such as gambling-related vouchers, bonus codes, etc. Gambling-related tutoring and educational materials such as books and e-books Gambling-related information such as tips, odds, and handicapping Gambling-related lotteries Advertisers must also be certified with Google. |
Switzerland
| Product | Allowed? | Details |
|---|---|---|
| Online gambling | Google allows ads promoting the following online gambling by state licensed entities: Lotteries Online casino games Google allows ads promoting the following online gambling-related products by state-run entities: Sports betting For both of the above, advertisers must also be certified with Google. See how to apply. |
Taiwan
| Product | Allowed? | Details |
|---|---|---|
| Gambling-related content | Google doesn't allow the following gambling-related content: Location-based or "brick-and-mortar" gambling | |
| Online gambling | Google allows ads promoting the following online gambling by state-approved entities: State-run Lotteries State-hosted Lotteries Advertisers must also be certified with Google. See how to apply. |
Tanzania
| Product | Allowed? | Details |
|---|---|---|
| Online Gambling | Google allows ads promoting the following online gambling by state-licensed entities: Lotteries Sports betting Online casinos Advertisers must also be certified with Google. See how to apply here. |
Turkey
| Product | Allowed? | Details |
|---|---|---|
| Gambling-related content | Google doesn't allow ads promoting the following gambling-related content: Offline gambling activities, including ads for physical, real-money gambling activities or establishments | |
| Online gambling | Google allows ads promoting the following online gambling by state licensed entities: Lotteries Sports betting Advertisers must also be certified with Google. | |
| Gambling-related products | Google allows ads promoting the following gambling-related products by state licensed entities: Gambling-related promotional products such as gambling-related vouchers, bonus codes, etc. Gambling-related tutoring and educational materials such as books and e-books Gambling-related information such as tips, odds, and handicapping Gambling-related lotteries Advertisers must also be certified with Google. |
Uganda
| Product | Allowed? | Details |
|---|---|---|
| Online Gambling | Google allows ads promoting the following online gambling content as long as they are licensed by the Ugandan gambling authority: Lotteries Sports Betting Online Casino Games Operator must display a message on the landing page warning that ‘Betting is addictive and can be psychologically harmful’. Advertisers must also be certified with Google. See how to apply. | |
| Gambling-related products | Google allows ads promoting the following gambling-related products by licensed entities: Gambling-related promotional products such as gambling-related vouchers, bonus codes, etc. Gambling-related tutoring and educational materials such as books and e-books Gambling-related information such as tips, odds, and handicapping Advertisers must also be certified with Google. See how to apply. |
Ukraine
| Product | Allowed? | Details |
|---|---|---|
| Gambling-related content | Google doesn't allow the following gambling-related content: Location-based or "brick-and-mortar" gambling | |
| Online gambling | Google allows ads promoting the following online gambling-related products by state-run entities: Lotteries Advertisers must also be certified with Google. See how to apply. |
United Arab Emirates
| Product | Allowed? | Details |
|---|---|---|
| Gambling-related content |  Not allowed |
Google doesn't allow the following gambling-related content: Brick and mortar casinos |
United Kingdom
| Product | Allowed? | Details |
|---|---|---|
| Online gambling | Google allows ads promoting the following online gambling content as long as the advertiser is registered with the Gambling Commission and provides a valid operating license number. Online bingo Sports betting Online casino games Lotteries Sites that provide information about, or a comparison of, other gambling services, but do not themselves provide gambling activities that require a license. They may provide links to gambling services not operated or controlled by the aggregator. Advertisers must also be certified with Google. See how to apply. | |
| Gambling-related products | Google allows ads promoting the following gambling-related products: Gambling-related promotional products such as gambling-related vouchers, bonus codes, etc. Gambling-related tutoring and educational materials such as books and e-books Gambling-related information such as tips, odds, and handicapping Advertisers must also be certified with Google. See how to apply. Note: Google does not allow online gambling content in Northern Ireland except for UK State-owned or government-licensed lotteries. |
United States
| Product | Allowed? | Details |
|---|---|---|
| Online non-casino games | Google doesn't allow advertising for Internet-based games where money or other items of value are paid or wagered to win a greater sum of money or other item of value, except for Daily Fantasy Sports in certain states where legal. Daily Fantasy Sports advertisers must meet the following requirements, in addition to holding a state license where required: Ads may not target minors (younger than 18 years old). A disclaimer explaining that the service is intended only for adult users must be featured on the landing page. Information for problem gamblers must be in the ad creative and / or on the landing page. Advertisers cannot imply affiliations with schools or universities. If advertisers are targeting their ads in a state that does not require a license, the advertisers must be licensed in at least one other state that does require a license to operate. Advertisers must also be certified with Google. See how to apply here. | |
| Online gambling | Google allows ads promoting the following types of online gambling by state-run and state-licensed entities targeting certain states where legal or not otherwise prohibited: Horse racing Sports betting Online casinos Lotteries Lottery courier advertisers targeting states that do not require a license must hold a valid license in at least one other state that mandates licensing for such operations. Advertisers must: Not target users under 21 or users outside of the state(s) where they are licensed, and Include a warning against the dangers of addictive and compulsive gambling and related assistance information on the landing page or in the creative Google allows national targeting for ads promoting sports betting on YouTube. Advertisers must: Not target users under 21 Include a warning against the dangers of addictive and compulsive gambling and related assistance information on the landing page or in the creative and Adhere to all state specific laws and regulations Advertisers promoting any of these categories of online gambling must also be certified with Google. See how to apply. |
Social casino games country restrictions
Google Ads accounts can target social casino ads only to the countries listed in the two groups below. Due to differences in legal and technical requirements, a single Google Ads account can’t target countries from both groups. Advertisers who want to target both groups of countries must create a separate account for each group.
Group 1
Australia, Austria, Brazil, Bulgaria, Canada, Colombia, Czech Republic, Denmark, Finland, France, Germany, Greece, Hungary, Ireland, Israel, Japan, Latvia, Lithuania, Mexico, Mozambique, Netherlands, New Zealand, Nigeria, Norway, Peru, Portugal, Romania, Russia, Serbia, Slovakia, South Africa, Spain, Sweden, Switzerland, United Kingdom, United States
| Product | Allowed? | Details |
|---|---|---|
| Social casino games | Google allows social casino game ads if: The advertiser is the operator (or an agency representing the operator) of social casino games (aggregators and affiliates will not be accepted) The advertiser holds a valid local license for distribution of their games in the targeted countries, where applicable Ads, sites, or apps don’t use real-money gambling logos, names, or marks Advertisers must also be certified with Google. See how to apply. |
Group 2
Hong Kong, India, Korea, Malaysia, Taiwan, Thailand, Vietnam
| Product | Allowed? | Details |
|---|---|---|
| Social casino games | Google allows social casino game ads if: The advertiser is the operator (or an agency representing the operator) of social casino games (aggregators and affiliates will not be accepted) The advertiser holds a valid local license for distribution of their games in the targeted countries, where applicable Ads, sites, or apps don’t use real-money gambling logos, names, or marks Advertisers must also be certified with Google. See how to apply. |
How to fix a violation
Here's more detail about each violation and what you can do if your ad is disapproved.
Gambling ad targets a restricted country
- Read the policy above to see the types of gambling-related content that we don't allow and the country-specific restrictions for places that your campaign targets. If you're not properly licensed to promote gambling, you won't be able to run ads promoting gambling-related content.
See the country requirements
If you do meet the requirements: - Apply to be certified by Google. If you haven't already, send us your official gambling licensing information -- see how to apply. You need to complete the application form for every country that you'd like to target. If your application is approved, please request a review of your disapproved ads so they can start running.
- Target your certified location. If you are properly licensed and have already been certified by Google, edit your location targeting to target only the countries for which you submitted in your certification request. If you'd like to target a new location, you need to apply again specifically for that country. Once you're targeting only countries where you've been certified by Google, please request a review of your disapproved ads so they can start running.
If you don't meet the requirements: - Target a different location. If your ad meets the basic policy requirements but not those for the countries that your campaign targets, you can choose to edit your location targeting to run your ads somewhere else where they do meet our requirements. Once you target your campaign only to acceptable locations, please request a review of your disapproved ads, and we'll check if they can start running:
Request a review - Change your ad's landing page. If your ad leads to content that violates this policy, edit the landing page to make it comply. Once you've fixed the violation, resubmit your ad using the steps below.
Or, you can change your final URL to point to another part of your website or app that doesn't violate this policy. - Remove that content from your ad.
If your ad violates this policy, please edit it to make it comply.Take me to my account- On your Ads tab, hover over the ad you want to edit.
- Click the pencil icon next to your ad to edit it.
- Click Save when you're done.
Once you edit and save your ad, it gets sent to us for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and landing page, we can review your ad to start running. If you've made changes to fix certain kinds of violations, you might be able to resubmit your entire campaign for review. - On your Ads tab, look at the "Status" column. Hover over the white speech bubble
next to "Disapproved."
- Click "Resubmit my campaign for review." Remember that this link will appear only if your ad was disapproved for certain violations.
- Follow the on-screen instructions to resubmit the eligible disapproved ads in your campaign.
If you aren't able to fix these violations, or you choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.
Gambling certificate required
- Read the policy above to see the types of gambling-related content that we don't allow and the country-specific restrictions for places that your campaign targets. If you're not properly licensed to promote gambling, you won't be able to run ads promoting gambling-related content.
See the country requirements
If you do meet the requirements: - Apply to be certified by Google. If you haven't already, send us your official gambling licensing information -- see how to apply. You need to complete the application form for every country that you'd like to target. If your application is approved, please request a review of your disapproved ads so they can start running.
- Target your certified location. If you are properly licensed and have already been certified by Google, edit your location targeting to target only the countries for which you submitted in your certification request. If you'd like to target a new location, you need to apply again specifically for that country. Once you're targeting only countries where you've been certified by Google, please request a review of your disapproved ads so they can start running.
If you don't meet the requirements: - Target a different location. If your ad meets the basic policy requirements but not those for the countries that your campaign targets, you can choose to edit your location targeting to run your ads somewhere else where they do meet our requirements. Once you target your campaign only to acceptable locations, please request a review of your disapproved ads, and we'll check if they can start running:
Request a review - Change your ad's landing page. If your ad leads to content that violates this policy, edit the landing page to make it comply. Once you've fixed the violation, resubmit your ad using the steps below.
Or, you can change your final URL to point to another part of your website or app that doesn't violate this policy. - Remove that content from your ad.
If your ad violates this policy, please edit it to make it comply.Take me to my account- On your Ads tab, hover over the ad you want to edit.
- Click the pencil icon next to your ad to edit it.
- Click Save when you're done.
Once you edit and save your ad, it gets sent to us for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and landing page, we can review your ad to start running. If you've made changes to fix certain kinds of violations, you might be able to resubmit your entire campaign for review. - On your Ads tab, look at the "Status" column. Hover over the white speech bubble
- Click "Resubmit my campaign for review." Remember that this link will appear only if your ad was disapproved for certain violations.
- Follow the on-screen instructions to resubmit the eligible disapproved ads in your campaign.
If you aren't able to fix these violations, or you choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.
URL does not match gambling certificate
When you apply for certification to run gambling-related ads, your certificate is limited to the specific website that you included in your application. Your gambling ads can use only that approved website. Here are your options:
- Apply to have another website certified by Google. If you want to promote a different website than the one you originally applied for, submit another application -- see how to apply. You need to complete the application form for every country that you'd like to target. If your application is approved, please request a review of your disapproved ads so they can start running.
- Use the approved website for your ad. Edit your ad's URL to match the one you submitted in your certification application.Take me to my account
- On your Ads tab, hover over the ad you want to edit.
- Click the pencil icon next to your ad to edit your ad's URL.
- Click Save when you're done.
Once you edit and save your ad, it gets sent to us for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and landing page, we can review your ad.
If you aren't able to fix these violations, or you choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.
Apply for certification to promote gambling
- See the policy and country-specific requirements, and confirm that you meet those requirements.
- Apply for certification:
- If you are a privately-licensed operator in one of the countries where we permit online gambling content, please fill out the online gambling application form in the Google Ads Help Center. To help prevent unnecessary delays, be sure to provide all of the requested information.
- If you operate in one of the countries where we allow only state-run entities, please use this form. When completing the form:
* In Summary of the issue: Note that you’re requesting certification to advertise as a state-run gambling entity, and provide your website URL.
* In Campaign name and Ad group name: Enter N/A if you haven’t set up a campaign or ad group yet. - If you are a social casino game operator, please use this form to submit your website URL or app, Google Ads customer ID, and the country group you are targeting.
- If you want to target more than one country, please submit a separate application form for each country.
Effect of the policy
If your ad meets the requirements above and is eligible, here are details of how it can run:
| Certification |
|---|
 Advertisers need to apply for certification from Google in order to run certain types of gambling-related ads. See more details above. |
| Country |
|---|
| See the requirements above to learn where certain kinds of gambling ads can and cannot run. If your ad campaign targets only countries where we don't allow these ads, your ad will be labeled "Disapproved" and won't run at all. If your ad campaign targets allowed and disallowed countries, your ad will be labeled "Eligible (limited)" and won't run in the disallowed countries (but can run in the allowed countries). |
| Ad Formats |
|---|
Acceptable ad formats can vary depending on factors such as the platform you're using, the status of your ad, and whether a publisher or partner has opted to show such ads. Here are some typical examples, though they may vary:  Cannot promote gambling: Gmail ads Shopping ads Reservation display ads Consumer ratings annotations |
What happens if you violate our policies
Ad or asset disapproval: Ads and assets that don't follow this policy may be disapproved. A disapproved ad won't run until the policy violation is fixed and the ad is eligible.
Account suspension: An account may be suspended if you have several violations or a serious violation. If this happens, all ads in the suspended account will stop running, and we may no longer accept advertising from you. Any related accounts may also be permanently suspended and your new accounts may be automatically suspended at setup.Learn more about suspended accounts
To ensure a safe and positive experience for users, Google requires that advertisers comply with all applicable laws and regulations in addition to the Google Ads policies. It's important to familiarize yourself with and keep up to date on these requirements for the places where your business operates, as well as any other places your ads are showing. When we find content that violates these requirements, we may block it from appearing, and in cases of repeated or serious violations, you may no longer be able to advertise with Google.
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