Google Ads expands gambling ad certification checks ahead of 14 September 2026 deadline

Casino ads you see in Google search results may start to look cleaner — and some operators could disappear from view — as Google tightens who can run gambling-and-games ads under its certification system.

Google Ads has updated its Gambling and Games Policy so that certification requirements introduced in March now apply across all categories covered by the policy. In July, Google said that from 14 September 2026, any account that wants to advertise in any gambling and games category must be able to “demonstrate good policy health.”

Under the updated approach, eligibility to apply for new online gambling certificates can be forfeited, and existing certifications can be revoked, if manager accounts (MCCs) have repeated online gambling certificate revocations. The same risk applies if accounts managed under an MCC repeatedly get flagged for gambling violations while using a certificate.

Google also reiterated existing certification rules about domains. Sites hosted on free subdomains are not eligible, and the domain used for certification must be directly owned and controlled by the business. The company also pointed advertisers back to editorial standards calling for clear, professional ads that lead to functional, easy-to-navigate destinations with unique user value.

The wider context is an ongoing push in 2026 to curb illegal gambling advertising by unlicensed operators across online platforms in regulated markets. UK Gambling Commission Executive Director Tim Miller criticized tech platforms in June, calling it “nonsensical” to claim they can’t stop non-GamStop ads. The Dutch regulator Kansspelautoriteit has also complained about TikTok and Meta, and Dutch trade association VNLOK filed a complaint about illegal gambling ads on Meta’s platforms with the European Commission.