Google Eases Programmatic Gambling Ad Access in 37 Markets

Google will widen the number of markets where gambling ads can reach publisher inventory through Authorized Buyers. The change takes effect on August 10, 2026, but leaves the separate Google Ads certification system in place.

The update covers online gambling and social casino campaigns bought through Google’s programmatic marketplace. Authorized Buyers allows demand-side platforms and ad networks to bid on inventory available through AdSense, Ad Manager, and AdMob.

Authorized Buyers Gets a Wider Route

According to the notice, Authorized Buyers will no longer need to certify each end advertiser with Google under the updated policy. Campaigns will have to comply with local laws, license requirements, and Google’s content rules.

This will now cover 37 markets ranging from major regulated markets such as the UK, Germany, Sweden, Australia, and Canada to those markets like Brazil, Mexico, South Africa, Japan, Turkey, and the Philippines.

Google says it will release the final wording of its policy on the day when it comes into effect.

Google Ads Keeps Its Certification Wall

This policy revision only affects Authorized Buyers. Those who advertise on behalf of operators and gambling affiliates via Google Ads will continue to go through the normal approval process on the platform.

This would create a definitive separation between two advertising routes that are managed by Google. Online gambling campaigns placed through Google Ads will continue to require certification in markets where they are permitted. Programmatic buyers will get broader access to eligible publisher inventory without the same end-advertiser verification step.

Advertising requirements do not change. Gambling ads must:

Target approved countries;
Not target minors;
Direct users to landing pages containing responsible gambling information.

Licenses will continue to be required locally where national law mandates it. As for gambling ads from social casinos, they will be subject to extra requirements:

Their ads must make clear that users cannot win prizes with real-world value;
They must also disclose in-app purchases;
Branding linked to real-money operators must be avoided.

Publishers May See More Gambling Demand

Google informed AdSense publishers that they may see an increase in gambling ads in the affected markets because of the change. Publishers can block specific categories, advertiser URLS, or even Authorized Buyers via their own account settings.

These settings may become more important from August 10. Websites that allow gambling advertising could receive demand from a broader pool of programmatic buyers. Blocking categories or buyers can reduce unwanted advertising, but it may also remove bidders from the auction.

The policy gives programmatic buyers easier access without relaxing the basic rules for what an ad may contain. The immediate commercial effect will depend on publisher settings and local enforcement. Operators may gain another acquisition route, while publishers will need to decide whether the added demand fits their audience and compliance position.