Google announced this policy change on February 18, 2026, and it took effect on March 10, 2026. Advertisers can promote lotteries, internet gaming, and sports wagering services in the UAE only if their company is licensed by the GCGRA and also certified by Google. This does not mean an open access door. In this case, the advertising network follows the licensing approach used in the UAE.
From Lottery-Only to Broader Coverage
This policy update from Google comes after another similar update within less than a year. Google had previously allowed only lottery advertising in the UAE market. The latest policy update in March 2026 now includes internet gaming and sports wagering.
UAE’s official gambling regulator has actually classified these sectors within the regulatory regime governing commercial gaming in the UAE. According to the GCGRA, its jurisdiction includes lottery, internet gaming, sports wagering, and land-based gaming establishments. It further specifies that it is the only body authorized to grant licenses for commercial gaming in the UAE.
The regulator’s licensee register already lists “The Game LLC” for lottery services and “Coin Technology Projects LLC” for both internet gaming and sports wagering. This appears to be the case where Google’s revised policy catches up with an existing license framework, not one still under construction. A GCGRA license is still a hard pass to go through. Google Ads is a route into which operators can tap, provided they’re authorized.
A Tighter Market, Not a Loose One
There is another boundary in place. The UAE regulator has stated that any unlicensed commercial gambling activity is illegal. Alongside operators, it also concerns the consumers who use unlicensed operators, as they may also face legal risk. In addition to that, Google’s certification program provides a second layer of compliance checks.
The UAE policy change did not arrive in isolation. On March 23, 2026, Google also tightened certification eligibility across gambling and games categories by requiring applicants to show good policy health.
This is an example of strategic infrastructure deployment rather than mass liberalization. Google has aligned its advertising policies with the UAE’s regulatory scheme. That gives a legal avenue to licensed entities to gain search presence. At the same time, the regulator highlighted the difference between regulated supply and unregulated supply. The real test will be if there are new licensees in the market and if the big platforms continue to tighten access requirements.
