Key Moments:
- Starting March 23, 2026, Google will enforce stricter eligibility checks for gambling advertisers in Europe, the Middle East, and Africa.
- Operators must prove compliance with a “good health policy” and show a strong record of responsible behavior to keep certification.
- New rules will ban free hosting and subdomain use, and require sites to show a direct link to the licensed gambling industry.
Expanded Certification Standards Announced
Google’s Ads division in Dublin has announced policy changes for gambling advertising in Europe, the Middle East, and Africa. Starting March 23, 2026, advertisers will face more rigorous eligibility checks. For example, they must prove they follow a “good health policy” before they can receive or renew certification.
Moreover, Google will place greater emphasis on an applicant’s prior conduct. The company will review past compliance, current practices, and stated future plans. Consequently, repeated violations or revoked certifications may lead to application denial or certification loss.
Heightened Requirements for Hosting and Site Structure
In addition to stricter vetting, Google is introducing tougher hosting and site-structure rules. First, free website hosting will no longer be accepted. Second, gambling platforms may no longer operate as subdomains under third-party providers. Instead, sites must clearly link to the licensed gambling sector. Also, ownership of second-level domains is not allowed under the new framework.
Although Google did not explain the timing, these changes come as regulators across Europe increase scrutiny of gambling ads. Furthermore, regulatory approaches differ widely among EU and non-EU regions, including the UK, Switzerland, and Norway. For instance, Italy banned gambling advertising in 2018, which pressures platforms like Google to comply with local rules.
Addressing the Risks of Illegal Gambling Ads
Unauthorized gambling promotions continue to alarm regulators in many jurisdictions. For example, the UK Gambling Commission recently highlighted the rise of “non-Gamstop casinos” and urged platforms like Meta to act. “The commission shouldn’t have to do Meta’s job for it,” said Tim Miller, executive director at the UKGC during the ICE trade show in Barcelona this week.
Therefore, Google’s updated certification and hosting requirements aim to exclude non-compliant operators. As a result, the company may reduce the risk of penalties, enforcement actions, and reputational harm across the European gambling market.
| Region | Policy Changes Effective | Key Requirements |
|---|---|---|
| Europe, Middle East, Africa | March 23, 2026 |
|
- Author
Daniel Williams
