Google Ads gambling policy: certification and affiliate rules
Google allows gambling ads only from certified advertisers, only in listed countries and only for products that are licensed there. The rules are in Google’s Gambling and games policy, which has separate sections for each country. Operators and affiliates, such as Primestake’s comparison sites for Swedish casino players, are both covered, with different requirements.
Certification
Advertisers must apply to Google for certification before running ads that promote gambling. Certification is granted per country. The applicant must hold a valid licence for each country targeted and provide evidence of it. An account cannot hold both online gambling certification and social casino games certification.
Google defines gambling broadly, as staking something of value on an outcome determined by chance with the opportunity to win something of value, and by local law where that is wider. Prize promotions run by retailers for their own goods and services are outside the scope.
What counts as gambling-promoting content
The policy covers ads that offer gambling directly and ads that promote it. Affiliate and aggregator sites that compare gambling services are named as a permitted type of gambling-promoting content. They are allowed under conditions:
- They must not offer gambling services themselves.
- They must not link to gambling services they own.
- The operators they promote must hold the required licence in the targeted country.
- Certified aggregators must link only to licensed operators and state this, typically in the site footer.
Landing page requirements
Gambling ads must lead to a landing page that displays responsible gambling information. For certified destinations, Google also expects:
- An age warning
- Information on gambling addiction and where to get help
- Terms and conditions
- A footer with the licensee’s name, licence number and a privacy policy
Ads and destinations must never target minors. In the United States, the policy sets additional age and state restrictions.
Country rules for selected markets
The policy lists allowed products and conditions for each country. A selection:
| Country | Allowed online products (summary) | Licence condition |
|---|---|---|
| Sweden | Lotteries, online gambling, online bingo, sports betting, online casino games | Operator licensed by Spelinspektionen |
| United Kingdom (excluding Northern Ireland) | Online bingo, sports betting, online casino games, lotteries, raffles or prize draws | Gambling operators registered with the Gambling Commission, with a valid operating licence number |
| Northern Ireland | State-owned or government-licensed lotteries only | Online gambling of other types is not allowed |
| Canada | Lotteries, sports betting, online casinos, fantasy sports where licensable | Licensed by the relevant province; ads must target only that province |
Check the policy’s country table before every launch, because Google updates it as markets change. Products not listed for a country cannot be certified there.
Market rules still apply
Google certification does not replace the regulator’s advertising rules. In Sweden, gambling marketing must be moderate and must not be aimed at under-18s (Gambling Act, Ch. 15, § 1), and must include the minimum age and a support contact (Ch. 15, § 3). In Ontario, AGCO Standard 2.05 prohibits public advertising of inducements and bonuses, and its guidance names targeted and algorithm-based ads as included. A search ad promoting a welcome bonus in Ontario would therefore conflict with the standard even if Google approved it. In Great Britain, the CAP Code applies to paid search ads like any other ad.
Brand keywords and affiliates
Many operators restrict affiliates from bidding on their brand name. Google’s trademarks policy does not restrict the use of trademarks as keywords, only their use in ad text, and only after a complaint from the trademark owner. Brand bidding by affiliates is therefore a contract matter between operator and affiliate. Set the rule in your affiliate terms and monitor search results for your brand.
Checklist before running gambling ads
- Certification approved for each target country
- Licence number and licensee name in the landing page footer
- Responsible gambling information, age warning and help resources on the landing page
- Terms and conditions linked from the landing page
- Ad copy reviewed against the local regulator’s rules, not only Google’s
- Location targeting limited to licensed regions, including at province level in Canada
- Brand bidding rules for affiliates written into contracts
Search without paid media
Paid search is one route to players with clear intent. Organic comparison content is another, without certification limits on reach. Primestake’s Swedish sites, such as Bankidcasinon.se for BankID casinos, rank for need-based searches and list only operators licensed by Spelinspektionen. See what Primestake offers licensed operators.