Google is rolling out tougher standards for gambling advertisers across Europe, the Middle East, and Africa, effective March 23, 2026.

Advertisers seeking approval to run gambling campaigns will need to pass new eligibility checks that prove they meet Google’s “good health policy” criteria, with greater emphasis placed on their historical compliance and overall track record, according to its Dublin-based Ads unit.

From Public Gaming:

Past compliance, current conduct and stated commitments for the future will all be scrutinised more closely. Advertisers with repeated violations or prior certification revocations could lead to advertisers being denied approval or losing existing certification.

Google is also tightening its requirements for how gambling platforms are hosted and structured. Free hosting services will no longer be acceptable, and operators cannot run their sites as subdomains under third-party providers. To qualify, platforms must demonstrate a direct connection to the licensed gambling industry, while ownership of second-level domains is prohibited.

The move comes amid mounting scrutiny of gambling advertising across Europe. In Italy, where gambling advertising has been banned since 2018, Google and X have faced legal and regulatory action for breaching the prohibition.
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