Update to Gambling and Games Policy (September 2024)

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On October 15, 2024 the Google Ads Gambling and games policy United Kingdom country-specifics will be updated. We will begin to accept ads from operators of raffles, free draws or prize draws who are registered with the UK Fundraising Regulator or the Scottish Charity Register.

Product	Allowed?	Details
Online gambling	Allowed with limitations	Google allows ads promoting the following online gambling content as long as the advertiser is registered with the Gambling Commission and provides a valid operating license number. Online bingo Sports betting Online casino games Lotteries Sites that provide information about, or a comparison of, other gambling services, but do not themselves provide gambling activities that require a license. They may provide links to gambling services not operated or controlled by the aggregator. Google allows ads promoting raffles, free draws, or prize draws as long as the operators are registered with the UK Fundraising Regulator or the Scottish Charity Register. Advertisers must also be certified with Google. See how to apply.
Gambling-related products	Allowed with limitations	Google allows ads promoting the following gambling-related products: Gambling-related promotional products such as gambling-related vouchers, bonus codes, etc. Gambling-related tutoring and educational materials such as books and e-books Gambling-related information such as tips, odds, and handicapping Advertisers must also be certified with Google. See how to apply. Note: Google does not allow online gambling content in Northern Ireland except for UK State-owned or government-licensed lotteries.

Advertisers must apply for certification.

The Gambling and games policy page will be updated when the policy goes into effect on October 15, 2024.

(Posted on September 14, 2024)