Gambling and games

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Display & Video 360 users must comply with this Google Ads policy. Visit the Display & Video 360 help center for additional restrictions.

Authorized Buyers users must comply with this Google Ads policy. Visit the Authorized Buyers help center for additional restrictions.

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We support responsible gambling advertising and abide by local gambling laws and industry standards, so we don’t allow certain kinds of gambling-related advertising. Gambling-related ads are allowed if they comply with the policies below and the advertiser has received the proper Google Ads certification. Gambling ads must target approved countries, have a landing page that displays information about responsible gambling, and never target minors. Check local regulations for the areas you want to target.

Below are some examples of gambling-related content that we allow only under certain conditions.

Offline gambling

This image represents the Google Ads policy for offline gambling.

Promotion of physical, real-money gambling activity or establishments

Examples: "Brick and mortar casinos” in Las Vegas or Macau, entertainment event at casinos, streaming of offline poker tournaments

Online gambling

This image represents the Google Ads policy for online gambling.

If you want to advertise for online gambling, you must be certified by Google. Learn how to apply for certification.

Promotion of online, real-money gambling

Examples: Online casinos or bookmakers, bingo or slots sites or apps, online lottery ticket or scratch card purchase, online sports betting, games played with virtual currencies or items that have real-world value

Promotion of sites that contain or link to content relating to online gambling

Examples: Promotional products such as vouchers or bonus codes; educational materials such as tutorials or e-books; software such as poker odds calculators; other gambling-related information including tips, odds, handicapping, and sports picks; aggregator or affiliate sites that promote gambling-related content

Online non-casino games

This image represents the Google Ads policy for online non-casino games.

Any internet-based game where money or other items of value are paid or wagered in exchange for the opportunity to win real money or prizes based on the outcome of the game

Examples: Fantasy sports, online chess tournaments, or "match-three" video games played for money or prizes

Social casino games

This image represents the Google Ads policy for social casino games.

Social casino game ads are allowed if they comply with the policies below and the advertiser has received the proper Google Ads certification. Social casino game ads must target approved countries and should not appeal to minors. Check local regulations for the areas you want to target.

Promotion of social casino games, which are online simulated gambling games where there is no opportunity to win anything of value, such as money or prizes.

For social casino game ads and destinations, the following is not allowed:

Social casino game destinations that offer gambling or games where the opportunity exists to win real money or prizes based on the outcome of the game.

Promotion of "real money gambling" destinations. This includes gambling-related advertisements that appear on your social casino games destination.

Gambling country restrictions

In addition to the requirements above, there may be further restrictions based on which countries your campaign targets. Check for restrictions by country, below. If a country isn't listed, it means Google Ads currently does not support gambling advertising in that country.

See country requirements

Brazil

France (and overseas territories)

Product

Allowed?

Details

Online gambling

No issues detected and positive check mark icon

Allowed with limitations

Google allows ads promoting the following online gambling as long as the advertiser is registered with ANJ (Autorité Nationale des Jeux), provides a valid operating license number, operates on a ".fr" domain, and publishes a warning on the landing page and also any image ads against excessive or pathological gaming as well as a message referring to the help and information system as foreseen by the gambling laws:

Online gambling
Online bingo
Sports betting
Lotteries

Gambling aggregators are 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 only provide links to gambling sites that hold an ANJ operating license, but are not operated or controlled by the aggregator. Aggregators must display a message on the landing page warning against excessive or pathological gaming.

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 as long as the advertiser is registered with ANJ (Autorité Nationale des Jeux), provides a valid operating license number, operates on a ".fr" domain, and publishes a warning on the landing page and also any image ads against excessive or pathological gaming as well as a message referring to the help and information system as foreseen by the gambling laws:

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.

Republic of Ireland (excluding Northern Ireland)

Product

Allowed?

Details

Online non-casino games

Allowed with limitations

Google doesn't allow advertising for Internet-based games where money or other items of value are paid or wagered to win a greater sum of money or other item of value, except for Daily Fantasy Sports in certain states where legal.

Daily Fantasy Sports advertisers must meet the following requirements, in addition to holding a state license where required:

Ads may not target minors (younger than 18 years old).

A disclaimer explaining that the service is intended only for adult users must be featured on the landing page.

Information for problem gamblers must be in the ad creative and / or on the landing page.

Advertisers cannot imply affiliations with schools or universities.

If advertisers are targeting their ads in a state that does not require a license, the advertisers must be licensed in at least one other state that does require a license to operate.

Advertisers must also be certified with Google. See how to apply here.

Online gambling

Allowed with limitations

Google allows ads promoting the following types of online gambling by state-run and state-licensed entities targeting certain states where legal or not otherwise prohibited:

Horse racing

Sports betting

Online casinos

Lotteries

Lottery courier advertisers targeting states that do not require a license must hold a valid license in at least one other state that mandates licensing for such operations.

Advertisers must:

Not target users under 21 or users outside of the state(s) where they are licensed, and

Include a warning against the dangers of addictive and compulsive gambling and related assistance information on the landing page or in the creative

Google allows national targeting for ads promoting sports betting on YouTube.

Advertisers must:

Not target users under 21

Include a warning against the dangers of addictive and compulsive gambling and related assistance information on the landing page or in the creative and

Adhere to all state specific laws and regulations

Advertisers promoting any of these categories of online gambling must also be certified with Google. See how to apply.

Vietnam

Social casino games country restrictions

Google Ads accounts can target social casino ads only to the countries listed in the two groups below. Due to differences in legal and technical requirements, a single Google Ads account can’t target countries from both groups. Advertisers who want to target both groups of countries must create a separate account for each group.

Group 1

Group 2

How to fix a violation

Here's more detail about each violation and what you can do if your ad is disapproved.

Gambling ad targets a restricted country

Read the policy above to see the types of gambling-related content that we don't allow and the country-specific restrictions for places that your campaign targets. If you're not properly licensed to promote gambling, you won't be able to run ads promoting gambling-related content.
See the country requirements

If you do meet the requirements:
Apply to be certified by Google. If you haven't already, send us your official gambling licensing information -- see how to apply. You need to complete the application form for every country that you'd like to target. If your application is approved, please request a review of your disapproved ads so they can start running.
Target your certified location. If you are properly licensed and have already been certified by Google, edit your location targeting to target only the countries for which you submitted in your certification request. If you'd like to target a new location, you need to apply again specifically for that country. Once you're targeting only countries where you've been certified by Google, please request a review of your disapproved ads so they can start running.

If you don't meet the requirements:
Target a different location. If your ad meets the basic policy requirements but not those for the countries that your campaign targets, you can choose to edit your location targeting to run your ads somewhere else where they do meet our requirements. Once you target your campaign only to acceptable locations, please request a review of your disapproved ads, and we'll check if they can start running:
Request a review
Change your ad's landing page. If your ad leads to content that violates this policy, edit the landing page to make it comply. Once you've fixed the violation, resubmit your ad using the steps below.

Or, you can change your final URL to point to another part of your website or app that doesn't violate this policy.
Remove that content from your ad.
If your ad violates this policy, please edit it to make it comply.Take me to my account
- On your Ads tab, hover over the ad you want to edit.
- Click the pencil icon next to your ad to edit it.
- Click Save when you're done.
Once you edit and save your ad, it gets sent to us for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and landing page, we can review your ad to start running. If you've made changes to fix certain kinds of violations, you might be able to resubmit your entire campaign for review.
- On your Ads tab, look at the "Status" column. Hover over the white speech bubble next to "Disapproved."
- Click "Resubmit my campaign for review." Remember that this link will appear only if your ad was disapproved for certain violations.
- Follow the on-screen instructions to resubmit the eligible disapproved ads in your campaign.

If you aren't able to fix these violations, or you choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.

Gambling certificate required

Read the policy above to see the types of gambling-related content that we don't allow and the country-specific restrictions for places that your campaign targets. If you're not properly licensed to promote gambling, you won't be able to run ads promoting gambling-related content.
See the country requirements

If you do meet the requirements:
Apply to be certified by Google. If you haven't already, send us your official gambling licensing information -- see how to apply. You need to complete the application form for every country that you'd like to target. If your application is approved, please request a review of your disapproved ads so they can start running.
Target your certified location. If you are properly licensed and have already been certified by Google, edit your location targeting to target only the countries for which you submitted in your certification request. If you'd like to target a new location, you need to apply again specifically for that country. Once you're targeting only countries where you've been certified by Google, please request a review of your disapproved ads so they can start running.

If you don't meet the requirements:
Target a different location. If your ad meets the basic policy requirements but not those for the countries that your campaign targets, you can choose to edit your location targeting to run your ads somewhere else where they do meet our requirements. Once you target your campaign only to acceptable locations, please request a review of your disapproved ads, and we'll check if they can start running:
Request a review
Change your ad's landing page. If your ad leads to content that violates this policy, edit the landing page to make it comply. Once you've fixed the violation, resubmit your ad using the steps below.

Or, you can change your final URL to point to another part of your website or app that doesn't violate this policy.
Remove that content from your ad.
If your ad violates this policy, please edit it to make it comply.Take me to my account
- On your Ads tab, hover over the ad you want to edit.
- Click the pencil icon next to your ad to edit it.
- Click Save when you're done.
Once you edit and save your ad, it gets sent to us for review. Most ads are reviewed within 1 business day, though some can take longer if they need a more complex review. If we find that you've removed the unacceptable content from your ad and landing page, we can review your ad to start running. If you've made changes to fix certain kinds of violations, you might be able to resubmit your entire campaign for review.
- On your Ads tab, look at the "Status" column. Hover over the white speech bubble next to "Disapproved."
- Click "Resubmit my campaign for review." Remember that this link will appear only if your ad was disapproved for certain violations.
- Follow the on-screen instructions to resubmit the eligible disapproved ads in your campaign.

If you aren't able to fix these violations, or you choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.

URL does not match gambling certificate

Apply for certification to promote gambling

See the policy and country-specific requirements, and confirm that you meet those requirements.
Apply for certification:
- If you are an operator in one of the countries where we permit online gambling content, please fill out the online gambling application form in the Google Ads Help Center. To help prevent unnecessary delays, be sure to provide all of the requested information.
- If you are a Social Casino Game operator in one of the countries where we permit social casino gaming content, please fill out this form to submit your website URL or app ID for certification.
If you want to target more than one country, please submit a separate application form for each country.

Effect of the policy

If your ad meets the requirements above and is eligible, here are details of how it can run:

Certification
Advertisers need to apply for certification from Google in order to run certain types of gambling-related ads. See more details above.

Country

See the requirements above to learn where certain kinds of gambling ads can and cannot run.

If your ad campaign targets only countries where we don't allow these ads, your ad will be labeled "Disapproved" and won't run at all.

If your ad campaign targets allowed and disallowed countries, your ad will be labeled "Eligible (limited)" and won't run in the disallowed countries (but can run in the allowed countries).

Ad Formats
Acceptable ad formats can vary depending on factors such as the platform you're using, the status of your ad, and whether a publisher or partner has opted to show such ads. Here are some typical examples, though they may vary: Cannot promote gambling: Gmail ads Shopping ads Reservation display ads Google TV masthead ads

What happens if you violate our policies

Ad or asset disapproval: Ads and assets that don't follow this policy may be disapproved. A disapproved ad won't run until the policy violation is fixed and the ad is eligible.

Account suspension: An account may be suspended if you have several violations or a serious violation. If this happens, all ads in the suspended account will stop running, and we may no longer accept advertising from you. Any related accounts may also be permanently suspended and your new accounts may be automatically suspended at setup.Learn more about suspended accounts

To ensure a safe and positive experience for users, Google requires that advertisers comply with all applicable laws and regulations in addition to the Google Ads policies. It's important to familiarize yourself with and keep up to date on these requirements for the places where your business operates, as well as any other places your ads are showing. When we find content that violates these requirements, we may block it from appearing, and in cases of repeated or serious violations, you may no longer be able to advertise with Google.

Need help?

If you have questions about our policies, contact Google Ads Support.

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Product	Allowed?	Details
Gambling-related content	Not allowed	Google doesn't allow the following gambling-related content: Brick and mortar casinos Physical gambling equipment
Online non-casino games	Not allowed	Google doesn't allow advertising for Internet-based games where money or other items of value are paid or wagered to win a greater sum of money or other item of value.

Product	Allowed?	Details
Gambling-related content	Not allowed	Google doesn't allow the following gambling-related content: Brick and mortar casinos
Online non-casino games	Not allowed	Google doesn't allow advertising for Internet-based games where money or other items of value are paid or wagered to win a greater sum of money or other item of value.

Product	Allowed?	Details
Gambling-related content	Not allowed	Google doesn't allow the following gambling-related content: Location-based or "brick-and-mortar" gambling
Online non-casino games	Not allowed	Google doesn't allow advertising for Internet-based games where money or other items of value are paid or wagered to win a greater sum of money or other item of value.

Product	Allowed?	Details
Gambling-related content	Not allowed	Google doesn't allow the following gambling-related content: Brick and mortar casinos Non-casino/gambling-related games for money
National or state lotteries	Allowed with limitations	Google allows national or state lotteries. Advertisers must also be certified with Google. See how to apply.

Product	Allowed?	Details
Gambling-related content	Not allowed	Google doesn't allow the following gambling-related content: Brick and mortar casinos
Online non-casino games	Not allowed	Google doesn't allow advertising for Internet-based games where money or other items of value are paid or wagered to win a greater sum of money or other item of value.

Gambling and games

Offline gambling

Online gambling

Online non-casino games

Social casino games

Gambling country restrictions

See country requirements

Brazil

Social casino games country restrictions

How to fix a violation

Apply for certification to promote gambling

Effect of the policy

What happens if you violate our policies

Need help?

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