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Gambling: United Kingdom

Google provides translated versions of our Help Center, though they are not meant to change the content of our policies. The English version is the official language we use to enforce our policies. To view this article in a different language, use the language dropdown at the bottom of the page.

What's changing

Following the passage of the Gambling (Licensing and Advertising) Act 2014, we're updating the application requirements for advertisers seeking approval from Google to target the United Kingdom with online gambling ads. We are working hard to minimize any disruption and so ask all advertisers who are currently targeting the United Kingdom with online gambling ads to read the instructions below.

From October 2014, only advertisers who have submitted either a UK licence or a UK continuation licence (and have had their application approved) will be permitted to target the United Kingdom with online gambling ads.

From June 2015, only advertisers who have submitted a full licence issued by the UK Gambling Commission will be permitted to target the UK with online gambling ads. Google requires that advertisers comply with all applicable laws and regulations in all countries that their ads are targeting.

What advertisers need to do

If you have already been approved by Google to target online gambling ads to the United Kingdom:

  • Advertisers who applied using a licence issued by the UK Gambling Commission don't need to take any further action.
  • Advertisers who applied using a licence issued by any other entity need to reapply by September 15, 2014 including either a new licence issued by the UK Gambling Commission or a continuation licence from the UK Gambling Commission.

If you are a new applicant looking to target online gambling ads to the United Kingdom:

  • Beginning September 2, 2014, advertisers who apply using a licence issued by an entity other than the UK Gambling Commission will need to also provide a continuation licence issued by the UK Gambling Commission or a new licence for foreign operators issued by the UK Gambling Commission (once such licences are available).

(Posted September 2014)

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