Gambling – UK

The policy requirements for promoting gambling ads in the UK have changed since the announcement below was posted. Please check the more recent announcement.

We're updating our previous communication about the UK Gambling (Licensing and Advertising) Act 2014. As a result of the postponement of the implementation of the Act, advertisers will now have a window to apply for UK gambling certification without a continuation licence, as long as they meet the following requirements:

  • A valid gambling licence issued by the UK Gambling Commission, or,
  • A valid gambling licence issued by the gambling commission in any of the following jurisdictions: The Republic of Ireland, Italy, Austria, Belgium, Alderney, Isle of Man, Gibraltar, Malta, Belgium or Antigua and Barbuda.

What do advertisers need to do in the near future?

At the time that the UK Gambling (Licensing and Advertising) Act 2014 is implemented, we'll stop accepting gambling licences which are not issued by the UK Gambling Commission unless they are accompanied by a continuation licence issued by the commission.

What will change once the UK Gambling (Licensing and Advertising) Act 2014 is implemented?

We'll be updating the application requirements for advertisers seeking approval from Google to target the UK with online gambling ads. Gambling operators who do not have a gambling licence issued by the UK Gambling Commission will be required 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).

Google requires that advertisers comply with all applicable laws and regulations in all countries that their ads are targeting.

(Posted October 2014)

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