Gambling: UK

Following the passage of the Gambling (Licensing and Advertising) Act 2014, we're updating the application requirements for advertisers seeking approval from Google to show online gambling ads in the UK.

We're working hard to minimize any disruption and so ask all advertisers who are currently running online gambling ads in the UK to read the instructions below.

What's changing

Starting on November 1, advertisers can apply for UK gambling certification only if they have either of these licences:

  • A valid gambling license issued by the UK Gambling Commission
  • A valid gambling continuation license issued by the UK Gambling Commission

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

From June 2015, only advertisers who have submitted a full licence issued by the UK Gambling Commission will be allowed to target the UK with online gambling ads.

What you can do

If you have already been approved by Google to target online gambling ads to the UK, here's what to do:

  • 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 jurisdiction need to reapply by November 1, 2014 including either:
    • a gambling licence issued by the UK Gambling Commission, or
    • a continuation licence from the UK Gambling Commission

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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