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Gambling and games

Google restricts the promotion of the following gambling-related content:
  • offline and online gambling
  • online gambling-related information
  • online games played for money or prizes
  • online casino-based games, regardless of whether money is exchanged

When promoting gambling-related content, you need to do the following:

  1. Comply with applicable laws and industry standards for any location that your campaign targets.
  2. Meet local licensing requirements for all gambling-related products and services that you're promoting.
  3. Clearly display information on your landing page about responsible gambling.
  4. Ensure that you don't target minors.

Additionally, you must receive pre-authorization from Google before promoting any online gambling-related content. If the country you'd like to target is not listed in the country restrictions section, AdWords can’t promote restricted gambling content there.

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

If you think your ad was incorrectly disapproved, you can request a review through the Disapproved ads and policy questions form.

Offline gambling

Promotion of physical, real-money gambling establishments or "brick and mortar" casinos
  • Examples: Casino in Las Vegas or Macau, offline poker tournaments

Online gambling

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
  • Note: You must be certified by Google in order to promote this content. See below to learn how to apply for certification.
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
  • Note: You must be certified by Google in order to promote this content. See below to learn how to apply for certification.

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

Social casino games are simulated gambling games where there is no opportunity to win anything of value (such as money or prizes). Some examples include poker, slots, bingo, lotteries, sports betting, betting on races, and other card games and casino games.

We're currently running a social casino games beta program with a limited set of advertisers. Learn more

Country restrictions

In addition to the requirements above, there may be further restrictions based on which countries your campaign targets.

See country requirements
Asia-Pacific
Product Allowed? Details
Mahjong Not allowed Google doesn't allow the promotion of Mahjong when the exchange of money is involved.
Australia
Product Allowed? Details
Online gambling Allowed with limitations Google allows ads promoting the following online gambling as long as the advertiser is a licensed operator registered with an appropriate Australian State or Territory and provides a valid license:
  • Sports betting
  • Lotteries
Advertisers must also be certified with Google. See how to apply.
Online gambling information Allowed with limitations

Google allows ads promoting the following gambling-related products as long as the advertiser is a licensed operator registered with an appropriate Australian State or Territory and provides a valid license:

  • Gambling-related promotional materials such as vouchers and bonus codes
  • 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.
Austria
Product Allowed? Details
Online gambling Allowed with limitations Google allows ads promoting the following online gambling products as long as the advertiser is licensed by the Austrian Ministry of Finance according to all applicable regulations in Austria and, in the case of sports betting, also provides a valid sports betting permit number issued by the state government in at least one State of Austria according to all applicable regulations in Austria.
  • Online gambling
  • Online bingo
  • Sports betting
  • Online casino games

Google allows operators licensed outside Austria and based in Great Britain (England, Scotland, and Wales), Italy, Republic of Ireland, Alderney, Isle of Man, Gibraltar, or Malta to advertise the following online gambling products as long as they provide a valid license in their respective country.

  • Sports betting

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 licensed according to all applicable regulations in Austria and, in the case of sports betting, provides a valid sports betting permit number issued by the state government in at least one State of Austria according to all applicable regulations in Austria.

  • 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
  • Gambling-related lotteries

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

Belgium
Product Allowed? Details
Online gambling Allowed with limitations Google allows ads promoting the following online gambling products as long as the advertiser is a company registered in Belgium, and if the online gambling activity requires a license, the advertiser provides a valid license number:
  • Online gambling
  • Online bingo
  • Sports betting
  • Online casino games
  • Online gambling comparison sites as long as no online gambling takes place on the aggregator site

Google allows Belgium-based online gambling advertisers to target Belgium, Republic of Ireland, and Great Britain (England, Scotland, Wales) only. In addition, we require these advertisers to be registered as a Belgian company and provide a valid KBO license number.

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 a company registered in Belgium, and if the relevant online gambling activity requires a license, the advertiser provides a valid license number:

  • 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
  • Gambling-related lotteries

Advertisers must also be certified with Google.

Brazil
Product Allowed? Details
Online gambling Allowed with limitations Google allows ads promoting the following online gambling by state-run entities:
  • Lotteries
Advertisers must also be certified with Google. See how to apply.
Canada
Product Allowed? Details
Online gambling Allowed with limitations Google allows ads promoting the following online gambling products by state-licensed entities:
  • Online gambling
  • Online bingo
  • Sports betting
  • Online casino games

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 by state-licensed entities:

  • 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
  • Gambling-related lotteries

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

China
Product Allowed? Details
Gambling-related content Not allowed Google doesn't allow the following gambling-related content:
  • Brick and mortar casinos
  • Physical gambling equipment
Cash games Not allowed Google doesn't allow advertising for Internet-based games where money or other items of value are paid or wagered in order to win a greater sum of money or other item of value.
Czech Republic
Product Allowed? Details
Online gambling Allowed with limitations Google allows online sports betting by state licensed entities.

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 by state licensed entities:
  • 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.

Denmark
Product Allowed? Details
Online gambling Allowed with limitations Google allows ads for the following types of online gambling as long as the operator is licensed by the Danish Gambling Authority:
  • Location-based gambling
  • Online casino games
  • Online betting
  • Sports betting
  • Fantasy sports contests
  • Slot machines
  • Gambling-related information such as tips, odds, and handicapping
  • Gambling-related promotional products such as gambling-related vouchers, bonus codes, etc.
  • Gambling-related tutoring and educational materials such as books and e-books

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

Advertisers who provide information about, or a comparison of, gambling services, but do not themselves provide gambling activities that require a license can also apply, but must only link to the sites of licensed operators.

State-operated online gambling Allowed with limitations Google allows licensed state operators to advertise the following gambling-related products:
  • Gambling-related lotteries
  • Contests/Sweepstakes
  • Scratch games
  • Bingo
  • Horseracing
  • Gambling-related information such as tips, odds, and handicapping
  • Gambling-related promotional products such as gambling-related vouchers, bonus codes, etc.
  • Gambling-related tutoring and educational materials such as books and e-books

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

Advertisers who provide information about, or a comparison of, gambling services, but do not themselves provide gambling activities that require a license can also apply, but must only link to the sites of licensed operators.

Egypt
Product Allowed? Details
Gambling-related content Not allowed Google doesn't allow the following gambling-related content:
  • Brick and mortar casinos
Estonia
Product Allowed? Details
Gambling-related content Not allowed Google doesn't allow the following gambling-related content:
  • Brick and mortar casinos
Finland
Product Allowed? Details
Online gambling Allowed with limitations Google allows ads promoting the following online gambling by state licensed entities:
  • Online gambling
  • Online bingo
  • Sports betting
  • Online casino games

Advertisers must also be certified with Google.

Gambling-related products Allowed with limitations Google allows ads promoting the following gambling-related products by state licensed entities:
  • 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
  • Gambling-related lotteries

Advertisers must also be certified with Google.

France
Product Allowed? Details
Online gambling Allowed with limitations Google allows ads promoting the following online gambling as long as the advertiser is registered with ARJEL (Autorité de Régulation des Jeux En Ligne), 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
  • 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.

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 ARJEL (Autorité de Régulation des Jeux En Ligne), 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.

Germany
Product Allowed? Details
Sports betting, horse racing betting, lotteries Allowed with limitations Google allows ads for the following online gambling provided that the operator or intermediary is in possession of a valid gambling operator license or intermediary license and an advertisement permission, both issued by the competent German authorities.
  • Sports betting
  • Horse racing betting
  • Lotteries

Advertisers must also be certified with Google. See how to apply. Also, all advertisers must also follow the advertisement guidelines found at recht.nrw.de.

Gambling-related content Not allowed Google doesn't allow any "game of chance" (Glücksspiel in German) such as raffles.
Greece
Product Allowed? Details
Online gambling Allowed with limitations Google allows ads promoting the following online gambling provided the operator is appropriately authorized by the Greek authorities:
  • Casino games
  • Bingo
  • Sports betting
  • Lotteries

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

Online gambling-related products Allowed with limitations Google allows ads for the following online gambling provided the operator is appropriately authorized by the Greek authorities:
  • 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.

Hong Kong
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 gambling Allowed with limitations Google allows ads promoting the following online gambling, when operated by state-licensed entities:
  • Lotteries
  • Sports betting

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

Hungary
Product Allowed? Details
Online gambling Allowed with limitations Google allows online casino games as long as the advertiser is registered with the appropriate Hungarian Gambling Authority or the State Tax Authority and provides a valid license.

Alternatively, advertisers based in Great Britain (England, Scotland, and Wales), Italy, the Republic of Ireland, Belgium, Alderney, Isle of Man, Gibraltar, or Malta who wish to target online gambling ads to Hungary must be licensed to advertise online gambling in their respective country and permitted to show such ads outside their region or country.

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 the appropriate Hungarian Gambling Authority or the State Tax Authority and provides a valid license:
  • 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

Alternatively, advertisers based in Great Britain (England, Scotland, and Wales), Italy, the Republic of Ireland, Alderney, Isle of Man, Gibraltar, Belgium, or Malta who wish to target online gambling ads to Hungary must be licensed to advertise online gambling in their respective country and permitted to show such ads outside their region or country.

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

India
Product Allowed? Details
Gambling-related content Not allowed Google doesn't allow the following gambling-related content:
  • Location-based or "brick-and-mortar" gambling
Rummy Allowed Google AdWords allows Rummy advertisements to target India as long as the advertisement doesn't promote any other form of online gambling.
Indonesia
Product Allowed? Details
Gambling-related content Not allowed Google doesn't allow the following gambling-related content:
  • Brick and mortar casinos
Cash games Not allowed Google doesn't allow advertising for Internet-based games where money or other items of value are paid or wagered in order to win a greater sum of money or other item of value.
Republic of Ireland (excluding Northern Ireland)
Product Allowed? Details
Online gambling Allowed with limitations Google allows ads promoting the following online gambling as long as the advertiser is registered as a bookmaker with the Revenue Commissioners and provides a valid license number:
  • Online gambling
  • Online bingo
  • Sports betting
  • Online casino games
  • Online gambling comparison sites as long as no online gambling takes place on the aggregator site

Alternatively, advertisers based in Great Britain (England, Scotland, and Wales), Austria, Alderney, Isle of Man, Gibraltar, Belgium, or Malta who wish to target online gambling ads to the Republic of Ireland must be licensed to advertise online gambling in their respective country.

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 as a bookmaker with the Revenue Commissioners and provides a valid license number:
  • 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
  • Gambling-related lotteries

Alternatively, advertisers based in Great Britain (England, Scotland, and Wales), Italy, Austria, Alderney, Isle of Man, Gibraltar, Belgium, or Malta who wish to target online gambling ads to the Republic of Ireland must be licensed to advertise online gambling in their respective country.

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

Israel
Product Allowed? Details
Online gambling Allowed with limitations Google allows ads promoting the following online gambling by state licensed entities:
  • Online gambling
  • Online bingo
  • Sports betting
  • Online casino games

Advertisers must also be certified with Google.

Gambling-related products Allowed with limitations Google allows ads promoting the following gambling-related products by state licensed entities:
  • 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
  • Gambling-related lotteries

Advertisers must also be certified with Google.

Italy
Product Allowed? Details
Online gambling Allowed with limitations Google allows ads promoting the following online gambling as long as the advertiser is registered with the AASA (Amministrazione autonoma dei Monopoli di Stato) and provides a valid operating license number:
  • Online gambling
  • Online bingo
  • Sports betting
  • Online casino games

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 the AASA (Amministrazione autonoma dei Monopoli di Stato) and provides a valid operating license number:
  • 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
  • Gambling-related lotteries

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

Japan
Product Allowed? Details
Online gambling Allowed with limitations Google allows government-controlled gambling (horse, motorboat, bicycle and auto racing), but only announcements from the event organizers. Google doesn't allow advertising for gambling online on the events.

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

Gambling-related products Allowed with limitations Google allows gambling-related lotteries by state licensed entities.

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

Korea
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 gambling Allowed with limitations Google allows ads promoting the following online gambling by state-run or state-licensed entities:
  • Lotteries
  • Sports betting

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

Latvia
Product Allowed? Details
Online gambling Allowed with limitations Google allows ads promoting the following online gambling by state-run entities:
  • Lotteries

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

Malaysia
Product Allowed? Details
Gambling-related content Not allowed Google doesn't allow the following gambling-related content:
  • Location-based or "brick-and-mortar" gambling
Cash games Not allowed Google doesn't allow advertising for Internet-based games where money or other items of value are paid or wagered in order to win a greater sum of money or other item of value.
Mexico
Product Allowed? Details
Online gambling Allowed with limitations Google allows ads promoting the following online gambling as long as the advertiser is an operator registered with the Secretaria de Gobernacion and provides a valid license number:
  • Online casino games (slot machines)
  • Sports betting

Please note that the promotion of bingo and poker isn't allowed if ads are targeting Mexico. Advertisers must publish a warning on their landing page and also in their ads indicating that gambling isn't for minors (such as "prohibido para menores").

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

Morocco
Product Allowed? Details
Gambling-related content Not allowed Google doesn't allow the following gambling-related content:
  • Brick and mortar casinos
Netherlands
Product Allowed? Details
Online gambling Allowed with limitations Google allows ads promoting the following online gambling by state licensed entities:
  • Online gambling
  • Online bingo
  • Sports betting

Advertisers must also be certified with Google.

Gambling-related products Allowed with limitations Google allows ads promoting the following gambling-related products by state licensed entities:
  • 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
  • Gambling-related lotteries

Advertisers must also be certified with Google.

New Zealand
Product Allowed? Details
Online gambling Allowed with limitations Google allows ads promoting the following online gambling by state licensed entities:
  • Online gambling
  • Online bingo
  • Sports betting
  • Online casino games

Advertisers must also be certified with Google.

Gambling-related products Allowed with limitations Google allows ads promoting the following gambling-related products by state licensed entities:
  • 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
  • Gambling-related lotteries

Advertisers must also be certified with Google.

Northern Ireland
Product Allowed? Details
Gambling-related content Not allowed Google doesn't allow the following gambling-related content:
  • Brick and mortar casinos
Norway
Product Allowed? Details
Online gambling Allowed with limitations Google allows ads promoting the following online gambling by state licensed entities:
  • Online gambling
  • Online bingo
  • Sports betting
  • Online casino games

Advertisers must also be certified with Google.

Gambling-related products Allowed with limitations Google allows ads promoting the following gambling-related products by state licensed entities:
  • 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
  • Gambling-related lotteries

Advertisers must also be certified with Google.

Peru
Product Allowed? Details
Online gambling Allowed with limitations Google allows ads promoting the following online gambling as long as the advertiser is registered with the appropriate authority and submits valid licensing:
  • Casino games
  • Bingo
  • Sports betting
  • Lotteries

Advertisers must also be certified with Google (see how to apply) and must carry the disclaimer: "Los juegos de azar realizados constantemente pueden ser dañinos para la salud."

Online gambling-related products Allowed with limitations Google allows ads promoting the following online gambling as long as the advertiser is registered with the appropriate authority and submits valid licensing:
  • 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.

Philippines
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 gambling Allowed with limitations Google allows ads promoting the following online gambling by state run entities:
  • Casino games
  • Lotteries

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

Cash games Not allowed Google doesn't allow advertising for Internet-based games where money or other items of value are paid or wagered in order to win a greater sum of money or other item of value.
Portugal
Product Allowed? Details
Online gambling Allowed with limitations Google allows ads promoting the following online gambling content as long as they are licensed by the Portuguese authorities:
  • Online gambling
  • Online bingo
  • Sports betting
  • Online casino games
  • Sites that provide information about — or a comparison of — other gambling services licensed in Portugal, 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.

Advertisers must also be certified with Google.

Gambling-related products Allowed with limitations Google allows ads promoting the following gambling-related products as long as they are licensed by the Portuguese authorities:
  • 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
  • Gambling-related lotteries

Advertisers must also be certified with Google.

Romania
Product Allowed? Details
Online gambling Allowed with limitations Google allows ads promoting the following online gambling as long as the advertiser is registered with the appropriate authority and submits valid licensing:
  • Casino games
  • Sports betting
  • Bingo
  • 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.

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

Online gambling-related products Allowed with limitations Google allows ads promoting the following online gambling as long as the advertiser is registered with the appropriate authority and submits valid licensing:
  • 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.

Russia
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.
Serbia
Product Allowed? Details
Online gambling Allowed with limitations Google allows ads promoting the following online gambling as long as the advertiser is registered with the appropriate authority and submits valid licensing:
  • Casino games
  • Sports betting
  • Bingo
  • 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 the following online gambling-related products by state-run entities:

  • Lotteries

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

Online gambling-related products Allowed with limitations Google allows ads promoting the following online gambling as long as the advertiser is registered with the appropriate authority and submits valid licensing:
  • 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.

Singapore
Product Allowed? Details
Gambling-related content Not allowed Google doesn't allow the following gambling-related content:
  • Location-based or "brick-and-mortar" gambling
Slovenia
Product Allowed? Details
Online gambling Allowed with limitations Google allows the following online gambling by state-run entities:
  • Lotteries
Advertisers must also be certified with Google. See how to apply.
South Africa
Product Allowed? Details
Online gambling Allowed with limitations Google allows sports betting as long as the advertiser is licensed to show such ads.

Italy, Austria or Great Britain registered advertisers may target South Africa but must apply online through the specific application form for each country.

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

Gambling-related products Allowed with limitations Google allows gambling-related lotteries as long as the advertiser is licensed to show such ads.

Italy, Austria or Great Britain registered advertisers may target South Africa but must apply online through the specific application form for each country.

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

Spain
Product Allowed? Details
Online gambling Allowed with limitations Google allows ads promoting the following types of online gambling as long as the advertiser is registered with the Spanish gambling authority and provides the relevant valid licenses:
  • Casino games
  • Sports betting
  • Bingo
  • Raffles
  • Contests or sweepstakes
  • Lotteries

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 the Spanish gambling authority and provides the relevant valid licenses:
  • 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.

Sweden
Product Allowed? Details
Online gambling Allowed with limitations Google allows ads promoting the following online gambling by state licensed entities:
  • Online gambling
  • Online bingo
  • Sports betting
  • Online casino games

Advertisers must also be certified with Google.

Gambling-related products Allowed with limitations Google allows ads promoting the following gambling-related products by state licensed entities:
  • 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
  • Gambling-related lotteries

Advertisers must also be certified with Google.

Switzerland
Product Allowed? Details
Online gambling Allowed with limitations Google allows ads promoting the following online gambling as long as the advertiser is registered with the appropriate authority and submits valid licensing:
  • Lotteries

Google allows ads promoting the following online gambling-related products by state-run entities:

  • Sports betting

For both of the above, advertisers must also be certified with Google. See how to apply.

Taiwan
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 gambling Allowed with limitations Google allows ads promoting the following online gambling by state-run entities:
  • Lotteries

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

Thailand
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 gambling Allowed with limitations Google allows ads promoting the following online gambling by state-run entities:
  • Sports betting (horse racing only)
  • Lotteries

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

Cash games Not allowed Google doesn't allow advertising for Internet-based games where money or other items of value are paid or wagered in order to win a greater sum of money or other item of value.
Turkey
Product Allowed? Details
Online gambling Allowed with limitations Google allows ads promoting the following online gambling by state licensed entities:
  • Lotteries
  • Sports betting

Advertisers must also be certified with Google.

Gambling-related products Allowed with limitations Google allows ads promoting the following gambling-related products by state licensed entities:
  • 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
  • Gambling-related lotteries

Advertisers must also be certified with Google.

Ukraine
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 gambling Allowed with limitations Google allows ads promoting the following online gambling-related products by state-run entities:
  • Lotteries

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

United Arab Emirates
Product Allowed? Details
Gambling-related content Not allowed Google doesn't allow the following gambling-related content:
  • Brick and mortar casinos
United Kingdom
Product Allowed? Details
Gambling-related content Not allowed Google doesn't allow the following gambling-related content in Northern Ireland:
  • Location-based or "brick-and-mortar" gambling
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.

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 the Gambling Commission and provides a valid operating license number.
  • 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.

United States
Product Allowed? Details
Cash games Not allowed Google doesn't allow advertising for Internet-based games where money or other items of value are paid or wagered in order to win a greater sum of money or other item of value.
Online gambling Allowed with limitations Google allows ads promoting the following online gambling by state-run entities:
  • Lotteries

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

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

How to fix a violation

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

Gambling ad targets a restricted country
  1. 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:
  2. 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.
  3. 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:
  4. 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
  5. 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.
  6. 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 approve 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 Ad disapproval 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 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
  1. 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:
  2. 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.
  3. 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:
  4. 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
  5. 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.
  6. 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 approve 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 Ad disapproval 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 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
When you apply for certification to run gambling-related ads, your certificate is limited to the specific website that you included in your application. Your gambling ads can use only that approved website. Here are your options:
  1. Apply to have another website certified by Google. If you want to promote a different website than the one you originally applied for, submit another application -- 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.
  2. Use the approved website for your ad. Edit your ad's URL to match the one you submitted in your certification application.
    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 your ad's URL.
    • 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 approve your ad to start running.
If you aren't able to fix these violations or choose not to, please remove your ad to help prevent your account from becoming suspended in the future for having too many disapproved ads.

Apply for certification to promote gambling

  1. See the policy and country-specific requirements, and confirm that you meet those requirements.
  2. Apply for certification:
    • If you are a privately-licensed operator in one of the countries where we permit online gambling content, please fill out the online gambling application form in the AdWords Help Center. To help prevent unnecessary delays, be sure to provide all of the requested information.
    • If you operate in one of the countries where we allow only state-run entities, please use this form to provide your website URL, AdWords customer ID, and a request for state-run gambling 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 gets approved, 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 "Approved (limited)" and won't run in the disallowed countries (but can run in the allowed countries).
  • Family status
    Ads classified as "Offline Gambling" are considered family safe.
    All other forms of gambling ads are considered non-family safe. Such ads can run, but might not appear in all situations.
    Ad platform
    Can run gambling ads:
    • AdWords and AdWords Express
    • Google Display Network
    • YouTube
    • AdMob
    Cannot run gambling ads:
    • DoubleClick Ad Exchange (AdX)
    • Dynamic search ads
    Ad Network
    Google Search: Gambling ads can show on Google and our Search Network. However, if someone has enabled the SafeSearch feature, they will not see this type of ad.

    Display Network: Gambling ads can show on partner sites that have opted-in to show such content.
    AdX Seller Network: Gambling ads are not allowed to show on these partner sites.
    Ad Formats
    Acceptable ad formats can vary depending on factors like the platform you're using, the family 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:
    • Shopping ads
    • Reservation display ads
    • Call extensions
    • Location extensions
    • Review extensions
    • Consumer ratings annotations
    • App install image and video ads

    What happens if you violate our policies

    • Ad disapproval: Ads that don't follow this policy may get disapproved. A disapproved ad won't be able to run until the policy violation is fixed and the ad is approved.
    • Domain disabling: We may suspend websites that violate this policy, meaning that the website can no longer be advertised until the problem is fixed.
    • Account suspension: An account may get 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 get permanently suspended and your new accounts may get 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 AdWords 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 this policy, let us know:
    Contact AdWords Support

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