Gambling-related content

Our policy

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 website 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.

Examples of what's allowed in some circumstances

Here are some examples of gambling-related content that we allow only under certain conditions:

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
    (You must be certified by Google in order to promote this content.)
  • Examples: Online casinos or bookmakers, bingo or slots sites or apps, online lottery ticket or scratch card purchase, online sports betting
  • Promotion of sites that contain or link to content relating to online gambling
    (You must be certified by Google in order to promote this content.)
  • 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
  • Non-casino-based games played for money or prizes
    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
  • 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 registered with an appropriate Austrian state Landesregierung and, in the case of sports betting, also provides a valid sports betting permit 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 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 registered with an appropriate Austrian state Landesregierung and, in the case of sports betting, provides a valid sports betting permit 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.

    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 by state-run entities:
    • Lotteries

    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 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 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.

    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.

    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.

    What you can do

    Here's more detail about each violation and what you can do if your ad is disapproved or your site 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 the landing page that your ad leads to violates this policy, please change it to make it comply. Once you've fixed the violation, resubmit your ad using the steps below.

      Or, you can change your destination URL to point to another page of your website that doesn't violates 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, 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.
      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.
    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 the landing page that your ad leads to violates this policy, please change it to make it comply. Once you've fixed the violation, resubmit your ad using the steps below.

      Or, you can change your destination URL to point to another page of your website that doesn't violates 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, 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.
      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.
    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.
    Site suspended for targeting 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 website. If the site that your ad leads to violates this policy, please change it to make it comply. You'll then need to request a site review before moving on to the next step of changing your ad text.
      Review my fixed website
    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, 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.
      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.

    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
    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
    Cannot run gambling ads:
    • AdMob
    • DoubleClick Ad Exchange (AdX)
    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:
    • AdMob ads
    • Product listing 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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