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Gambling and games

We support responsible gambling advertising and abide by local gambling laws and industry standards, so we don’t allow certain kinds of gambling-related advertising. Gambling-related ads are allowed if they comply with the policies below and the advertiser has received the proper AdWords certification. Gambling ads must target approved countries, have a landing page that displays information about responsible gambling and never target minors. Check local regulations for the areas that you want to target.

Below 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

If you want to advertise for online gambling, you must be certified by Google. Learn how to apply for certification.

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.

Promotion of online casino-based games, regardless of whether money is exchanged

Examples: Social casino games, games played with virtual currencies

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.

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 programme 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 licence:
  • 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 licence:

  • 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

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 licence 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

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 licence, the advertiser provides a valid licence 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 content as long as they are licensed by the Brazilian gambling authorities:
  • Lotteries
  • Horse racing
  • Sites that provide information about or a comparison of other gambling services licensed in Brazil, but do not themselves provide gambling activities that require a licence. These sites may provide links to gambling services not operated or controlled by the aggregator.
Advertisers must also be certified with Google. See how to apply.
Bulgaria
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 Bulgarian gambling authorities:
  • Online gambling
  • Online bingo
  • Online casino games
  • 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 they are licensed by the Bulgarian gambling authorities:
  • Gambling-related tutoring and educational materials, such as books and e-books
  • Gambling-related information, such as tips, odds and handicapping
  • Gambling-related promotional products, such as gambling-related vouchers, bonus codes, etc.
  • Gambling-related lotteries

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

Canada
Product Allowed? Details
Online gambling Allowed with limitations Google allows ads that promote 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 that promote 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:
  • Bricks-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.
Croatia
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 Croatian gambling authorities:
  • Online gambling
  • Online bingo
  • Online casino games
  • Sports Betting
  • Sites that provide information about or a comparison of other gambling services, but do not themselves provide gambling activities that require a licence. These sites 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 they are licensed by the Croatian gambling authorities:
  • Gambling-related tutoring and educational materials, such as books and e-books
  • Gambling-related information, such as tips, odds and handicapping
  • Gambling-related promotional products, such as gambling-related vouchers, bonus codes, etc.
  • Gambling-related lotteries

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

Czechia
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 Czech gambling authorities:
  • Online bingo
  • Lotteries
  • Online casino games
  • Sports Betting

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

Gambling-related products Allowed with limitations Google allows ads that promote 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
  • Gambling-related promotional products, such as gambling-related vouchers, bonus codes, etc.

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 licence 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 licence 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:
  • Bricks-and-mortar casinos
Estonia
Product Allowed? Details
Gambling-related content Not allowed Google doesn't allow the following gambling-related content:
  • Bricks-and-mortar casinos
Finland
Product Allowed? Details
Online gambling Allowed with limitations Google allows ads that promote 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 that promote 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 licence 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

Gambling aggregators are sites that provide information about, or a comparison of, other gambling services, but do not themselves provide gambling activities that require a licence. They may only provide links to gambling sites that hold an ARJEL operating licence, but are not operated or controlled by the aggregator. Aggregators must display a message on the landing page warning against excessive or pathological gaming.

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 licence 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 both a valid gambling operator licence or intermediary licence 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 authorised 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-related products provided the operator is appropriately authorised 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 "bricks-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 licence.

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 licence:
  • 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.

India
Product Allowed? Details
Gambling-related content Not allowed Google doesn't allow the following gambling-related content:
  • Location-based or "bricks-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:
  • Bricks-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 licence 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

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 licence 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.

Israel
Product Allowed? Details
Online gambling Allowed with limitations Google allows ads that promote 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 that promote 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 licence 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 licence 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 organisers. 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 "bricks-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 that promote the following online gambling by state-run entities:
  • Lotteries

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

Lithuania
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 Lithuanian gambling authorities:
  • Online gambling
  • Online bingo
  • Online casino games
  • Sports Betting
  • 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 "bricks-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 types of online gambling as long as the advertiser is an operator registered with the Secretaria de Gobernacion and provides a valid licence number:
  • Online casino games (slot machines)
  • Bingo
  • Lotteries
  • Sports Betting

Please note that ads aren't allowed to promote poker if they target 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:
  • Bricks-and-mortar casinos
The Netherlands
Product Allowed? Details
Online gambling Allowed with limitations Google allows ads that promote 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 that promote 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 that promote 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 that promote 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
Offline gambling Not allowed Google doesn't allow offline gambling content, including brick and mortar casinos.
Online gambling Not allowed (with the exception of lotteries) Google doesn't allow online gambling content, including:
  • Casino games
  • Bingo
  • Sports Betting

Note: UK State-owned or government-licensed lotteries are allowed.

Norway
Product Allowed? Details
Online gambling Allowed with limitations Google allows ads that promote 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 that promote 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 Not allowed Google doesn't allow online gambling content, including:
  • Casino games
  • Bingo
  • Sports betting
  • Lotteries
The Philippines
Product Allowed? Details
Gambling-related content Not allowed Google doesn't allow the following gambling-related content:
  • Location-based or "bricks-and-mortar" gambling
Online gambling Allowed with limitations Google allows ads that promote 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 licence. 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 that promote the following online gambling, so 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 licence. 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 that promote the following online gambling, so 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:
  • Bricks-and-mortar casinos
  • Non-casino/gambling-related games for money
jNational 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 that promote the following online gambling, so 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 licence. They may provide links to gambling services not operated or controlled by the aggregator.

Google allows ads that promote 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 that promote the following online gambling, so 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 "bricks-and-mortar" gambling
Slovakia
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 Slovakian authorities:
  • Online gambling
  • Online bingo
  • Online casino games
  • 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 they are licensed by the Slovakian authorities:
  • Gambling-related tutoring and educational materials, such as books and e-books
  • Gambling-related information, such as tips, odds and handicapping
  • Gambling-related promotional products, such as gambling-related vouchers, bonus codes, etc.
  • Gambling-related lotteries

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

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 licences:
  • Casino games
  • Sports betting
  • Bingo
  • Raffles
  • Competitions 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 licences:
  • 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 that promote 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 that promote 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 that promote the following online gambling, so long as the advertiser is registered with the appropriate authority and submits valid licensing:
  • Lotteries

Google allows ads that promote 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 "bricks-and-mortar" gambling
Online gambling Allowed with limitations Google allows ads that promote 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 "bricks-and-mortar" gambling
Online gambling Allowed with limitations Google allows ads that promote 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 that promote 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 that promote 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.

Ukrainian
Product Allowed? Details
Gambling-related content Not allowed Google doesn't allow the following gambling-related content:
  • Location-based or "bricks-and-mortar" gambling
Online gambling Allowed with limitations Google allows ads that promote 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:
  • Bricks-and-mortar casinos
United Kingdom
Product Allowed? Details
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 licence 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 licence. 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.

Note: Google does not allow online gambling content in Northern Ireland.

Gambling-related products Allowed with limitations Google allows ads promoting the following gambling-related products:
  • 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.

Note: Google does not allow online gambling content in Northern Ireland.

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 that promote 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:
  • Bricks-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 that 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 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 that 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 that 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 will be sent to us for review. Most ads are reviewed within 1 working 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 that 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 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 that 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 that 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 will be sent to us for review. Most ads are reviewed within 1 working 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 to the one that 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 that they can start running.
  2. Use the approved website for your ad. Edit your ad's URL to match the one that you submitted in your certification application.
    Take me to my account
    • On your Ads tab, hover over the ad that you want to edit.
    • Click the pencil icon next to your ad to edit your ad's URL.
    • Click Save when you've finished.
    Once you edit and save your ad, it gets sent to us for review. Most ads are reviewed within 1 working 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 in the online gambling application form in the AdWords Help Centre. To help prevent unnecessary delays, make sure that you 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, then 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 labelled "Disapproved" and won't run at all.
  • If your ad campaign targets allowed and disallowed countries, your ad will be labelled "Approved (limited)" and won't run in the disallowed countries (but can run in the allowed countries).
Ad platform
Can run gambling ads:
  • AdWords and AdWords Express
  • Google Display Network
  • YouTube
  • AdMob
Cannot run gambling ads:
  • 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 such as the platform you're using, the status of your ad, and whether a publisher or partner has opted to show such ads. The Personalised advertising policy also applies to all personalised ads. Here are some typical examples, though they may vary:
Cannot promote gambling:
  • Gmail ads
  • Dynamic search ads
  • Shopping ads
  • Reservation display ads
  • Consumer ratings annotations

What happens if you violate our policies

Ad or extension disapproval: Ads and extensions that don't follow this policy may be disapproved. A disapproved ad won't run until the policy violation is fixed and the ad is approved.

Site suspension: We may suspend websites that violate our policies, meaning that the website can no longer be advertised until the problem is fixed.

Account suspension: An account may be 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 be permanently suspended and your new accounts may be automatically suspended at set-up. Learn more about suspended accounts.

Follow local laws: 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 familiarise yourself with and keep up to date on these requirements for the places where your business operates, as well as any other places that 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 our policies, let us know: Contact AdWords Support

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