Gambling and games policy

Buyers are not allowed to serve ads promoting online and offline gambling-related content on Google Partner Inventory through the Open Auction. Creatives promoting online and offline gambling-related content will be disapproved except when served through Deals (Preferred Deals, Private Auctions and Programmatic Guaranteed) where block override has been enabled by the Publisher.

The following examples fall under gambling-related content (not an exhaustive list):

  • Location based gambling
  • Online casino games
  • Lotteries
  • Bingo
  • Sport betting
  • Tips
  • Odds
  • Educational materials (for gambling)
  • Bonus codes
  • Cash games
  • Online games for money or prizes
  • Fantasy sports for money or prizes

Exception using block override

Within Preferred Deals, Private Auctions and Programmatic Guaranteed, it is possible to serve ads promoting online and offline gambling-related content only if the publisher has enabled Block Override for these given deals (learn more about Block Override). Buyers must declare the category in the bid response in order to run Gambling ads. Note that Google Ads country restrictions still apply when block override is enabled. Learn more

Social casino games

Social casino game ads are allowed on the Open Auction and Deals if they comply with the below policies and the advertiser has been certified. Social casino game ads must target approved countries and should not appeal to minors. Check local regulations for the areas you want to target.

Promotion of social casino games, which are online simulated gambling games where there is no opportunity to win anything of value, such as money or prizes.

For social casino game ads and destinations, the following are not allowed:

Social casino game destinations that offer gambling or games where the opportunity exists to win real money or prizes based on the outcome of the game. 

Promotion of "real money gambling" destinations. This includes gambling-related advertisements that appear on your social casino games destination.

Country restrictions for social casino games

Authorized Buyers accounts can target social casino ads only to the countries listed below:

Australia, Austria, Canada, Czech Republic, Denmark, Finland, France, Germany, Hungary, Ireland, Israel, Italy, Latvia, Mexico, Netherlands, New Zealand, Norway, Peru, Portugal, Romania, Serbia, South Africa, Spain, Switzerland, United Kingdom, United States

Specifying approved app in the declared click-through URL

Buyer must include the APPROVED-APP or APPROVED-APP-ID in the declared click-through URL. Not including the approved APPROVED-APP or APPROVED-APP-ID in the click-through URL will cause ads to be disapproved.

The following are examples that will work for the declared URLs:

For Google Play:
URI: market://details?id=com.APPROVED-APP 
For Apple App Store:
URI:  itms-appss://  

Apply for certification to promote Social Casino Games

Advertisers need to apply for certification from Google in order to run social casino games. Learn more and apply here.
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