Google Ads Updates Gambling and Games Policy for United States and Germany

August 26, 2024 at 5:23:47 PM

TL;DR Google announced changes to its Gambling and Games policy for the US and Germany, effective September 2024. In the US, Google will allow sports betting ads from entities licensed by the Puerto Rico Gaming Commission starting September 9, 2024. In Germany, stricter regulations will take effect on September 25, 2024, allowing only licensed operators and brokers to advertise. Non-compliant services will lose certification.

Google Ads Updates Gambling and Games Policy for United States and Germany

Google has announced two significant changes to its Gambling and games policy, affecting advertisers in the United States and Germany. These updates, set to take effect in September 2024, will impact how gambling-related ads are managed in these regions.

United States: Puerto Rico Opens Up for Sports Betting Ads

Starting September 9, 2024, Google will begin accepting and running ads for sports betting from entities licensed by the Puerto Rico Gaming Commission. This update specifically affects the United States country-specifics within the Google Ads Gambling and games policy. Advertisers wishing to take advantage of this change must apply for certification through Google Ads.

Germany: Stricter Regulations on Gambling Advertisers

Effective September 25, 2024, Google is implementing tighter requirements for gambling advertisers targeting Germany. Key changes include:

  1. Only gambling operators and brokers licensed by the Gemeinsame Glücksspielbehörde der Länder (GGL) will be eligible to apply for advertising certification for gambling products.

  2. Applications from online gambling services that do not meet these criteria, including those offering gambling aggregation services, will no longer be accepted.

  3. Existing certifications for non-compliant services will be revoked, preventing them from running gambling ads targeted to Germany.

These policy updates reflect Google's ongoing efforts to align with local regulations and ensure responsible advertising practices in the gambling sector. Advertisers in affected regions should review the updated policies and take necessary steps to comply with the new requirements.

Google emphasizes that while translated versions of their Help Center are available, the English version remains the official language for policy enforcement.

Have more questions on this topic? Ask our AI assistant for in-depth insights.

Read more from sources 👇

The Only Digital Marketing Feed You'll Ever Need.

Stay informed your way. Tailored updates when and how you want them. 100% Free.

10,000+ Users

500+ Sources

1000+ Tools

Or

Related Posts

Google Ads Changes Default Behavior for Customer Conversion Goals Effective November 2025

Google Ads Changes Default Behavior for Customer Conversion Goals Effective November 2025

Google for Developers
Google for Developers

Official Source

Official Source

Google for Developers is a Official Source. The source has been verified by Swipe Insight team.

Official Source
Google Ads policy update requires clear pricing disclosure by October 2025

Google Ads policy update requires clear pricing disclosure by October 2025

Google
Google

Official Source

Official Source

Google is a Official Source. The source has been verified by Swipe Insight team.

Official Source
Tired of spending too much time creating audits for your clients?

Tired of spending too much time creating audits for your clients?

Featured
Google updates campaign setup requiring Search channel for Standard Shopping campaigns

Google updates campaign setup requiring Search channel for Standard Shopping campaigns

Google Ads updates enhanced conversions for leads diagnostics to improve performance

Google Ads updates enhanced conversions for leads diagnostics to improve performance

Google for Developers
Google for Developers

Official Source

Official Source

Google for Developers is a Official Source. The source has been verified by Swipe Insight team.

Official Source
Google Ads scripts documentation refreshed with new updates

Google Ads scripts documentation refreshed with new updates

Google for Developers
Google for Developers

Official Source

Official Source

Google for Developers is a Official Source. The source has been verified by Swipe Insight team.

Official Source
YouTube unveils Demand Gen Drops to drive results with AI and new marketing tools

YouTube unveils Demand Gen Drops to drive results with AI and new marketing tools

Google
Google

Official Source

Official Source

Google is a Official Source. The source has been verified by Swipe Insight team.

Official Source
Google Ads API client library for Java adds google-ads-bom in version 40.0.0 release

Google Ads API client library for Java adds google-ads-bom in version 40.0.0 release

Google for Developers
Google for Developers

Official Source

Official Source

Google for Developers is a Official Source. The source has been verified by Swipe Insight team.

Official Source

Related Tools

Markifact logo

Markifact

Verified Tool

Verified Tool

Markifact is a Verified Tool. Want to get this badge? Contact us.

Verified Tool

Marketing Workflows Powered by AI

Featured
Marketing Auditor logo

Marketing Auditor

Verified Tool

Verified Tool

Marketing Auditor is a Verified Tool. Want to get this badge? Contact us.

Verified Tool

Automated audits for Google Ads and Analytics.

Get Featured Here

Showcase your tool in this list.

Contact Us
Skai logo

Skai

AI-powered omnichannel marketing and optimization

Ad Management
Smartly.io logo

Smartly.io

Automate and optimize your ad campaigns effortlessly

Ad Management
Grasp logo

Grasp

Automated QA for flawless media buying campaigns

Ad Management
Sembot logo

Sembot

Maximize ROI with AI-driven marketing automation

Ad Management
Zocket logo

Zocket

AI-powered marketing for optimized ad campaigns

Ad Creative
GoDataFeed logo

GoDataFeed

Optimize and manage product feeds across channels

Feed Management
Feedonomics logo

Feedonomics

Optimize and sync product data for more sales

Feed Management
Lunio logo

Lunio

Protect your ad spend from invalid traffic

Ad Management

Get Featured Here

Showcase your tool in this list.

Contact Us