Google has updated its Gambling and Games Policy to crack down on repeat advertising violators, with the changes taking effect from 14 September 2026.
The search engine giant now requires prospective advertisers to demonstrate “good policy health” as part of an expanded certification process for gambling-related ads.
Manager Accounts flagged for repeated misconduct will be barred from applying for new certifications, and any existing certifications they hold may also be revoked.
This policy shift could make it significantly harder for black market gambling operators to continue placing online ads after previous campaigns have been taken down.
If an operator has multiple ads removed for violations, the new framework will complicate their ability to keep cycling through fresh certification attempts.
The changes arrive as scrutiny of tech giants facilitating illegal gambling has grown considerably throughout 2026, with the UK’s licensed industry and regulator pushing for stronger action.
Google has been identified as one company where meaningful progress is still needed, though some industry voices have pointed to Meta as among the most problematic platforms.
Entain’s former chief customer care officer and general counsel Simon Zinger, speaking to NEXT.io at ICE, argued that regulators must do far more to hold social media companies accountable for illegal gambling advertising.
“I think we need to ask them the question. I think to ask them the question, you need to hold them to account,” said Zinger. “Lawmakers and regulators have to start enforcing against the social media companies.”
Zinger also pointed to international precedent, noting that Australia successfully enforced age gating on social media and the UK took similar action against pornography websites.
“So, there is a way to do things if there’s a will, right?” Zinger added, suggesting political determination remains the key barrier to meaningful enforcement.
Under existing Google rules, gambling ads are already prohibited from being hosted on free subdomains, and the domain must be directly owned and controlled by the gambling business itself.
The policy update follows reporting on AI-generated “Bellingham Bet” advertisements appearing on Instagram, which could be linked to a Premier League football club sponsor and featured fake BBC articles.
Those ads highlighted the scale of the problem facing regulators and platforms, with sophisticated techniques being used to lend fraudulent gambling promotions an air of credibility.
Google’s latest move represents a meaningful step, but observers across the industry will be watching closely to see whether enforcement matches the ambition of the updated policy.
