Starting August 26, 2026, Google Ads is launching new certification forms for online casinos, betting, social casinos, and other games that require certification to advertise.
The changes will primarily affect those running traffic across multiple countries or using affiliate showcase sites. Google is tightening verification of marketing angles and funnels: the platform will now require full transparency across the entire chain — from the license holder to the final URL.
Key Changes
Separate application for each GEO. Submitting a single form for multiple countries is no longer possible. Local license details must be submitted separately for each region.
Funnel documentation. If ads are launched by an entity other than the operator, Google may request documents confirming the advertiser's right to promote the brand and use the specific domain.
Website requirements. Landing pages must include: an age restriction warning, information about gambling addiction support, terms of service, privacy policy, as well as the name of the license holder and their license number.
Rules for showcase sites. Affiliate sites can only link to operators holding a valid license in the target country. The footer must explicitly state that all links lead to operators licensed in that GEO.
Working with smartlinks. There is no direct ban. However, if a smartlink redirects a user to an offer without a license in their GEO, the site will fail certification. Before applying, advertisers must audit where smartlinks redirect in each GEO and disable unlicensed offers.
Category separation. Online gambling and social casinos can no longer be run from the same ad account. A dedicated account is required for each category.
Recertification
There will be no mass revocation of existing approvals on August 26. New forms are mandatory only for fresh applications.
However, re-verification will be required upon major changes to the setup: changing the domain, offer, license, or other data submitted in the original application. Running ads with outdated details after such edits may lead to an account ban.
What to Do Before August 26
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Check website footers. Add mandatory warnings, license holder details, and license numbers.
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Separate ad accounts. Move gambling and social casino campaigns into different accounts.
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Check links. Disable redirects to offers that lack a valid license in target GEOs.
The main reason for rejections is data discrepancies. If the legal entity in the application, the information on the website, and the final operator do not match, certification will not be approved.
