Google Eases Gambling Advertising Rules Across 37 Markets

According to new changes in Google’s advertising policy, businesses promoting gambling ads will no longer need to get certified by Google in 37 markets when using Authorized Buyers. This change is specific to Authorized Buyers only and not for all other Google advertising solutions.

The new change is an important development for businesses that purchase digital advertising inventory through Authorized Buyers. Under the previous Google’s advertising policy, advertisers were required to get certification from Google in order for their campaigns to be run in 37 specified markets.

What the Policy Change Means

As per the new guidelines, if advertisers wish to advertise in the affected regions using Authorized Buyers, they will not have to undertake any certification for gambling from Google. Although the procedure for setting up an advertisement campaign becomes easy, it does not absolve advertisers from adhering to all legal requirements.

Google still needs advertisers to act in compliance with the gambling laws of the respective countries. Advertisers also need to adhere to Google advertising policies on responsible gambling, targeting of audience, and content limitations.

The above change in policy just cancels out the certification process. It does not allow advertising of gambling services where it is banned.

Advertisers Must Still Follow Local Laws

Even though the certification process is no longer necessary in these jurisdictions, the gambling companies are still supposed to make sure that they have the required license or approval from the local regulator.

According to Google’s policy on advertisements for gambling, the advertisers should:

• Abide by the gambling laws of the jurisdiction.
• Only advertise gambling products which are legal.
• Never advertise gambling products targeting minors.
• Make responsible gambling information available, where applicable.

Meet the other requirements of Google advertisement policy.

Limited to Authorized Buyers

The policy update will affect only Authorized Buyers. This is the programmatic advertising service provided by Google. This policy update does not apply automatically to all other advertising tools offered by Google, such as Google Ads, since certification will still be required depending on the market and the advertising category.

Impact on the Advertising Industry

Exemption from certification means that administrative procedures are simplified for advertisers who are qualified to use Authorized Buyers. Companies will be able to start their ad campaigns without having to go through the certification process by Google in those territories.

Nevertheless, one should not confuse this with loosening of gambling advertising guidelines. Google still insists on responsible advertising principles and compliance with territorial laws. The firm still applies certain limitations on gambling content and is entitled to apply the policies concerning violation of the policies by an advertiser.

Gambling firms and ad agencies benefit from this update as they can manage ad campaigns easily but remain responsible for their legal obligations. Advertising of gambling services must be preceded by verification of the requirements of a particular country.