What Google’s certification changes mean for gambling

Summary

Google is tightening its Gambling and Games advertising certification rules, with new requirements taking effect that will restrict adverts from sites hosted on free website services or sub-domains whose root domain is a third-party host (for example wordpress.com or wixsite.com). From 23 March, applicants must own the second-level domain (the main part of the address) and only sites with a genuine association to gambling will be eligible for certification. The changes are the most significant since Google extended restrictions on offline gambling ads to 35 countries and follow other country-specific policy updates (notably adjustments after India’s online real-money gaming prohibition).

Key Points

New certification rules begin to be enforced from 23 March 2026.
Sites on free hosts or using third-party sub-domains (eg wordpress.com, wixsite.com) will not be granted gambling ad certification.
Advertisers must own the second-level domain to obtain certification.
Google will refuse certification for sites with “no real association with gambling”, aiming to block scammy or misleading operators.
Changes follow broader moves by Google to update country-specific advertising rules and come amid wider scrutiny of tech platforms for running ads for illicit operators.
Regulatory pressure on platforms like Meta has increased after revelations about advertising for banned or scam operators.
Despite stricter ad rules, affiliate pages and search results for non-regulated casinos remain a challenge for enforcement.

Content summary

Google emailed advertisers to say it will no longer certify gambling ads that originate from sites built on free hosting or from sub-domains of third-party platforms. The firm also requires domain ownership proof (second-level domain) and says it will deny certification to websites that lack a real link to gambling services. This is intended to reduce scams and misleading promotions appearing in Google ads.

The update comes as part of a series of policy shifts — after expanding offline gambling ad restrictions and making country-specific amendments such as those following India’s online real-money gaming ban. The article pairs Google’s move with ongoing criticism of social platforms (notably Meta) for failing to proactively prevent illegal gambling ads, referencing UKGC chief Tim Miller’s remarks and Reuters reporting on problem adverts. Finally, it notes that affiliate sites and search results still surface non-regulated operators, which limits how quickly these policy changes will eradicate illicit promotions.

Context and relevance

Why this matters: the rules alter the baseline technical and ownership checks advertisers must meet to run gambling ads on Google — a major source of acquisition traffic for operators and affiliates. For operators, affiliates and compliance teams the change raises immediate operational steps: move away from free hosting, consolidate domains, and ensure content clearly demonstrates a lawful association with gambling. For regulators and ad platforms, it signals a tougher stance aimed at reducing fraudulent and unregulated advertising.

This sits within a wider trend of tech platforms tightening ad policies under regulatory and public scrutiny. While Google’s move should reduce low-effort scam landing pages from buying ad inventory, affiliates and SEO-driven pages promoting non-regulated casinos remain a sticking point for discovery via search results, so enforcement will require continued monitoring and combative action across multiple channels.

Why should I read this?

Short version: if you run, promote or work with gambling sites, this affects you now. Google is about to cut off adverts from free-hosted sites and sub-domains, and it wants clear ownership of domains — so if your acquisition relies on cheap landing pages or third-party-hosted sites, you need to act fast. Read the full details so you don’t lose ad access unexpectedly.

Author style

Punchy: This is not a minor tweak — it’s a practical cut-off for many borderline advertisers. Anyone using free hosts, sub-domains or vague affiliate landing pages should read the rules in full and prepare to prove domain ownership and genuine linkage to gambling services.