Google Ads tightens rules on Gambling Certification recertification

Google Ads will enforce stricter rules starting in November under its Circumventing Systems policy, specifically targeting advertisers in the Gambling and Games sector.

Advertisers with a Gambling and Games certification must undergo recertification if their business has significantly changed since their original certification.

Why we care. This update means that any significant changes to an advertiser’s product offerings, regulatory compliance, or licensing must be reported and could trigger the need for recertification. Failure to do so will be considered a serious violation, leading to immediate suspension of your Google Ads account.

The details. Material changes that require recertification include any alterations to products that don’t align with the original certifications, changes in compliance with regulations, or updates to licensing status.

However, changes to an advertiser’s address or payment methods are not considered material for this purpose.

Bottom line. Google is cracking down on compliance with its Gambling and Games policy. Advertisers in this sector must ensure their certifications are up-to-date to avoid severe penalties, including permanent account suspension.