Google AdSense expands gambling ads to 35 countries, including Brazil.
Google has announced an update to its Gambling and Authorized Buyer Gaming policy in AdSense. The change takes effect on August 10th and expands the territories where gambling ads can be programmatically served on the company's publisher network.
The update directly impacts the revenue and inventory of advertisers who monetize websites through Google AdSense, Google Ad Manager, or AdMob. Starting August 10th, Authorized Buyers will be able to promote online gambling and social casino games in over 35 countries without needing to individually certify end advertisers with Google in these expanded geographies.
The full text of the policy will only be published on the effective date, August 10, which may increase the volume of gambling advertisements displayed on publisher websites in eligible regions.
What changes for Authorized Buyers?
Until now, gambling advertisers operated under significant restrictions; in addition to being limited to specific US states where online gambling is legal, they needed to go through a direct certification process with Google before their creatives could be admitted to programmatic auctions. This end-advertiser certification requirement will be removed for Authorized Buyers in participating regions.
The requirement for broadcasting is now compliance with local laws, regulations, and industry standards in each market. Formats covered by the update include:
Online casinos and sports betting sites ( sportsbooks )
Bingo and slot machine websites and apps
Online lottery tickets and digital scratch cards
⇒ Online sports betting
⇒ Games that use virtual currencies with real monetary value.
Countries included in the expansion
The policy expands the geographic reach of gambling advertisements to more than 35 international markets. In the Americas, the countries included are Argentina, Brazil , Canada, Mexico, and Peru, as well as selected US states. In Europe, the list includes Germany, Austria, Belgium, Denmark, Spain, Finland, France, Greece, the Netherlands, Hungary, Ireland, Latvia, Norway, Portugal, the Czech Republic, Romania, the Russian Federation, Serbia, Slovenia, Sweden, Switzerland, Turkey, and the United Kingdom. In the Asia-Pacific and Africa region, the list includes Australia, South Africa, the Philippines, Hong Kong, Israel, Japan, New Zealand, the Republic of Korea, and Taiwan.
Distinction between Authorized Buyers and Google Ads
The change applies exclusively to Authorized Buyers, meaning programmatic demand-side platforms ( DSPs ) and third-party ad networks that purchase inventory on the Google network. Google Ads' standard policy remains unchanged; advertisers running campaigns directly through Google Ads still need to complete Google's formal certification process for each target country.
Impacts for publishers and how to block ads.
For website owners, the update brings two main variables. The entry of large budgets from gambling networks into programmatic auctions in more than 35 countries may increase the competitiveness of the auctions and, consequently, eCPMs (effective cost per thousand impressions) and inventory fill rates. On the other hand, websites aimed at minors, with an educational focus, or that follow strict brand suitability guidelines may not be compatible with this type of advertising.
Publishers who choose not to display gambling creatives can block them through the AdSense dashboard. The process is as follows: access your Google AdSense account, click on Brand safety in the navigation menu, select Content > Blocking controls , access Sensitive categories , and enable blocking for Gambling and Betting (18+) . The Ad Review Center also allows you to inspect and block individual URLs from advertisers or networks without disabling the entire category.
History
⇒ On March 23, 2026, Google had already updated its certification policy, requiring accounts to be in "good health" to advertise gambling, penalizing MCCs with many revoked certifications.
⇒ On September 14, 2026, these same certification requirements from March will be extended to all categories of the gambling and gaming policy.
A separate alcohol and gaming policy update also added Brazil to the list of countries with new geographic permissions, effective July 28, 2026.
