Social casino game violations result in immediate permanent suspension — no warning given. For all other gambling violations, Google may issue a warning before suspension. Do not create a new account after any gambling-related suspension. Work through every item in this checklist before appealing.
This checklist reflects policies updated through early 2026. Key changes include: sweepstakes casinos reclassified as online gambling (October 2025), certification now locked to individual websites and countries (April 2025), MCC-level certification revocation rules (March 2026), and Australia pausing new certification applications (August 2025). Read Section 1 carefully before anything else.
⚠️
Some Critical Items Are Still Pending — Report Downloaded Anyway
Understand the Policy and Your Violation Type
✓
Read Google's full Gambling and Games policy including all sub-sections
Go to support.google.com/adspolicy and search "Gambling and games." Read all sub-sections: Online gambling, Social casino games, Online non-casino games, Offline gambling, and the Prohibited content list. The rules differ significantly between these categories — do not assume one rule applies to all.
✓
Identify exactly which sub-category of gambling your business falls under
There are five main categories: (1) Online gambling — real-money casinos, poker, sports betting, lotteries. (2) Social casino games — play-for-fun simulations with no real-money prizes and no way to exchange virtual currency for real value. (3) Sweepstakes casinos — now reclassified as online gambling as of October 2025. (4) Online non-casino games — skill-based games that may require certification if local law defines them as gambling. (5) Offline gambling — physical casinos, bingo halls. Which one you are determines your certification path.
✓
Understand the October 2025 sweepstakes reclassification if you operate any dual-currency model
As of October 28, 2025, sweepstakes casinos — including all platforms using a dual-currency model where any virtual currency can be exchanged for real-world prizes, gift cards, crypto, or cash — are no longer eligible for social casino certification. They are now treated as online gambling and require full operator licensing and country-specific gambling certification. If you previously held social casino certification for a sweepstakes product, that certification is now invalid for running ads.
✓
Check your Google Ads Policy Manager for the exact disapproval or suspension reason
In your Google Ads account go to Tools → Policy Manager. The notice will state one of: "Gambling — not certified," "Gambling — prohibited country," "URL does not match gambling certificate," "Social casino games," or "Gambling — ad content violation." The specific reason tells you which sections of this checklist to prioritise. Screenshot the notice for your appeal documentation.
✓
Understand that as of April 2025 certification is locked to one specific website and one specific country per application
Before April 2025 a single certification could cover multiple websites and multiple countries. That has changed. Each website you want to advertise requires its own individual certification application. Each country you want to target requires its own separate application. If you run 3 websites across 5 countries, you now need 15 separate certifications. This is not a bug — it is the new policy.
Google Certification — The Non-Negotiable First Step
ℹ️This section applies to online gambling operators, social casino operators, and affiliates. Offline-only gambling businesses should still read this section but may not need to complete the online certification process.
✓
Apply for Google gambling certification for every website and every country you want to target
To advertise gambling, you must complete the certification application in the Google Ads Help Centre. You need a separate application for each website (e.g., yourcasino.com and yourpoker.com are two separate applications) and a separate application for each country (e.g., UK and Canada are two separate applications). Do not start running ads until each specific website-country combination has been approved.
✓
Ensure your website meets Google's domain requirements before applying for certification
Certification is refused for websites that: (a) are hosted on free platforms like Wix free tier, Blogspot, or any free hosting service; (b) use a subdomain of a third-party platform (e.g., yourcasino.wordpress.com); (c) have a second-level domain not owned and operated by the advertiser; or (d) have no genuine association with gambling. Your site must be on a domain you own outright.
✓
Prepare your gambling operator licence documentation before submitting the certification application
The certification application requires proof of your gambling operator licence for each country you want to target. This means the actual licence document from the relevant regulator — for example, the UK Gambling Commission licence for UK targeting, MGA licence for Malta, or a New Jersey DGE approval for the USA. Gather all relevant licences before starting the application to avoid delays from incomplete submissions.
✓
Submit separate certification applications for online gambling and social casino if you operate both types of product
Online gambling certification and social casino certification are entirely separate processes with different requirements. If you operate both a real-money gambling product and a social casino, you must apply for each certification separately. You also need to use separate Google Ads accounts for running online gambling and social casino campaigns — they cannot share the same account.
✓
Notify Google immediately if your gambling licence is revoked, suspended, or if any material change occurs to your business since certification
This is a hard requirement introduced in 2024. If your gambling licence is revoked, suspended, or terminated — or if a material change has occurred to your business, website, or operations since certification was granted — you must proactively notify Google and pause your ads. Failure to do so is treated as a violation of the Circumventing Systems policy and results in immediate permanent suspension without warning.
✓
Check whether Australia certification is currently available before applying for Australian targeting
As of August 25, 2025, Google paused all new certification applications for Australia. This means new operators cannot currently apply to target Australian users. If you already hold Australian certification, your existing ads can continue. If you do not, do not target Australian users with gambling ads until Google re-opens the application process. Check the current status at the Google Ads Help Centre before assuming Australia is available.
Geographic Targeting
✓
Confirm that every country you are targeting allows gambling advertising under Google's policy
Google only permits gambling advertising in approved countries and prohibits it entirely in others. Approved markets include the UK, USA (state-by-state), Canada, Germany, France, Japan, Brazil, Mexico, Israel, the Netherlands and more. Prohibited or heavily restricted markets include China, the Philippines, Thailand, and many others. Check the country-specific requirements page in Google's policy centre before setting any location targeting.
✓
Ensure your campaign location targeting matches exactly the countries listed in your certification
Your gambling certification is granted for specific countries. If your campaign targets a country that is not included in your approved certification, your ads will be disapproved with "URL does not match gambling certificate" or a targeting violation. Go into every campaign and compare your location targets against the list of countries approved in your certification. Remove any country not covered.
✓
For USA campaigns, check state-level restrictions — not all US states allow gambling advertising
The USA has no federal gambling advertising allowance. Each state operates independently. While 38 states have legalised sports betting, the regulations and Google's certification requirements differ per state. For example, as of March 2025, lottery couriers are no longer permitted in Texas and New Mexico. Check your US state-level targeting against the current Google country-specific requirements for the USA before running any US campaigns.
✓
Use explicit location exclusions in your campaign settings for all prohibited or uncertified countries
If you use broad targeting like "All countries" or large regional groups, your ads may serve in countries where you are not certified. Use the campaign Locations settings to add explicit exclusions for every country you are not certified to advertise in. Do not rely on Google's automatic filtering — set the exclusions manually.
✓
Understand offline gambling advertising restrictions — coverage extended to 35 countries in 2025
Offline gambling ads (promoting physical casinos, betting shops, and land-based venues) are now restricted across 35 countries — an expansion from the previous policy. Even if you operate a physical venue that is fully licensed locally, you must check whether your country is on the offline gambling restriction list before running any ads that promote that physical location.
Ad Copy & Creative Content
✓
Remove all language promising guaranteed wins, guaranteed returns, or risk-free gambling from your ads
Phrases like "guaranteed wins," "risk-free betting," "100% win rate," "can't lose," or "guaranteed returns" are a direct policy violation. Even in approved markets with proper certification, this language causes immediate disapproval. Replace with compliant language describing your product's features, welcome offers, or entertainment value — without making outcome guarantees.
✓
Add responsible gambling messaging prominently to your ads
Google requires responsible gambling information to be prominently featured in gambling ads. This means including a recognisable responsible gambling statement — for example, "18+ | Gamble Responsibly | BeGambleAware.org" for UK ads — in your ad copy, callout extensions, or structured snippets. A small disclaimer hidden in ad extensions is not sufficient. The message must be visible and meaningful.
✓
Remove any ad creative that could reasonably appeal to or target minors or vulnerable individuals
Ads using cartoon characters, bright childlike imagery, or language that appeals to young people are not permitted in gambling advertising. All models shown in ad imagery must clearly appear to be adults. Ads must not suggest gambling is appropriate for anyone under the legal gambling age in the target country (18 in most countries, 21 in some US states).
✓
For social casino ads, confirm your ad copy does not imply or suggest users can win real money or real prizes
If you hold social casino certification, your ads must explicitly state you are not offering real-money gambling and are not providing prizes of real-world value. Any language suggesting real winnings — "win big," "cash prizes," "real rewards" — in a social casino ad is a direct violation. Include a clear disclaimer: "No real money gambling. No real prizes."
✓
Ensure your ad's final URL and display URL match the certified website domain exactly
Your certification is tied to one specific domain. If your ad uses a different domain, a subdomain not listed in your certification, or a tracking redirect that resolves to a different domain, you will receive a "URL does not match gambling certificate" disapproval. Check every ad's final URL and make sure it matches the certified domain character-for-character.
Landing Page & Website Requirements
✓
Remove any language from your landing page that promises guaranteed wins, guaranteed returns, or risk-free outcomes
Every rule that bans "guaranteed wins" language in your ads also applies to your landing page and any page your ad links to. Google's reviewer checks your destination pages — not just your ad. Scan every page your ads link to and remove: guaranteed win, risk-free bet, can't lose, 100% win rate, and any similar outcome-guarantee language.
✓
Add a prominent responsible gambling section or link to your landing page
Your landing page must include responsible gambling information — not just a small footer link. This should include: (1) a visible age restriction statement (18+ or 21+), (2) links to problem gambling resources appropriate to the countries you are targeting (e.g., BeGambleAware, GamCare, NCPG, or your local equivalent), and (3) a responsible gambling statement that is clearly visible above the fold or in a prominent page location.
✓
Display your gambling operator licence number and the issuing authority visibly on your website
Most gambling regulators require you to display your licence number and a link to your regulator on your website — and Google's reviewers use this as a legitimacy signal. Include your licence number, the name of the issuing authority (e.g., "Licensed and regulated by the UK Gambling Commission, licence number XXXXXXX"), and a link to the regulator's verification page in your website footer.
✓
Implement an age verification mechanism before users can access gambling content or complete registration
A functioning age verification process — whether a simple self-declaration gate or a full ID verification flow depending on your jurisdiction — demonstrates compliance and is expected by Google's reviewers on gambling sites. The minimum is an age confirmation that must be completed before any gambling-related content, games, or registration forms are accessible.
✓
Ensure all landing pages linked from your ads load correctly and display content without requiring an account login
Google's reviewer visits your landing pages as an anonymous user. If the page requires login to see any content, redirects to a broken page, or fails to load properly, the ad will be disapproved. Test every landing page URL from your ads in a private/incognito browser window and confirm the content loads and displays fully.
Social Casino Games — Special Rules
🚨Social casino violations are classified as egregious. Google will permanently suspend your account on first detection without any prior warning, and you will not be allowed to advertise with Google again. There are no second chances in this category.
✓
Confirm your social casino product has absolutely zero ability to exchange any virtual currency for real-world value
A social casino is defined as a play-for-fun simulated gambling game with no real-money prizes and no ability to convert virtual currency into anything of real-world value — including gift cards, crypto, physical prizes, or cash. If your platform has any mechanism — direct or indirect — by which a user can extract real-world value from virtual winnings, you are not a social casino and cannot use social casino certification.
✓
Confirm you are NOT operating a sweepstakes casino or any dual-currency model that allows prize redemption
Since October 2025, sweepstakes casinos — platforms using Gold Coins for play and Sweeps Coins (or any equivalent) redeemable for real prizes — are explicitly excluded from social casino certification. If you operate such a model and are still running ads under social casino certification, stop immediately. Your certification is now invalid and continuing to run ads under it is a circumventing systems violation.
✓
Use a completely separate Google Ads account for social casino campaigns — never in the same account as real-money gambling ads
Google requires social casino and online gambling campaigns to be in completely separate Google Ads accounts. Running both types in the same account is a policy violation that can cause both to be suspended. If you operate both product types, create dedicated accounts for each and apply for the appropriate certification for each account separately.
✓
Include a clear disclaimer in all social casino ads stating no real money gambling and no real-world prizes are offered
Every social casino ad must include a disclaimer to this effect: "No real money gambling. For entertainment only. No real prizes." This must be clearly readable in the ad — not in microscopic fine print. Include it in your ad description, callout extensions, or as a structured snippet. Ads without this disclaimer will be disapproved under social casino certification requirements.
✓
Confirm any affiliates or partners promoting your social casino are not using non-compliant Google Ads promotion
Affiliates are not permitted to promote social casino content directly on Google Ads. If you operate a social casino and use affiliates for promotion, confirm that none of your affiliates are running Google Ads campaigns promoting your social casino. Affiliate promotion of social casino products via Google Ads is a policy violation that can affect your certification and your affiliates' accounts.
Affiliates, Aggregators & Third-Party Promoters
✓
Understand that affiliates can advertise licensed gambling operators but cannot directly promote social casino content
If you are an affiliate or aggregator promoting gambling brands, you can run Google Ads for licensed online gambling operators in certified countries — provided you hold your own certification or operate under the operator's certification arrangement. However, directly promoting social casino content as an affiliate is explicitly banned. Do not run social casino promotion as an affiliate under any certification arrangement.
✓
Ensure your affiliate or aggregator website is the domain you apply for certification with — third-party subdomains are not certifiable
If your affiliate site is hosted at, for example, yourcasinos.partnerplatform.com rather than yourcasinos.com, you cannot receive certification for it. Certification is only available for second-level domains you own and operate. If you are running affiliate campaigns with a subdomain on a third-party affiliate network's platform, move your content to your own domain before applying.
✓
Remove any affiliate ad copy that promises guaranteed odds, best-odds guarantees, or outcome-based price-boost claims
Affiliate ads are subject to the same content rules as operator ads. "Best odds guaranteed," "price boost guarantee," and similar claims that imply a guaranteed outcome or value are not permitted. Affiliate ads must promote the brand, product features, or welcome offers — not outcome guarantees.
✓
If using an MCC (Manager Account), confirm it has not had significant volumes of gambling certificates revoked under the March 2026 rules
As of March 2026, Manager Accounts (MCCs) that have had significant volumes of gambling certificates revoked from accounts under their management — or where accounts under their management have violated gambling policy while relying on a certificate — will lose the ability to apply for any new online gambling certificates and will have all existing certifications revoked. If you manage multiple gambling clients under one MCC, ensure all accounts are in full compliance.
Fixing Disapprovals & Submitting Your Appeal
✓
Fix every issue in this checklist before submitting any appeal or requesting an ad review
Google's reviewer visits your live website and reviews your account settings when processing an appeal. If the violations are still present — wrong targeting, missing certification, banned ad copy — the appeal is rejected and future appeals become harder. Fix everything first. Appeal once, with everything in order.
✓
Do not create a new Google Ads account after a gambling-related suspension — it is a circumventing systems violation
Creating a new account after a suspension — whether to circumvent a temporary or permanent suspension — violates Google's Circumventing Systems policy. Google links accounts by payment method, device, IP address, and website domain. New accounts associated with previously suspended gambling accounts are automatically suspended. You must appeal the original account, not start fresh.
✓
For individual ad disapprovals, request a review through Ads & assets after fixing the issue
If you have a disapproved ad (not an account suspension), go to Ads & assets in your Google Ads account, find the disapproved ad, fix the issue, then click "Request review." Include a brief explanation of what you changed. Gambling ad reviews are manual and typically take 3–7 business days — longer than standard ad reviews.
✓
For account-level warnings or suspensions, appeal through Policy Manager with your full documentation package
Go to Tools → Policy Manager → find the account-level warning or suspension notice → submit your appeal. Include: (1) a clear explanation of what the violation was, (2) exactly what you changed to fix it, (3) copies of your current gambling operator licences, (4) your certification approval details, and (5) screenshots of your corrected targeting settings and landing pages. Vague appeals fail — document everything.
✓
Wait 3–7 business days for review and do not resubmit the same appeal while one is still being processed
Gambling reviews are always manual and take longer than automated ad reviews. Submitting duplicate appeals while one is in progress does not speed things up — it resets the queue. Wait for the current review to complete. If rejected, identify what additional fixes are needed, make those changes, then submit again with a note explaining the new changes made since the previous appeal.
Need expert help navigating gambling policy compliance?
Muhammad Umair specialises in Google Ads restricted category setup, certification strategy, and suspension recovery. Get specific, account-level guidance tailored to your exact situation.