BREAKING: Google Announces Major Crackdown on Gambling Advertising – New Certification Rules Effective March 23, 2026

Google has announced sweeping changes to its gambling advertising policy that will dramatically reshape how online casinos and betting operators can acquire traffic through paid search and display networks. The new rules take effect March 23, 2026 across 35 countries in Europe, Africa, and the Middle East.

Key Policy Changes

Affected Markets

The policy applies to advertisers in Europe (UK, Germany, Spain, Italy, Netherlands, Sweden, Denmark, and 20+ more countries), the Middle East (UAE, Saudi Arabia), and Africa (South Africa, Nigeria, Kenya, and emerging iGaming territories).

Impact on Traffic Acquisition

For operators, direct-to-consumer advertising becomes the primary Google strategy. Investment in owned media and SEO intensifies. Compliance costs increase but so does competitive moat.For affiliates, Google Ads becomes largely inaccessible for traditional models. A pivot to organic traffic, social media, and native advertising is required. Partnering with licensed online casino operators to conduct joint advertising campaigns can serve as a workaround.

For the industry overall, consolidation is expected as smaller players lose access to paid traffic. Traffic quality improves as fraudulent operators are filtered out, but CPAs will likely increase due to reduced supply of compliant traffic sources.

Expert Analysis

“This is Google’s most aggressive move against gray-market gambling traffic in years. Affiliates who built their business on paid search arbitrage need to diversify immediately. The winners will be those with strong organic presence and direct operator relationships.”

Parallel Developments

In Brazil, President Lula announced a crackdown on unlicensed online gambling platforms. In the UK, prediction markets have been officially classified as gambling, requiring operators to obtain licenses. New Zealand is preparing online casino regulation by the end of 2026. Casino Philadelphia launched a $1M promotional campaign, signaling intensifying market competition.

Bottom Line

The global iGaming landscape is shifting toward stricter regulation and compliance-first traffic strategies. Affiliates and operators who adapt early will capture market share while competitors struggle with the new rules.

Source: Google Ads Policy Update (February 2026), Yogonet International