Google tightens gambling ad certification rules, closing loopholes for illegal operators

More bad news for illegal operators. Google has introduced a new gambling advertising certification system, and this decision could significantly change the rules of the game in the online gambling market, including in Ukraine. Since August 26, applications to run gambling advertisements can only be submitted through a new dedicated form, while the platform is now much more thorough in checking whether the information provided in an application matches the data published on the advertised domain.

Previously, Google’s gambling advertising certification procedure was largely based on trust in the applicant: a company would fill out a form, provide basic information, and, provided it met the formal requirements, receive permission to launch an advertising campaign. Since the end of August, the approach has become considerably stricter.

The platform cross-checks the information provided in the application against what is actually published on the website. The advertised resource must clearly display the registered company name and license number, as well as an age restriction warning, a responsible gambling section, and the website’s terms of use. If the information does not match, for example, if the company name in the application differs from the name displayed on the website Google may require additional proof that the brand is legally affiliated with the company submitting the application. This makes it significantly more difficult to submit applications for brands with names similar to popular ones or for counterfeit brands.

Requirements for affiliates and aggregators have also been tightened. The footer of such websites must now clearly state that the link leads specifically to the website of a licensed gambling operator. If a company plans to advertise a mobile application, it will have to prove the technical and legal connection between the app and the website specified in the certification application.

Another important point is that certification is now tied to a specific jurisdiction. Separate certification is required for each country where advertising is planned. Different application forms are provided for real-money games and games that simulate gambling but do not allow users to win real money. Finally, any change to a company’s registration details automatically means that the certification process must be completed again from scratch.

These changes are particularly significant for the Ukrainian market, where one of the biggest challenges in combating illegal gambling is the use of “mirrors”: clones of blocked websites that illegal operators launch by the dozens or even hundreds immediately after the primary domain is blocked. The scheme is well known: as soon as one domain is banned, several new ones, almost identical in content and functionality, appear almost instantly, and illegal operators immediately promote them through advertising, purchasing traffic from Google and other major platforms.

This is precisely where the new certification rules become a serious obstacle for illegal operators. Previously, it was possible to simply register another clone and submit a formal application. Now, however, any discrepancy between the information provided in the application and the actual content of the website, and especially any change to the legal entity’s name or registration information, automatically makes it impossible to quickly restore advertising visibility. The company will have to go through the full certification procedure again each time. This is no longer a matter of a few hours but a significant delay that undermines the economic model behind rapid “mirror” relaunches.

In effect, Google is adding another layer of protection on top of the measures already being taken by Ukrainian regulators and law enforcement agencies in their fight against illegal gambling. Stronger controls over advertising traffic are a tangible positive development for licensed businesses. Companies that invest in legal compliance, obtaining licenses, and building a transparent reputation gain real, rather than merely declarative, protection for their investments, as their illegal competitors find it significantly more difficult and expensive to compete for the same advertising space.

It is currently difficult to assess how effective the new rules will prove in practice - shadow operators have traditionally been quick to adapt to new regulations and find ways around them. Nevertheless, the very fact that one of the world’s largest advertising platforms is systematically tightening its requirements specifically for gambling advertising is an important signal for the entire industry and potentially a valuable tool for those operating legally.