Google is introducing a new option for advertisers seeking online gambling certification, allowing some businesses to submit applications directly through their Google Ads accounts. The rollout is scheduled to begin in October 2026 and will take place gradually.
According to Google’s announcement published on October 15, the new process will offer an alternative to the existing application route through the Google Ads Help Centre. The change will not affect all advertisers or applications immediately, and existing certifications and pending applications will remain unchanged.
Google Ads Adds a New Route for Gambling Certification
Under the updated process, eligible advertisers will be able to apply for online gambling certification through their Google Ads accounts. The new option will be available in the account administration interface under Admin → Policy → Account.
Previously, advertisers could submit certification applications through the Google Ads Help Centre. Google says this method will remain available during the rollout, giving affected advertisers a choice between the two application routes.
The company is introducing the feature incrementally rather than activating it for every account at once. As a result, access to in-account applications may vary depending on the advertiser and the status of the rollout.
What Changes for Online Gambling Advertisers?
The update concerns the way advertisers apply for certification, rather than an announced change to Google’s underlying gambling advertising requirements.
Online gambling businesses that need Google’s approval to advertise will have an additional application option once the feature becomes available to their accounts. However, the announcement does not state that certification eligibility criteria, licensing requirements, or advertising permissions are being relaxed.
Advertisers should therefore continue to review Google’s applicable gambling and games policies and ensure that their businesses meet the requirements for the markets they target.
Existing Certifications and Pending Applications Remain Unchanged
Google has explicitly stated that the incremental rollout will not affect certifications already held by advertisers or applications that are currently pending.
This means the introduction of the new interface is not, by itself, a requirement to submit a new application or repeat an existing certification process.
Advertisers with applications in progress can continue to rely on the existing process unless Google communicates a separate requirement applicable to their accounts.
How to Apply for Online Gambling Certification Through Google Ads
Once the feature becomes available, eligible advertisers will be able to access the new option from their account administration settings.
The announced process can be summarised as follows:
- Sign in to the relevant Google Ads account.
- Open the Admin section.
- Navigate to Policy → Account.
- Look for the online gambling certification application option, if it is available.
- Follow the instructions provided by Google to submit the application.
Advertisers who do not yet have access to the new feature can continue to apply through the Google Ads Help Centre.
The exact availability of the in-account option will depend on Google’s gradual rollout. Businesses should consult the official documentation for the latest instructions.
What the Update Means for the Gambling Advertising Market
Google’s move brings the certification application process closer to the interface advertisers already use to manage their campaigns and account settings. For eligible businesses, this may make the application route more convenient by reducing the need to navigate a separate Help Centre workflow.
However, the practical impact will depend on how quickly the feature reaches individual accounts and whether Google introduces further changes to the certification process.
For operators, affiliates, and other businesses involved in online gambling advertising, certification remains an important compliance consideration. Access to an application interface should not be confused with approval to advertise: businesses must still meet the applicable policy requirements.
Source: https://support.google.com/adspolicy/answer/18765613
