Google Ads has opened gambling advertising for the UAE market
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Google Ads has updated the rules for the UAE and, starting March 10, 2026, began allowing licensed operators to advertise in the lotteries, internet gaming, and sports wagering categories. This means that lotteries, online gambling, and sports betting can now be promoted in the system if the advertiser meets Google’s requirements.
This is a significant shift for the market: previously, the promotion of such products in the UAE was virtually closed, and now Google has officially opened this channel to operators operating in a regulated model. The update was posted in Google Ads Help as a separate policy change for the country.
You need a GCGRA license to run ads
Google has explicitly stated that only companies that are authorized by the General Commercial Gaming Regulatory Authority (GCGRA) are allowed to advertise. In addition, a license is not enough: advertisers must be separately certified by Google before launching campaigns.
GCGR’s website says that it is the only competent authority that issues licenses for commercial gaming in the UAE, and work without such a license is considered illegal and may entail serious sanctions.
Casino products also fall under Internet gaming in the UAE
It is important that GCGRA classifies lottery, internet gaming, sports wagering and land-based gaming facilities as regulated types of commercial gaming. At the same time, in the description of internet gaming, the regulator explicitly lists casino games, including slots, roulette, blackjack, baccarat, craps and poker.
In other words, it’s not just about sports betting or lotteries. The Google Ads update actually opens up the opportunity to promote full-fledged online casinos in the UAE, but only for operators who are already integrated into the local regulatory system and have received approval from both GCGRA and Google’s advertising platform itself.
Source: https://support.google.com/adspolicy/answer/16856189
