Google Ads to require all online gambling operators to hold a licence by the new Irish regulator.
Google Ads has updated its gambling and games policy for the Republic of Ireland to prepare for new regulatory requirements expected to be brought in by the Gambling Regulatory Authority of Ireland (GRAI).
From today, Google Ads will require all online gambling operators to be licensed by the GRAI, and those operators must then re-apply for certification with that licence.
Advertisers have until 1 September, 2026 to complete the re-application process, and those that do not, will have their certification revoked. In order to continue advertising, these accounts must reapply using the required GRAI credentials.
Affiliate Leaders did contact GRAI for a comment, and while the regulator abstained from commenting on the policy of an individual business (Google), it did provide context for the intended changes.
“In terms of igaming affiliates, they cannot promote a betting operator who is unlicensed,” the regulator said.
A key facet of this legislation is the regulator can apply to the High Court for an order “directing that a person advertising prohibited gambling activity ceases to do so”, as well as blocking access to providers and blocking payment providers.
“The GRAI began accepting and processing applications for remote betting licences, remote betting intermediary licences and in-person betting licences on the 9 February 2026. Further licence types covering gaming, lottery, charitable and philanthropic will follow in due course.
“The GRAI will also oversee business-to-business (B2B) activities including the entities who sell or supply, directly or indirectly, gambling products or gambling related services and those who advertise for sale or supply relevant gambling products and services.”
Another key aspect of the GRAI’s aims is in education and bringing awareness to identifying unlicensed gambling and illegal operators.
“We will also work with platforms and our colleagues at Coimisiún na Meán [Media Commission] to take action in relation to harmful illegal content, and specifically illegal remote betting sites,” the regulator confirmed.
