Google Ads has updated its policies for alcohol, gambling and games.
Google Ads will be expanded its alcohol policy to include new approved geographic locations, and updated the gambling and games policy to include new certification requirements for all categories.
The new ads policy will incorporate the certification requirements introduced in March, which means all accounts that look to advertise in any gambling or games category must now demonstrate good policy health.
Google has also re-emphasised that domains must be directly owned and controlled by the business and websites hosted on free, subdomains are ineligible. Domains unrelated to gambling also do not qualify for certification.
The tech giant also noted that manager accounts which have repeatedly been flagged for gambling violations while used a certificate or those which have had their certifications revoked, will not be able to apply for any new gambling certificates.
The new updates will come into effect from 14 September, 2026.
In addition, Google Ads has expanded the approved geographic locations for the sale and promotion of alcoholic drinks. Under the updated to policy, advertisers in newly approved locations can now promote beverages up to the maximum permitted alcohol by volume (ABV) for that specific region, as well as 0% ABV beverages.
The newly approved locations include: Botswana, Burundi, Brazil, Cameroon, Congo Brazzaville, Croatia, DR Congo, Ecuador (<5%), Eswatini, Ethiopia, Finland, Gabon, Iceland (<2.25%), Ivory Coast, Jamaica, Kenya, Lesotho, Mozambique, Namibia, Rwanda, Serbia, Seychelles, Sierra Leone, Slovenia, South Korea, Tanzania, Vietnam (<5.5%), Zambia, and Zimbabwe.
Advertisers must ensure campaigns comply with specific ABV limits, and follow all local rules and regulations – and never target children in their ads.
