Starting August 10, 2026, Google is rolling out a major change to how gambling and gaming ads work through Authorized Buyers β and if you run a website or app using Google Ad Manager, this update could directly affect what kind of ads show up on your inventory.
Here's a simple breakdown of what's changing, why it matters, and what you can do about it.
What's Actually Changing
Right now, gambling ads through Authorized Buyers are largely limited to a handful of US states. From August 10 onward, that changes significantly. Two big shifts are happening:- Gambling ads can now run in many more countries β not just the US.
- Advertisers no longer need special certification from Google to run this content through Authorized Buyers.
Which Countries Are Affected
This update expands gambling ad eligibility to a long list of new geographies, including (among others): Argentina, Australia, Brazil, Canada, Germany, France, UK, Japan, South Korea, Mexico, South Africa, Spain, Switzerland, and several more across Europe, Asia, and Latin America. If your audience is based in any of these regions, this is worth paying close attention to.What Counts as "Gambling" Content Here
This isn't just online casinos. The policy covers a broad range of gambling-related formats, including:- Online casinos and sportsbooks
- Bingo and slot machine apps or websites
- Online lottery tickets and scratch cards
- Sports betting platforms
- Games that use virtual currency with real-world value
Why This Matters for You as a Publisher
Here's the practical impact: you may start seeing more gambling-related ads on your site, even if you've never actively sought out this type of advertiser. This matters for a few reasons:- Brand safety β Gambling content isn't a fit for every website, audience, or region (and in some cases, may not be legal depending on where your traffic comes from).
- User experience β Your audience's expectations of your site may not include gambling promotions.
- Compliance β Local laws around gambling advertising vary widely, and it's worth understanding your own obligations as a publisher.
How to Stay in Control
If you'd rather not have gambling ads on your site, Google Ad Manager already gives you the tools to manage this:- Use Protections in Ad Manager to block specific ad categories, including gambling, from serving on your inventory.
- Set this up before August 10 so you're not caught off guard once the policy goes live.
- Regularly review your blocked categories, since new ad types and formats are added over time.
