Gambling legislation often regulates not only gambling operations but also their marketing and advertising. These rules vary significantly across countries. Below is an updated overview (as of 2025) of what is allowed or prohibited, including changes under Google Ads’ “Gambling & games” policy.
Country-by-Country Summary
Australia
- Online gambling advertising is allowed with limitations, but only for properly licensed operators combining national or state-level authorization.
- Important new change: As of August 25, 2025, Google Ads temporarily paused accepting new certification applications for gambling advertising in Australia. Existing certified advertisers may continue for now.
Austria
- Online gambling promotion is permitted if the advertiser acquires approval from the Austrian Ministry of Finance.
- Licensed operators may promote online casino games, bingo, sports betting, bonus codes, vouchers, educational and predictive content, lotteries, etc.
Belgium
- Advertising is allowed for locally licensed operators only. They may promote online casinos, bingo, sports betting, as well as vouchers, bonus codes, and educational content.
Bulgaria
- Promotion of online gambling, bingo, online casino, and sports betting is allowed.
- Also allowed: vouchers, bonus codes, educational and predictive content, handicapping and lotteries.
Brazil
- Licensed operators may promote lotteries, racing bets, and licensed sports betting.
- Also permissible: sites comparing gambling services, or providing information about gambling (as long as they are not themselves gambling platforms).
Canada
- Only governmental or state-run operators may advertise online gambling, bingo, sports betting, and casino services.
- They can also promote associated content such as vouchers, bonuses, predictions, educational material.
China
- Advertising of any Internet gambling, or real-money gambling, or casinos (land-based or online) is banned.
- Advertising of gaming equipment or physical casinos is prohibited.
Croatia
- Licensed operators can advertise online casino, bingo, sports betting, and aggregator sites that provide information about gambling services.
- Also allowed: content like books, advice, predictions, bonus offers.
Czech Republic
- Online operators with government approval may advertise casino, sports betting, lotteries, bingo.
- Google allows campaigns about predictions, advice, vouchers, handicapping, bonus content.
Denmark
- Both commercial and state operators have distinct rules. Commercial operators can advertise land casinos, online casinos, sports betting, fantasy sports, slot machines, and gambling-related informational content.
- State operators may promote lotteries, bingo, scratch cards, bets, etc.
- Content portals or information sites must refer only to licensed operators.
Egypt
- Advertising land-based casinos is prohibited.
- There is little confirmed legal framework concerning online gambling ads — thus essentially disallowed under stricter interpretations.
Estonia
- Advertising for land casinos is banned.
Finland
- Advertising of online casinos, sports betting, bingo is allowed (generally by state-controlled operators).
- Information content about gambling is also permitted.
France
- Licensed operators may legally advertise online casinos, lotteries, bingo, and sports betting.
- Aggregator sites must link only to entities licensed in France, and cannot themselves run gambling services.
- Informational content about gambling is permitted.
Germany
- Google now requires that all gambling advertisers have certification from Germany’s gambling authority (GGL). Only operators and affiliates licensed by GGL can apply for Google Ads certification. All non-compliant certifications were revoked on that date.
- Because of this, many previously allowed ads have been disqualified unless the advertiser meets the new licensing and certification criteria.
Greece
- Advertising of online casinos, bingo, lotteries, sports betting is allowed.
- Gambling-related informational content (books, predictions, etc.) is also permitted.
Hong Kong
- Advertising of land-based casinos is disallowed.
- Legal promotion is limited to lotteries and sports betting (if legally allowed).
Hungary
- Licensed online casinos and sports betting operators may advertise.
- Only state/authorized bodies may promote lotteries.
- Informational content on gambling is allowed.
India
- Advertising land casino gambling is generally illegal.
- Regional restrictions apply: some states ban fantasy sports or online gaming.
- Google prohibits promotion of online gambling campaigns targeting India (except possibly games like Rummy, but even that is restricted in certain states).
Indonesia
- Google disallows ads for any online gambling, any game where money or items of value are staked in hopes of greater gain.
- Land-based casino advertisement is also prohibited.
Ireland (Republic)
- Licensed operators may advertise online casinos, betting, bingo.
- Informational content and lotteries tied to gambling can also be promoted.
Israel
- Advertising online casinos, bingo, sports betting is permitted (for licensed operators).
- Gambling industry content is allowed.
Italy
- Gambling-related advertising is generally banned, except state-run lotteries.
- Only lottery promotion by public entities is allowed.
Japan
- Google allows only gambling verticals under government control: horse racing, boat racing, bicycling and motorbike racing, and official lotteries.
- Other forms of online gambling remain prohibited.
Kenya
- Advertising allowed for state-regulated lotteries, sports betting, online casino (if operator is licensed).
- Generally, only the gambling verticals legally permitted by regulation can advertise.
Korea (South Korea)
- Advertising for land-based casinos or general gambling is prohibited.
- State-operated lotteries and sports betting (where legal) may advertise under restrictions.
Latvia
- Advertising permitted only for state lotteries.
Lithuania
- Local legal operators may promote lotteries, online casinos, sports betting, and bingo.
Malaysia
- All forms of gambling advertisement are prohibited: land-based and online gambling promotions are disallowed.
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