This is a continuation of our material exploring advertising opportunities in the gambling sector provided by Google Ads across different jurisdictions, based on each country’s legislation.
Mexico
Advertisers must present a valid operating license if they are the operator, or a partnership agreement if they are an agency or affiliate working on behalf of a licensed operator. This allows the promotion of online casinos, bingo, lotteries, and sports betting.
Websites that provide information about gambling may link only to licensed Mexican operators. Each ad must include a message stating that gambling is restricted to adults and encourage responsible gaming.
Morocco
Any advertising of land-based casinos is prohibited.
Netherlands
Advertising is permitted for sports betting and online lotteries. It is also legal to distribute gambling-related informational content such as vouchers, bonus codes, books, predictions, and handicapping materials.
In 2024, the Dutch Gambling Authority (Kansspelautoriteit) tightened rules, requiring clear disclaimers and age restrictions in all gambling-related ads.
New Zealand
Google Ads may be used to promote online casinos, online bingo, and sports betting, provided the operator is licensed by the Department of Internal Affairs.
It is also legal to promote informational content (bonuses, guides, predictions) and lotteries connected with gambling.
Nigeria
Local licensed operators can use Google Ads to promote lotteries, sports betting, and online casinos.
Regulatory supervision has strengthened since 2024, requiring inclusion of responsible gaming messages in all campaigns.
Northern Ireland
Advertising of land-based casinos, online casinos, betting, and bingo is fully prohibited.
Only state-run lotteries may advertise under strict conditions.
Norway
Locally licensed operators may promote online bingo, sports betting, and online casinos through Google Ads.
Bonus codes, vouchers, predictions, and other gambling-related information are also permitted for advertising, provided they comply with Lotteri- og stiftelsestilsynet (the Norwegian Gambling Authority) rules.
Peru
According to Google’s current rules, promotion of online casinos, online bingo, online betting, and lotteries remains prohibited.
Peru’s 2023 gambling law introduced licensing, but Google has not yet opened certification for Peruvian advertisers.
Philippines
Promotion of land-based or online casinos involving real money or material stakes is prohibited.
The only exception is for state-licensed operators (like PAGCOR), which may advertise online casino games and lotteries under controlled conditions.
Portugal
Local legislation allows the use of Google Ads to promote online casinos, online betting, and bingo.
Websites that inform or compare gambling operators can also advertise, provided they do not conduct gambling themselves.
Promoting bonus codes, vouchers, books, and forecasts related to the industry is also legal.
Romania
Legal advertising campaigns are allowed for online casinos, sports betting, bingo, and lotteries, as well as informational sites related to gambling.
All licensed advertisers must register with ONJN (Oficiul Național pentru Jocuri de Noroc).
Russia
Google currently does not allow the advertising of land-based casinos or any games involving real-money stakes.
Only national or regional lotteries are permitted to advertise.
Serbia
Advertising policies are similar to those of EU countries. It is permitted to promote online casinos, sports betting, bingo, and informational gambling websites.
Any gambling-related informational content is also legal to advertise.
Singapore
It is completely prohibited to use Google Ads for promoting land-based casinos or any type of online gambling.
Only state-run lotteries and limited charity games are exempted under the Remote Gambling Act.
Slovakia
Licensed operators may advertise online casinos, online bingo, and sports betting.
It is also lawful to promote related informational materials such as books, bonuses, and vouchers.
Slovenia
Only the state lottery operator is allowed to advertise its lottery products through Google Ads.
South Africa
National gambling law permits the promotion of sports betting and lotteries without extra restrictions, provided the operator is licensed by the National Gambling Board.
Spain
Advertising of online casinos, lotteries, sports betting, bingo, and raffles is permitted for licensed operators.
Gambling-related informational websites may also promote their content.
Since 2023, Spain enforces time restrictions and mandatory disclaimers on gambling ads.
Sweden
With a valid license from Spelinspektionen, operators can run ad campaigns for lotteries, online casinos, bingo, and sports betting.
Gambling-related information, such as bonus guides or predictions, may also be advertised.
Switzerland
Commercial companies may advertise online casinos and lotteries.
However, only the state operator may promote sports betting under current Swiss law.
Taiwan
The state lottery operator is permitted to use Google Ads to promote lottery products.
Advertising of land-based casinos remains strictly prohibited.
Thailand
Advertising of land-based casinos and online gambling is banned.
Only the Government Lottery Office may promote lotteries and sports betting (under state control).
Turkey
The online sector may promote lotteries and sports betting.
It is also allowed to advertise informational content related to the industry, such as bonus codes, vouchers, books, and guides.
Ukraine
As of early 2021, Google Ads permitted only lottery promotion, while advertising of land-based casinos remained banned.
Since the country’s new gambling regulations took effect, Google has not yet updated its advertising policies to reflect Ukraine’s licensing framework.
United Arab Emirates (UAE)
Promotion of any land-based gambling establishments or online gambling is strictly prohibited.
United Kingdom
Advertising through Google Ads is allowed for licensed operators offering sports betting, online bingo, online casinos, lotteries, as well as comparison and informational websites that do not provide gambling themselves.
Promotion of bonus codes, guides, and predictions is also legal, provided it complies with the UK Gambling Commission rules.
United States
Among non-casino online games, only fantasy sports are allowed to advertise, and even then only in certain states.
Advertisers must avoid targeting minors, must include responsible gaming messages, and cannot associate with schools or universities.
State-run lotteries can advertise in all states, while online gambling promotion (casinos, horse racing, or sports betting) depends on state law.
Vietnam
There is a total ban on any Google Ads campaigns promoting land-based casinos or online gambling involving monetary or material stakes.
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