Google Ads accepts sports betting ads in Missouri

Google announced on August 15, 2025, that it will begin accepting and running advertisements for sports betting from certified, state-licensed entities in Missouri. According to the Google Ads Gambling and games policy documentation, this update represents another step in the company's gradual expansion of gambling-related advertising permissions across the United States.

The policy change, posted on August 15, 2025, specifically targets sports betting advertising from licensed operators within Missouri. According to Google's official announcement, "We will begin to accept and run ads for sports betting from certified, state-licensed entities in Missouri from August 15, 2025." This date marks both the announcement and implementation of the new policy, allowing immediate eligibility for qualifying advertisers.

Certification requirements and application process

Advertisers seeking to promote sports betting content in Missouri must complete Google's certification process before running advertisements. According to the documentation, "Advertisers must apply for certification" and "Application for certification will be open to advertisers who wish to promote online gambling content in this region effective immediately."

The certification process requires advertisers to demonstrate compliance with Missouri state licensing requirements and Google's gambling advertising policies. According to Google's gambling and games policy guidelines, advertisers must maintain valid state licensing throughout their advertising campaigns. The policy states that advertisers "must maintain any license, authorization, registration or similar required under this policy for as long as the advertiser remains certified by us and must notify us immediately if any of the above expire or is suspended or terminated."

Google provides a specific application form for gambling certification through its Help Center. The application requires detailed information including contact details, end customer company names, Google Ads customer identification numbers, and specific URLs intended for promotion. According to the application form, "The domain must be one of the business owns and controls directly. Websites hosted on free subdomains are not eligible."

The certification process encompasses multiple gambling categories, including daily fantasy sports, sports betting, online casino, horse racing, and lottery couriers. Applicants must select their specific category during the application process.

Policy enforcement and compliance standards

Google maintains strict enforcement standards for gambling advertising violations. According to the policy documentation, "Serving gambling ads without a valid certification may result in your account being prohibited from running ads until you apply for and receive certification." The company considers gambling policy violations particularly serious, stating they "take violations of this category very seriously and consider them egregious."

For social casino games specifically, Google implements a zero-tolerance policy. The documentation warns that "If we find violations of this Social casino games policy, we will suspend your Google Ads accounts upon detection and without prior warning, and you will not be allowed to advertise with us again."

Account certification requires ongoing compliance with both state regulations and Google's policies. Material changes to an advertiser's operations, licensing status, or business structure necessitate recertification. According to recent policy updates, failure to recertify after material changes constitutes a violation of Google's Circumventing Systems policy.

Advertising format restrictions and requirements

The Missouri policy update allows sports betting advertising across most Google Ads formats, but certain restrictions remain in place. According to Google's gambling policy documentation, several ad formats cannot promote gambling content, including "Gmail ads, Shopping ads, Reservation display ads, Google TV masthead ads (outside of the USA)."

However, recent policy changes have expanded format availability in specific contexts. Google announced in April 2025 that Google TV Masthead would begin accepting sports betting and daily fantasy sports advertisements in the United States, marking a significant shift in premium ad placement policies.

Gambling advertisements must include specific consumer protection elements. All ads and landing pages must "display information about responsible gambling" and "never target minors." These requirements ensure compliance with responsible advertising standards across all gambling-related content.

Geographic targeting and content specifications

The Missouri update applies exclusively to advertising targeting users within Missouri state boundaries. Google's country-specific requirements system ensures that gambling advertisements only appear in jurisdictions where they comply with local regulations.

Advertising content must align with permitted gambling activities under Missouri state law. The policy specifically covers "sports betting" but does not extend to other gambling categories such as online casino games or social casino applications. Advertisers targeting multiple gambling categories or states must submit separate certification applications for each jurisdiction and content type.

According to Google's policy structure, advertisers wanting to target multiple states must "submit a separate application form for each country" or in this case, each state with distinct regulatory requirements.

Landing page and website requirements

Certified advertisers must maintain compliant landing pages that meet both Google's advertising standards and Missouri regulatory requirements. According to the gambling policy documentation, "Gambling and online gambling-promoting content ads and destinations must also: only target approved countries, have a landing page that displays information about responsible gambling and never target minors."

Website ownership represents a crucial certification requirement. The application process specifies that "The domain must be one of the business owns and controls directly. Websites hosted on free subdomains are not eligible." This requirement ensures that advertisers maintain direct control over their promotional content and comply with ongoing policy obligations.

Google prohibits certain types of gambling-promoting content, particularly aggregator services. The policy states that "Promotion of online gambling promoting content other than aggregator or affiliate sites that provide information about, or a comparison of, other gambling services is not allowed." This restriction maintains clear boundaries between direct gambling services and informational content.

Marketing implications and industry context

The Missouri policy expansion continues Google's measured approach to gambling advertising across US states. Previous expansions have included Florida in November 2023 and Delaware in January 2024, reflecting the growing legalization of sports betting across different states.

Digital advertising professionals working in the sports betting sector gain access to Missouri's advertising market through Google's platform. This represents significant reach potential, considering Google's dominant position in digital advertising and Missouri's population of approximately 6.2 million residents.

The gradual state-by-state policy updates reflect the complex regulatory landscape surrounding sports betting in the United States. Since the 2018 Supreme Court decision striking down the Professional and Amateur Sports Protection Act, individual states have established varied frameworks for sports wagering authorization and advertising.

PPC Land has extensively covered Google's gambling advertising policy evolution, noting the platform's emphasis on maintaining regulatory compliance while accommodating market expansion. The Missouri update represents another data point in this ongoing policy development across multiple jurisdictions.

Marketing professionals must navigate increasingly complex certification requirements as Google expands gambling advertising permissions. Each state expansion introduces specific regulatory compliance obligations that require careful attention to local licensing requirements and ongoing policy maintenance.

Technical implementation and account management

Certified advertisers must configure their Google Ads accounts to properly target Missouri users while maintaining compliance with geographic restrictions. The platform's targeting systems ensure that gambling advertisements only appear to users in authorized jurisdictions, preventing inadvertent policy violations.

Campaign setup requires specific category selection during the certification application process. Advertisers must identify their business model accurately, choosing from options including "Daily fantasy sports, Sports betting, Online casino, Horse racing, Lottery Couriers" according to the application form specifications.

Account monitoring becomes essential for maintaining certification status. Google requires immediate notification of any changes that might affect certification eligibility, including licensing status modifications, business structure changes, or regulatory compliance issues.

Timeline

• August 15, 2025 - Google announces and implements sports betting advertising acceptance for Missouri
• April 30, 2025 - Google TV Masthead begins accepting sports betting ads in the US
• January 5, 2024 - Google Ads expands eligibility for sports betting ads in Delaware
• November 15, 2023 - Google announces acceptance of sports betting ads in Florida
• September 30, 2024 - Google updates betting policy for Brazil with new certification requirements
• August 7, 2024 - Google begins accepting licensed online gambling ads in Peru
• September 2024 - Google tightens circumventing systems policy for gambling advertisers

PPC Land explains

Certification - The mandatory approval process that advertisers must complete before running gambling-related advertisements on Google's platform. This process verifies that advertisers maintain proper state licensing and comply with Google's gambling advertising policies. Certification requirements include providing detailed business information, demonstrating regulatory compliance, and maintaining ongoing obligations for policy adherence.

Sports betting - The practice of placing wagers on sporting event outcomes, which has seen rapid legalization across US states since 2018. In the context of Google's advertising policies, sports betting refers specifically to licensed, state-regulated wagering services that meet both local regulatory requirements and Google's certification standards for advertising eligibility.

State-licensed entities - Gambling operators that have obtained proper authorization from Missouri state regulatory authorities to conduct sports betting activities. These entities must maintain active licensing status throughout their advertising campaigns and immediately notify Google of any changes to their regulatory standing that might affect certification eligibility.

Google Ads - Google's comprehensive digital advertising platform that serves advertisements across search results, websites, mobile applications, and video content. The platform maintains strict policy guidelines for sensitive content categories, including gambling, and requires specialized certification processes for advertisers in regulated industries like sports betting.

Gambling policy - Google's comprehensive framework governing gambling-related advertising across its platforms. This policy establishes permitted content types, geographic restrictions, certification requirements, and enforcement standards. The policy varies significantly by country and state, reflecting diverse regulatory landscapes for gambling activities worldwide.

Application process - The formal procedure through which gambling advertisers request certification from Google. This process requires submission of detailed business information, regulatory documentation, website details, and ongoing compliance commitments. Applications must be completed separately for each jurisdiction and gambling category that advertisers wish to target.

Policy compliance - The ongoing obligation for certified gambling advertisers to maintain adherence to both Google's advertising policies and local regulatory requirements. Compliance includes maintaining valid licensing, reporting material business changes, ensuring responsible advertising content, and implementing required consumer protection measures.

Geographic targeting - The technical capability that ensures gambling advertisements only appear to users in jurisdictions where such advertising is legally permitted. Google's systems enforce geographic restrictions automatically, preventing policy violations that could result from showing gambling ads in prohibited locations or to users outside authorized territories.

Advertising formats - The various types of ad placements available through Google's advertising ecosystem, including search ads, display ads, video ads, and specialized formats like Google TV Masthead. Different gambling advertising restrictions apply to specific formats, with some maintaining stricter prohibitions than others for gambling-related content.

Responsible gambling - The industry standard requiring gambling advertisers to include consumer protection information, support resources, and age verification measures in their advertising content. Google mandates that all gambling advertisements display responsible gambling information and implement safeguards to prevent targeting of minors or vulnerable populations.

Summary

Who: Google Ads platform and certified, state-licensed sports betting entities in Missouri

What: Google begins accepting and running sports betting advertisements from licensed Missouri operators after completing certification requirements

When: August 15, 2025 (announcement and implementation date)

Where: Missouri, United States (geographic targeting restriction applies)

Why: Expansion of gambling advertising permissions in response to state-level sports betting legalization, following Google's measured approach to accommodate regulated gambling markets while maintaining compliance standards