Google Ads temporarily pauses gambling certification applications for Australia

Google Ads announced today a temporary pause in reviewing and accepting new certification applications from online gambling providers seeking to target Australian audiences. The immediate implementation of this policy change marks a significant shift in the advertising landscape for gambling operators in the Australian market.

According to the policy update posted on Google's Advertising Policies Help Center, "On August 25, 2025, Google Ads will temporarily pause the review and acceptance of new certification applications for online gambling providers targeting Australia." The announcement provides no specific timeline for when the pause might be lifted, leaving operators uncertain about future advertising opportunities.

This development affects the Australia-specific section of Google's comprehensive Gambling and Games policy, which governs how gambling-related advertisements can be served across Google's advertising network. The policy framework requires gambling operators to obtain both local licensing and Google certification before running advertisements on the platform.

The technical structure of Google's gambling certification process involves multiple layers of compliance verification. Operators must first demonstrate compliance with local gambling laws and industry standards for their target markets. For Australia, this traditionally meant proving authorization under the country's regulatory framework and meeting Google's platform-specific requirements.

The certification process typically requires advertisers to submit detailed documentation about their gambling operations, including proof of licensing from relevant Australian authorities. According to Google's existing policy documentation, gambling advertisements must "only target approved countries, have a landing page that displays information about responsible gambling and never target minors."

Google's definition of gambling for policy purposes encompasses "staking something of value on the outcome of events or processes determined by an element of chance with the opportunity to win something of value." This broad definition covers various forms of online gambling activities, including casino games, sports betting, online lotteries, and virtual currency gambling where items have real-world value.

The pause specifically targets new certification applications, meaning existing certified operators can continue advertising provided they maintain their current certifications and comply with ongoing policy requirements. However, new market entrants or existing operators seeking to expand their certification scope face immediate barriers to accessing Google's advertising platforms.

This policy change follows a pattern of increasingly strict gambling advertising regulations across multiple jurisdictions. Google has implemented similar restrictions in various markets throughout 2024 and 2025, reflecting the company's response to evolving regulatory landscapes worldwide.

The Australian gambling market represents a significant opportunity for operators, with substantial digital advertising spend historically flowing through Google's platforms. The temporary pause creates immediate uncertainty for marketing strategies and budget allocation among gambling companies seeking to reach Australian consumers.

Industry implications extend beyond individual operators to encompass the broader digital advertising ecosystem. Marketing agencies specializing in gambling sector clients must now adjust campaign strategies and explore alternative advertising channels while the pause remains in effect. The timing of the announcement, with immediate implementation, provides no transition period for affected businesses.

The policy modification demonstrates Google's proactive approach to regulatory compliance, even when specific local requirements may not explicitly mandate such restrictions. The company maintains that gambling advertisements must comply with both local laws and Google's own platform standards, creating a dual-layer compliance framework.

For existing certified gambling operators in Australia, the pause creates a competitive advantage by limiting new market entrants' access to Google's advertising network. This temporary market protection could influence business strategies and market positioning during the pause period.

The technical implementation of the pause involves modifications to Google's automated review systems for gambling certification applications. These systems use artificial intelligence and human review processes to evaluate compliance with both local regulations and platform policies. The pause effectively blocks new applications from progressing through this review pipeline.

Google's gambling policy framework has undergone numerous updates throughout 2024 and 2025, reflecting the dynamic nature of gambling regulation worldwide. Recent changes have affected markets including Brazil, Germany, and Nigeria, demonstrating the company's commitment to aligning with local regulatory requirements.

The Australia-specific pause represents a more conservative approach compared to complete policy overhauls implemented in other markets. Rather than restructuring the entire gambling advertising framework for Australia, Google has chosen to temporarily halt new entrants while maintaining existing certified operators' advertising capabilities.

Compliance requirements for gambling advertising on Google extend beyond basic licensing verification. Operators must implement responsible gambling measures, including age verification systems, gambling addiction resources, and clear terms and conditions. The pause may indicate Google's intention to strengthen these requirements before accepting new applications.

The financial impact of the pause varies significantly depending on operators' reliance on Google Ads for customer acquisition. Companies with diversified marketing strategies may face minimal disruption, while those heavily dependent on Google's platforms must rapidly develop alternative advertising approaches.

Market analysts suggest the pause could influence gambling operators' expansion strategies for the Australian market. Companies planning market entry or expansion may delay launch timelines pending clarification of Google's certification processes. This delay could affect broader market competition and consumer choice in Australia's online gambling sector.

The announcement's timing coincides with ongoing discussions about gambling advertising regulation across multiple jurisdictions. Australian regulators have maintained focus on responsible gambling measures and advertising standards, creating a complex compliance environment for operators and advertising platforms.

Google's approach to gambling advertising reflects broader industry trends toward enhanced consumer protection and regulatory alignment. The company's 2024 advertising safety report demonstrated significant increases in account suspensions and policy enforcement actions, indicating strengthened compliance measures across all advertising categories.

For gambling operators currently in the certification application process, the pause creates immediate uncertainty about application status and future prospects. Google has not provided specific guidance about applications submitted before the August 25 implementation date, leaving operators uncertain about their advertising timelines.

The temporary nature of the pause suggests Google intends to resume accepting applications following internal policy reviews or regulatory clarifications. However, the absence of a specific timeline creates planning challenges for affected businesses and their marketing strategies.

Alternative advertising channels for gambling operators include direct partnerships with Australian media outlets, social media advertising where permitted, and specialized gambling advertising networks. These alternatives may offer different reach and targeting capabilities compared to Google's comprehensive advertising ecosystem.

The policy update underscores the importance of regulatory monitoring for international technology platforms. Google's rapid implementation demonstrates the company's commitment to maintaining compliance with evolving regulatory expectations, even when such changes create business disruption for advertisers.

Timeline

• August 25, 2025: Google Ads announces temporary pause on new gambling certification applications for Australia with immediate effect
• September 2024: Google tightens circumventing systems policy for gambling advertisers
• September 2024: Google updates betting policy for Brazil with new certification requirements
• August 2024: Google updates gambling ad policy for Germany requiring GGL licensing
• January 2025: Google updates gambling policies following Nigerian Supreme Court ruling
• November 2024: Google allows personalized ads for social casino games

Summary

Who: Google Ads and online gambling providers seeking to target Australian audiences through the advertising platform.

What: A temporary pause on reviewing and accepting new certification applications for online gambling providers targeting Australia, while existing certified operators can continue advertising.

When: The policy became effective immediately on August 25, 2025, with no specified end date for the temporary pause.

Where: Australia, specifically affecting gambling operators seeking to advertise to Australian audiences through Google's advertising network including Search, Display, and YouTube.

Why: The announcement provides no specific rationale, but the change aligns with Google's pattern of strengthening gambling advertising compliance measures across multiple global markets throughout 2024 and 2025.

PPC Land explains

Certification Applications: The formal process through which gambling operators request permission to advertise on Google's platforms. These applications require extensive documentation proving regulatory compliance, licensing status, and adherence to responsible gambling standards. The certification system serves as Google's primary gatekeeping mechanism, ensuring only legitimate operators with proper authorization can access the advertising network. Applications typically involve multiple review stages, including automated screening and human evaluation of submitted materials.

Gambling Operators: Companies that provide online gambling services such as casino games, sports betting, lottery systems, and other wagering activities. These businesses range from large multinational corporations to smaller regional providers, all seeking to reach consumers through digital advertising channels. Operators must navigate complex regulatory environments across different jurisdictions while maintaining compliance with both local laws and platform-specific advertising requirements.

Policy Framework: The comprehensive set of rules, guidelines, and enforcement mechanisms that govern gambling advertising on Google's platforms. This framework encompasses eligibility criteria, content standards, targeting restrictions, and ongoing compliance requirements. The policy structure adapts to evolving regulatory landscapes and incorporates feedback from government agencies, consumer protection groups, and industry stakeholders to maintain advertising integrity.

Australian Market: The specific geographic and regulatory environment where gambling services operate within Australia's jurisdiction. This market represents significant commercial value for operators due to its established digital infrastructure, regulatory framework, and consumer engagement with online gambling services. The market operates under specific licensing requirements and consumer protection measures that influence how gambling services can be advertised and delivered.

Regulatory Compliance: The ongoing process of ensuring gambling advertising meets both local governmental requirements and Google's platform standards. Compliance involves continuous monitoring of changing regulations, implementing required safety measures, and maintaining documentation proving adherence to established standards. Non-compliance can result in immediate advertising suspension and loss of market access.

Advertising Network: Google's comprehensive system of digital advertising placements across Search, Display Network, YouTube, and other properties. The network utilizes sophisticated targeting algorithms and automated bidding systems to connect advertisers with relevant audiences. For gambling operators, network access represents the primary channel for reaching potential customers through Google's ecosystem of digital properties.

Temporary Pause: The specific policy action implemented by Google to halt acceptance of new certification applications while maintaining existing operators' advertising capabilities. This approach allows Google to review and potentially modify certification processes without completely disrupting the gambling advertising market. The temporary nature suggests an eventual resumption of applications, though no timeline has been specified.

Market Competition: The competitive dynamics among gambling operators seeking to acquire customers through digital advertising channels. The certification pause creates artificial scarcity by limiting new market entrants, potentially benefiting existing certified operators through reduced competition for advertising inventory and consumer attention. This dynamic can influence pricing strategies and market positioning during the pause period.

Digital Advertising: The broader category of online marketing activities that includes search advertising, display banners, video advertisements, and social media promotion. For gambling operators, digital advertising represents the primary customer acquisition channel, requiring sophisticated targeting capabilities and compliance management. The digital landscape offers precise audience targeting but requires navigation of complex policy frameworks.

Platform Standards: Google's internal requirements for advertising quality, safety, and user experience that supplement governmental regulations. These standards often exceed minimum legal requirements and reflect Google's commitment to user protection and advertiser quality. Platform standards can change independently of regulatory requirements, creating additional compliance layers for gambling operators seeking advertising access.