Google Ads tightens policy for gambling advertisers

Google this week announced an update to its Circumventing Systems policy for Google Ads, set to take effect in November 2024. This change, revealed on September 3, 2024, primarily affects advertisers with Gambling and games certification. The update introduces stricter requirements for these advertisers to maintain compliance with Google's policies.

The core of this policy update revolves around the recertification process for Gambling and games advertisers. According to the announcement, certified advertisers in this category must recertify if any material changes have occurred since their initial certification application. Failure to do so will be considered a violation of the Circumventing Systems policy.

But what constitutes a material change? Google has provided some clarity on this point. Material changes include, but are not limited to:

1. Alterations to product offerings that conflict with licenses or approvals previously provided to Google.
2. Changes in the advertiser's compliance with applicable regulations.
3. Modifications to the advertiser's licensure or other factors that affect compliance with Google's Gambling and games certification requirements.

It's worth noting that not all changes necessitate recertification. Google explicitly states that changes to an advertiser's address or payment methods are not considered material for the purposes of this new requirement.

While the announcement was made on September 3, 2024, the policy update itself won't come into force until November 2024. This two-month gap provides advertisers with a window to review their current status and prepare for the new requirements.

Google's stance on violations of this policy is unequivocal. The company states that it considers violations of the Circumventing Systems policy to be egregious. The consequences for non-compliance are severe: immediate account suspension upon detection, without prior warning. Moreover, violators will be permanently banned from advertising on Google's platform.

This zero-tolerance approach underscores the importance Google places on maintaining the integrity of its advertising ecosystem, particularly in sensitive areas like gambling and gaming.

For gambling and gaming advertisers, this policy update introduces a new layer of compliance management. These advertisers will need to:

1. Implement systems to track material changes in their operations, product offerings, and regulatory compliance.
2. Develop processes for timely recertification when material changes occur.
3. Ensure all advertising content and targeting remains consistent with their current certification status.

Failure to adapt to these new requirements could result in sudden account suspensions, potentially causing significant disruption to advertising campaigns and business operations.

This change to the Circumventing Systems policy is part of Google's ongoing efforts to refine and strengthen its advertising policies. The gambling and gaming sector, being heavily regulated and varying significantly across jurisdictions, requires particular attention to ensure compliance with local laws and ethical advertising standards.

By implementing this recertification requirement, Google aims to:

1. Maintain up-to-date information on advertisers in sensitive categories.
2. Ensure ongoing compliance with both Google's policies and applicable laws.
3. Protect users from potentially misleading or non-compliant gambling advertisements.

It's important to note that while Google provides translated versions of its Help Center content, the English version remains the official language for policy enforcement. This point is crucial for international advertisers who must ensure they're adhering to the precise requirements as stated in the English version, regardless of any nuances that might arise in translations.

This policy change prompts several questions for affected advertisers:

• How frequently might material changes occur in the gambling and gaming industry?
• What specific processes will Google implement for the recertification procedure?
• How quickly must advertisers report and recertify after a material change occurs?

These questions highlight the need for clear communication between Google and its advertising partners in the coming months.

The gambling and gaming advertising landscape on Google's platform may see significant shifts as a result of this policy update. Potential implications include:

• A more level playing field, as all advertisers will be held to the same high standards of ongoing compliance.
• Increased administrative burden for gambling and gaming advertisers to monitor and report changes.
• Possibly fewer, but more compliant, gambling advertisements on Google's network.

How will this affect user experience? Users may encounter more consistently compliant gambling advertisements, potentially enhancing trust in the ads they see on Google's platforms.

Key Facts

• Policy: Update to Google Ads Circumventing Systems policy
• Announcement Date: September 3, 2024
• Implementation Date: November 2024
• Main Focus: Recertification requirement for Gambling and games advertisers
• Material Changes Requiring Recertification:
  • Changes to product offerings inconsistent with provided licenses/approvals
  • Changes in compliance with applicable regulations
  • Changes affecting Google's Gambling and games certification requirements
• Non-Material Changes: Address updates, payment method changes
• Consequences of Violation: Immediate account suspension, permanent advertising ban
• Official Policy Language: English version