Google opens lottery advertising in Puerto Rico effective December 11

Google announced on November 19, 2025, that the platform will begin accepting advertisements for lottery-courier services in Puerto Rico starting December 11, 2025. The policy change represents another geographic expansion of Google's Gambling and games policy for the United States, following a series of state-specific updates throughout 2024 and 2025.

According to the official policy documentation, the update specifically targets the United States country specifications within Google's gambling advertising framework. "We will begin to allow ads for lottery-couriers in Puerto Rico," the announcement states. The modification takes effect on December 11, 2025, providing operators with a 22-day window between announcement and implementation to prepare certification applications and compliance materials.

Lottery couriers operate as intermediaries between consumers and state-run lottery systems. These businesses facilitate remote lottery ticket purchases for individuals unable to physically visit lottery retailers, typically operating through online platforms or mobile applications. The services have gained traction across multiple U.S. states as digital commerce infrastructure expanded over the past decade.

The Puerto Rico policy update requires advertisers to meet specific certification standards before accessing Google's advertising platform. According to the policy documentation, "To apply for certification, advertisers must provide a license demonstrating authorization to operate Lottery Courier services in a US state where such a license is mandatory."

This licensing requirement creates a threshold that distinguishes legitimate operators from unlicensed entities. States with mandatory lottery-courier licensing programs maintain regulatory oversight through various government departments, typically state lottery commissions or gaming control boards. The certification framework ensures only authorized businesses can advertise through Google's network.

The certification process itself involves application submission through Google's specialized gambling advertising approval system. "Advertisers must apply for certification," the policy states explicitly. Google maintains a formal application mechanism requiring detailed business information, licensing documentation, and compliance attestations from prospective gambling advertisers.

The geographic scope of this announcement focuses exclusively on Puerto Rico, the Caribbean territory with approximately 3.2 million residents. Puerto Rico operates under a unique regulatory status as an unincorporated U.S. territory, maintaining its own lottery system while adhering to certain federal standards. The territory's inclusion in Google's state-by-state gambling advertising expansion reflects the platform's recognition of Puerto Rico's distinct regulatory environment.

Google's approach to lottery-courier advertising in the United States has followed an incremental pattern. The platform initially expanded lottery-courier advertising to 40 states on July 15, 2024, specifically excluding California. That policy change marked a significant shift from previous restrictions that limited gambling-related advertisements to state-run lotteries and horse racing.

The phased expansion strategy allows Google to adapt its certification systems and enforcement mechanisms to each jurisdiction's specific regulatory requirements. Earlier policy updates included Arkansas, Montana, New Jersey, and New York in December 2023, establishing the framework that subsequent expansions would follow.

Puerto Rico's lottery ecosystem operates through the Puerto Rico Lottery, which generates substantial revenue for education and infrastructure programs. The territory's gambling regulatory framework includes oversight mechanisms for various gaming activities, creating an established structure that Google apparently considers adequate for advertising platform access.

The December 11 implementation date aligns with Google's typical policy deployment timeline. The platform generally provides advance notice ranging from two to four weeks, allowing affected businesses to prepare documentation and complete certification applications. The compressed timeline suggests Google views the Puerto Rico expansion as relatively straightforward given existing infrastructure for U.S.-based lottery-courier certification.

Compliance requirements for gambling advertising on Google extend beyond initial certification. According to policy documentation covering gambling content broadly, advertisers must maintain valid licenses throughout their certification period and immediately notify Google of any license suspensions, expirations, or terminations. Material changes to licensing status require recertification, with violations potentially resulting in immediate account suspension.

The responsible gambling standards that apply across Google's gambling advertising policies extend to lottery-courier advertisements. All gambling-related ads must display responsible gambling information and never target minors, regardless of specific gambling category. These universal requirements reflect Google's stated commitment to consumer protection within the advertising ecosystem.

Format restrictions that apply to gambling advertising generally will govern Puerto Rico lottery-courier ads. Certain Google advertising products remain unavailable for gambling content, including Gmail ads, Shopping ads, and reservation display ads according to platform specifications. Sports betting and daily fantasy sports gained access to Google TV Masthead in the United States starting April 30, 2025, though specific format availability for lottery-courier advertising remains subject to the broader gambling policy framework.

The Puerto Rico expansion occurs within a broader context of Google's evolving gambling advertising strategy across global markets. Throughout 2024 and 2025, the platform has implemented numerous jurisdiction-specific policy changes responding to regulatory developments. Brazil experienced major policy restructuring in September 2024 requiring government authorization and prohibiting gambling aggregators. Nigeria saw a blanket ban on gambling advertising in January 2025 following a Supreme Court ruling that transferred gambling regulation from federal to state authorities.

Missouri gained sports betting advertising access on August 15, 2025, while Australia experienced a temporary pause on new gambling certification applications effective August 25, 2025. These varied responses demonstrate Google's market-by-market approach to gambling advertising, adjusting policies based on local regulatory environments rather than implementing uniform global standards.

For digital marketing professionals managing lottery-courier clients, the Puerto Rico policy change creates new targeting opportunities within the Caribbean market. Campaign development will require careful attention to certification timing, ensuring applications receive approval before the December 11 effective date to capitalize on the initial advertising window.

The certification application process typically requires five to seven business days for initial review according to Google's standard processing timelines for gambling-related approvals. However, processing times can extend during high-volume periods or when applications require additional documentation. Advertisers seeking immediate market access upon policy implementation should submit certification applications well in advance of the December 11 deadline.

Geographic targeting mechanisms within Google Ads will require precise configuration to ensure lottery-courier advertisements reach Puerto Rico audiences while maintaining compliance with jurisdictional restrictions. Google's advertising platform includes sophisticated location targeting that prevents ads from serving in unauthorized territories, a critical compliance feature for gambling-related content subject to geographic licensing limitations.

Budget allocation for lottery-courier advertising in Puerto Rico will depend on multiple factors including market size, competitive intensity, and cost-per-click rates within the gambling vertical. Gambling-related keywords typically command premium pricing within Google's auction system due to high commercial intent and regulatory restrictions that limit advertiser supply.

The November 19 announcement date positions the policy change within Google's regular update cadence for gambling advertising policies. The platform publishes policy changes through its Advertising Policies Help Center, maintaining a comprehensive change log that documents every modification to gambling-related advertising rules across global markets.

The Puerto Rico expansion does not indicate imminent California inclusion in lottery-courier advertising permissions. California has remained explicitly excluded from Google's lottery-courier advertising policies since the initial 2024 expansion, likely reflecting the state's distinct regulatory approach to lottery services and online gambling more broadly.

Timeline

• November 19, 2025 - Google announces lottery-courier advertising policy for Puerto Rico
• December 11, 2025 - Policy takes effect, allowing certified lottery-courier operators to advertise in Puerto Rico
• August 15, 2025 - Google begins accepting sports betting ads in Missouri
• August 25, 2025 - Google temporarily pauses gambling certification applications for Australia 
• July 15, 2024 - Google expands lottery-courier advertising to 40 U.S. states excluding California 
• December 9, 2023 - Google accepts lottery-courier ads in Arkansas, Montana, New Jersey, and New York 
• September 3, 2024 - Google announces stricter recertification requirements for gambling advertisers

Summary

Who: Google Ads, lottery-courier service operators seeking to advertise in Puerto Rico, and consumers in the Caribbean territory who use lottery-courier platforms to participate in state-run lottery systems.

What: Google announced it will accept advertisements for lottery-courier services in Puerto Rico starting December 11, 2025, through its Gambling and games policy for the United States. Advertisers must obtain certification by providing licenses demonstrating authorization to operate lottery-courier services in jurisdictions where such licenses are mandatory.

When: The policy announcement occurred on November 19, 2025, with implementation scheduled for December 11, 2025, providing a 22-day preparation window for operators to complete certification applications.

Where: The policy change applies specifically to Puerto Rico, the U.S. Caribbean territory with 3.2 million residents operating its own lottery system under territorial regulatory authority. The geographic scope is limited to this single jurisdiction within the broader United States market.

Why: This expansion continues Google's incremental approach to gambling advertising permissions across U.S. jurisdictions, reflecting regulatory frameworks that permit lottery-courier operations under appropriate licensing structures. The policy change aligns with Google's strategy of expanding gambling advertising access in markets with established regulatory oversight while maintaining certification requirements that ensure operator legitimacy and consumer protection standards.