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Google runs sports betting ads only for advertisers it has certified, and it certifies per website and per country. A sportsbook licensed in Spain and Colombia files two applications, one for each market. Without a certificate for the target country, the ads are disapproved.
Sports betting falls under Google's online gambling certification. In 2026 Google changed the rules three times and added a fourth change in October. This guide covers what changed, where sports betting can be certified, what each country requires, and how to apply. For the overview of all platforms, see Advertising Betting on Meta, TikTok & Google.
What changed in 2026
The direction is clear: Google now evaluates who the advertiser is and how its accounts behave, along with the license.
Requirements that apply in every country
Since August 26, 2026, every sports betting applicant has to meet the same baseline:
- A valid local license for each target country, with evidence. If the advertiser is not the licensee, it must document the relationship between the advertising entity, the betting operator, and the domain.
- A domain you own and operate. Sites on free hosting, subdomains of third-party platforms, and domains unrelated to gambling are not eligible.
- A compliant landing page. It must prominently show an age warning, addiction resources, and terms and conditions, plus a footer with the licensee name, license number, and a privacy policy that names the data controller.
- Correct app linking. If you promote a betting app, the licensed domain links to the official App Store or Google Play listing, and the listing links back to the domain.
- An affiliate disclosure, if relevant. An unlicensed affiliate must link only to licensed operators in the target country and state this in a prominent footer statement.
- Recertification after any material change. Missing it can lead to account suspension.
Ads must also match the landing page: the same offer, odds, and license referenced in both.
Where Google certifies sports betting
Google certifies online gambling in 60 countries, but the categories differ by country. As of October 2026, sports betting can be certified in 52 of them:
Angola, Argentina, Australia, Austria, Belarus, Belgium, Cameroon, Canada, Colombia, Croatia, Czech Republic, Denmark, Estonia, Finland, France, Germany, Ghana, Greece, Hong Kong, Hungary, Ireland, Israel, Japan, Kenya, Korea, Mexico, Mozambique, Namibia, Netherlands, New Zealand, Nigeria, Norway, Panama, Peru, Philippines, Poland, Portugal, Romania, Serbia, Slovenia, South Africa, Spain, Sweden, Switzerland, Tanzania, Thailand (horse racing only), Türkiye, Uganda, Ukraine, United Arab Emirates, United Kingdom, United States.
In eight countries Google offers gambling certification, but not for sports betting: Brazil, Italy, Latvia, Lithuania, Northern Ireland, Slovakia, Taiwan, and Vietnam. There, certification covers lotteries or other games only. Brazil, for example, lists lotteries, horse racing, and daily fantasy sports. A sportsbook cannot be certified in these markets, whatever license it holds.
Country-specific conditions for sports betting
A few countries add their own extras. France requires ANJ approval, a .fr domain, and a warning against excessive gaming. Germany requires a legal imprint and, if the advertiser is not the operator, a letter signed by the license holder. Austria asks for the sports betting permit number. Uganda requires the landing page to warn that betting is addictive. In Ukraine, advertising agencies need their own authorization.
Google updates these requirements regularly, so check the current version before you file.
How to apply for Google betting certification
Step 1. Match licenses to countries
List every country you want to target and the license that covers sports betting there. A country without a matching license, or one where sports betting isn't certifiable, drops out here.
Step 2. Fix the landing page
Check the footer, age warning, addiction resources, and terms against the August 2026 requirements. Most rejections trace back to the landing page, not the license.
Step 3. Submit one application per country
Use the online gambling application form in the Google Ads Help Center, or the in-account route under Admin → "Policy" → "Account" if it has rolled out to you. Provide the website URL or app ID and the license evidence. Agencies and affiliates add documentation of their relationship with the licensee.
Step 4. Keep the account healthy
After approval, recertify whenever the application details change, and keep the account and its MCC clean. Google does not define "significant volume" of revocations or violations, so treat any violation as a risk to the certificate.
What policy health means for agencies and MCCs
Since March 2026, an MCC loses the ability to apply for new online gambling certificates, and its existing certificates are revoked, if many of its accounts lose certificates or violate the gambling policy while relying on one.
For an operator, this changes the question of where your account sits. A certified account inside an MCC shared with non-compliant advertisers carries their risk as well as yours. Ask any agency or partner how they keep their gambling MCC clean.
All markets in one place
Google is one of six platforms with its own rules for betting. We built a geo matrix that puts them side by side: every market against Google, Meta, TikTok, Snapchat, X, and Telegram Ads, with certification status, the license each market requires, and the conditions attached. It is updated as policies change.
Google certification takes one form per country, but it rests on three things: a license that matches the market, a landing page that meets the August 2026 standard, and an account history that survives the policy-health check. Evido by Aitarget, a Google Partner, checks all three before an application goes in.
Fill in the form below with your license details and target countries. We'll send you the link to the geo matrix and guide you through launching betting advertising.
FAQ
Does Google allow sports betting ads?
Yes, for certified advertisers in the 52 countries where Google certifies sports betting, under each country's conditions.
Do I need a separate certification for each country?
Yes. Google certifies per website and per country, so each target country is a separate application.
Can I advertise sports betting on Google in Brazil or Italy?
No. Google offers gambling certification in both countries, but not for sports betting.
Can an affiliate get Google betting certification?
Yes, if it links only to operators licensed in the target country and discloses this in a prominent footer statement. Some countries require more, such as a signed letter from the license holder in Germany.
What is good policy health on Google Ads?
Google has not published exact thresholds. Since March 2026, accounts and MCCs with significant revocations or gambling policy violations can lose certificates and the right to apply.
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