Google tightens Gambling & Games ad certification rules for EMEA-managed accounts from 23 March 2026

Google says new eligibility checks will require “good policy health” across gambling categories, while agencies with repeated certificate issues risk losing the ability to apply for (or keep) certifications.

Google announced a policy update on 22 January 2026 that will change how Gambling & Games advertisers qualify for certification starting 23 March 2026. Under the update, any account seeking to advertise in gambling and games categories must demonstrate “good policy health,” meaning Google will place more weight on an advertiser’s compliance track record when reviewing certification access.

A key element targets Manager Accounts (MCCs). Google states that MCCs with a significant volume of gambling certificate revocations across managed accounts, or where a significant number of accounts are found violating gambling policy while relying on a certificate, will lose the ability to apply for new online gambling certifications and may have existing certifications revoked.

Google is also re-emphasizing domain and hosting requirements already present in the certification process. Certification will not be available for sites hosted on free platforms, sites using a subdomain where the root domain is a third-party platform host, sites with “no association with gambling,” or cases where the second-level domain is not owned and operated by the advertiser. Google says the “Certification” section of its Gambling & Games policy will be updated when the new requirements take effect.

For operators, affiliates and media buyers targeting EMEA markets, the practical takeaway is simple: certification is increasingly becoming a “trust and structure” check, not just a license check. Accounts with messy compliance histories, or brands running campaigns on weak domain setups, may find approvals harder to secure—and easier to lose.