Google Ads Adds In-Account Applications for Online Gambling Certification

Google is introducing the ability to apply for online gambling advertising certification directly within Google Ads accounts, adding an alternative to its Help Center application process.

The update, announced on October 15, will roll out gradually. Eligible advertisers can access the application through Admin, under the new Policy > Account section.

Google said availability would expand incrementally, meaning some advertisers and application types will not receive the feature immediately. Existing certifications and applications already under review will be unaffected. 

Two Application Routes During Rollout

Advertisers with access to the feature can choose between submitting an application within Google Ads or continuing to use the Help Center.

Google’s account guidance directs users to select Policy in the Admin menu, open Account and choose “Apply for certification.” Advertisers who cannot see that option can continue applying through the Help Center until their accounts receive access. 

The October announcement does not provide a completion date for the rollout or identify which advertisers will receive access first.

For operators and advertising teams, the practical change is the location of the application process. Certification requests can be initiated within the account used to manage campaigns, while the established submission route remains available during the transition.

Country-Specific Requirements Still Apply

Google’s gambling advertising policy continues to determine which products and advertisers are eligible for certification in each market.

Online gambling advertising is permitted only in listed countries and where advertisers meet the relevant country-specific requirements. Those requirements vary by jurisdiction and product, including the licences or authorisations an operator must hold.

Gambling advertisements must target approved countries, avoid targeting minors and direct users to landing pages displaying responsible gambling information. Google also requires advertisers to maintain the licences and authorisations supporting their certification and notify it if these expire, are suspended or are terminated. 

The application feature therefore sits within an existing approval framework. Advertisers still need to establish eligibility for the products and locations covered by their campaigns.

Certification Is Separate From Advertiser Verification

Google’s broader guidance distinguishes industry-specific advertising approval from advertiser verification. Certain sectors require an additional application alongside the standard verification process, with requirements depending on the target location.

Advertisers can check whether missing certification is affecting a campaign through the status information attached to their ads. Google’s guidance says an ad marked “Not eligible” may show “Certificate required” in its policy details, indicating that the advertiser needs to complete the relevant application.  Policies Help

For online gambling advertisers already holding certification or awaiting a decision, Google explicitly states that the October rollout will leave those approvals and pending submissions intact.