Google Allows Personalised YouTube Gambling Ads in US, UK and Canada

Google has updated its personalised advertising policy to allow certain gambling advertisements on YouTube in the United States, United Kingdom and Canada from October 30, 2026.

The official policy names all three countries, extending beyond the UK and Canada cited in some summaries. Advertisers must still meet Google’s gambling certification requirements and applicable local laws. 

Predefined Audiences Permitted

Eligible advertisers can use predefined Google audiences, including affinity segments based on interests and in-market segments reflecting purchase intent. Location targeting and permitted demographic options are also available.

Gambling remains a sensitive-interest category under Google’s policies. Targeting based on gambling-related health information is prohibited, and users under 18 are ineligible for personalised advertising.

The policy permits only certain gambling advertisements. It does not provide a separate, exhaustive list of products newly eligible for personalised YouTube campaigns, so advertisers must also consult the wider gambling policy and country-specific conditions.

Customer Lists and Lookalikes Remain Restricted

The change does not allow operators to upload player databases through Customer Match or use their own data segments for remarketing.

Audience expansion and lookalike segments also remain unavailable for advertising in sensitive-interest categories. Google distinguishes these advertiser-curated audiences from its predefined segments, which it says exclude sensitive user signals. 

Certification remains separate from audience selection. Google requires relevant local authorisation for targeted markets, with additional jurisdiction-specific conditions. In Canada, for example, sports betting and online casino advertisers must hold the appropriate provincial licence and target only that province. 

Second YouTube Policy Change in Nine Days

The targeting update follows a separate expansion of YouTube Masthead eligibility on October 21.

That change opened the homepage advertising format to qualifying online gambling advertisers certified under Google’s Gambling and Games policy, expanding its previous allowance for sports betting.

The Masthead update excludes gambling-promoting advertisers that are not subject to mandatory state or national gambling registration. Legal, jurisdictional and age restrictions continue to apply.