Google Halts New Gambling Ads in Australia
Google Ads has temporarily halted accepting new certification applications from online gambling providers targeting Australian audiences. The move, effective immediately, affects the Australia-specific section of Google's comprehensive Gambling and Games policy.
Google's policy covers various online gambling activities, including casino games, sports betting, online lotteries, and virtual currency gambling. The pause provides a competitive edge to existing certified operators, as new market entrants face barriers to accessing Google's advertising platforms. The search giant's proactive approach aims to ensure regulatory compliance, even in the absence of explicit local mandates.
The Australian gambling market holds significant potential, with substantial digital advertising spend historically flowing through Google's platforms. The pause follows a trend of stricter gambling advertising regulations across multiple jurisdictions, with Google implementing similar restrictions in other markets in 2024 and 2025. Industry implications extend beyond individual operators, with marketing agencies adjusting campaign strategies and exploring alternative advertising channels during the pause.
Google Ads' temporary pause on new certification applications for online gambling providers targeting Australia creates immediate barriers for new market entrants. Existing certified operators can continue advertising, while the industry at large adjusts to the change. The pause demonstrates Google's commitment to regulatory compliance and follows a broader trend of stricter gambling advertising regulations worldwide.
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