Updated the Google Ads betting and gaming policy for specific countries in the United States.
Starting January 4, the platform will accept and publish sports betting ads from entities approved by the state of Delaware.
Why we care. Eligible advertisers wishing to post sports betting ads in Delaware must apply for accreditation.
Certification To get certified, follow these steps if you meet Google policy and country-specific requirements:
Private licensed operators: If you are based in one of the countries where Google allows online gambling content, please fill in the online game request form in the Google Ads Help Center. Providing all requested information will help avoid delays.
State entities: If you operate in one of the countries where Google only allows state entities, use this form. When filling out the form: in “Problem Summary”: Please note that you are applying for certification to advertise as a state betting entity and provide your website URL. Under “Campaign name and ad group name”: Enter N/A if you haven’t set up a campaign or ad group.
Social casino game operators: Use this form to submit your website or app URL, Google Ads customer ID, and the country group you’re targeting.
You must submit a separate application form for each country you wish to target.
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About the author
Nicola Agius is Search Engine Land’s paid media editor after joining in 2023. She covers paid search, paid social, retail networks and more. Prior to that, she was Director of SEO at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for various websites. He has more than 15 years of experience in journalism and previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). He also previously partnered with SEO agency Blue Array to co-author the Amazon best-selling book Mastering In-House SEO.
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