Tech Giants Ramp Up Gambling Ad Rules Amid Regulatory Scrutiny

16 September 2026

Major tech platforms like Google, Meta, and TikTok are tightening gambling ad policies worldwide as regulatory pressure mounts over illegal betting promotion and concerns about harmful content targeting minors. Starting September 2026, Google's gambling and games certificate requirements will apply to all categories under the advertising policy. Manager Accounts that repeatedly violate the rules may lose eligibility for new certificates, while domains hosted on free subdomains will be ineligible.

"The gambling ad crackdown isn't just about moderation and compliance, but also about platforms' potential liability for handling addictive or youth-targeted content," said Danveer Singh, managing director of iGaming Compliance Ltd. "Regulators are increasingly concerned about the volume and reach of unlicensed betting promotion, especially on short-form video platforms."

Google's new rules expand the company's ad enforcement regime, which already blocked over 270 million gambling and gaming ads last year. "This isn't just about trying to make sure we catch bad actors," Google's senior vice president of global ads and commerce Dan Lublin said. "We are investing in the bigger picture, to improve transparency and trust in our platform."

Under its new verification-first model, Meta now requires advertisers to provide the company with their legal business name, website, and proof of gaming licensing on Facebook and Instagram. Discrepancies in business records and red flags in user reviews will now delay or block ad approvals.

In February 2026, Meta banned a wider category of gambling content. Social casinos and free-to-play gambling advertisements were prohibited in 19 markets, following research that showed the short-form nature of the platforms increased risks of fraudulent accounts and manipulated gameplay.

"These changes will help us better identify bad actors while allowing responsible operators to reach their audience," said Mel Groote, vice president of global gaming and sports partnerships at Meta. "We continually evaluate how we can improve transparency, user trust and ensure safety – while helping our partners get their message out."

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TikTok has halted real-money gambling ads in the Philippines over concerns about illegal operators, while the platform's global content policies have banned most gambling promotion, including fantasy sports, online casinos, and digital lottery services.

European antitrust regulators are escalating scrutiny over gambling ads, bolstered by the EU's Digital Services Act. The regulations, in force since 2024, require platforms to enforce detailed notice-and-approval processes for user reports of illegal content. Significant fines based on global revenue aim to push platforms like Google, TikTok, and Facebook to monitor gambling ads more proactively and prioritize user safety.

Singh says these changes will impact not just gambling advertisers but the wider ecosystem, especially small and affiliate-supported ad campaigns. Higher certification and validation requirements will likely lead to longer campaign timelines and new operational challenges in managing multiple accounts.

"Long-term, the industry should expect major platforms to continue tightening ad rules in line with government priorities while developing more detailed compliance reporting," Singh said. "When it comes to balancing risk and reach, this interplay between regulators and platforms will define the winners and losers in the gambling ad space."