Google is set to implement stringent new policies on gambling advertisement. The updated certification requirements will take effect on March 23.

These changes aim to tighten control over the promotion of online betting. The platform’s goal is to ensure that only legitimate, verified businesses can advertise.

The updated rules introduce specific technical restrictions to disqualify illegitimate operators:

• No Third-Party Subdomains: Websites relying on subdomains (such as WordPress or Wix) are now disqualified.
• Ownership Requirement: Advertisers must wholly own the domain they are promoting.
• Direct Relation: Certification is restricted to websites directly related to betting operations.

This policy extends to 35 countries, with specific adjustments for regions with restrictive laws, such as India.

Despite these efforts, challenges remain for tech giants. Critics, including UK Gambling Commission officials, argue that platforms are not doing enough. They accuse companies like Meta of relying on user reports rather than proactively removing unlawful ads.

Internal leaks suggest that a significant portion of ad revenue for some platforms comes from prohibited products. This highlights the difficulty of controlling the vast online advertising ecosystem.

While Google’s stricter criteria may reduce some illegal promotions, the proliferation of affiliate sites continues to pose a complex challenge.