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Gambling and Games Policy Update for UK

Last updated on September 30, 2024

Illustration of two people with a large smartphone featuring a gaming controller icon. One person is standing and using a tablet, while the other sits wearing headphones. Various game-themed icons are scattered in the background.

Starting October 15, 2024, Google Ads will permit ads for raffles, free draws, and prize draws from operators registered with the UK Fundraising Regulator or Scottish Charity Register.

Ads for online gambling activities like bingo, sports betting, and casino games will be allowed if advertisers are registered with the Gambling Commission and hold a valid license.

Gambling-related products, including promotional vouchers and educational materials, will also be accepted with Google certification.

Note that online gambling ads are still banned in Northern Ireland, except for UK State-owned lotteries.

Visit Google Support to view this update.

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