Google's new ad rules hit iGaming buyers now

Google's updated Gambling and Games advertising policy took effect on 14 September 2026. The changes were signalled to advertisers in June 2026 and build on an earlier policy update Google introduced in March 2026. As of the effective date, all advertisers in the gambling and games category, across every market where Google permits gambling ads, must hold current certification to run Search, Display, or YouTube campaigns. There is no grace period beyond the deadline that has already passed.

For Philippine operators and affiliates, this is an enforcement reality, not a planning item. Google has framed these as unconditional requirements. That language matters: it signals Google will not apply discretionary leniency for advertisers who missed the transition. Campaign suspension is the direct consequence of non-compliant status, and suspended campaigns do not run in the background pending review. Revenue stops.