Google Tightens Gambling App Advertising Rules

Key Takeaways:

• Google updates gambling ad policies, impacting mobile casino apps globally.
• Enhanced certifications required for social casino games in specific regions.
• Policy shifts aim to align with local laws, affecting operator strategies.

Google has introduced stricter advertising policies for gambling apps on the Google Play Store, effective February 2025, with significant implications for mobile casino operators outside the US. The updated policy expands the definition of online gambling to include games typically associated with casinos, even those using virtual currencies or in-game items with real-world value. This change targets social casino apps, requiring them to obtain region-specific certifications to advertise in permitted jurisdictions. Operators must now comply with local gambling laws and provide third-party certifications from recognized bodies like the All India Gaming Federation (AIGF) to ensure apps are classified as permissible games of skill.

This policy shift matters because it increases regulatory scrutiny on mobile casino apps, particularly in regions like India, Brazil, and Mexico, where Google has recently expanded real-money gaming support. The tightened rules aim to prevent misleading promotions and ensure compliance with local regulations, reducing the risk of fraudulent apps reaching users. For operators, this means higher compliance costs and the need for robust legal frameworks to maintain market access. Developers must also implement stricter age-verification measures and transparent responsible gambling information to meet Google’s requirements.

For users, the policy enhances trust in mobile casino apps by ensuring only licensed operators are promoted, potentially reducing exposure to unregulated platforms. However, it may limit the visibility of smaller operators who struggle to meet certification demands. The focus on region-specific compliance reflects Google’s response to growing regulatory pressure globally, particularly in markets with ambiguous gambling laws. As mobile gaming accounts for over 85% of online gambling revenue in some regions, operators must adapt their advertising strategies to maintain visibility on Android platforms. The policy also signals a broader trend of tech giants aligning with local regulators, which could shape future app store policies for mobile casinos.

Sources:

• Google Play Developer Policies
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