An update is coming to Google’s gambling and games policy. Under the new policy, advertisers with the gambling and games certification will have until November 2024 to recertify or be found in violation of the Google Ads Circumventing Systems policy.

Google wrote, “In November 2024, the Google Ads Circumventing Systems policy will be updated. Advertisers with the Gambling and games certification must recertify or stop relying on the certification to advertise products in scope of the Gambling and games policy if a material change has occurred since the certification application was submitted.”

holders must…stop relying on the certification to advertise products or face suspension

Failure to comply with these changes means holders must either stop relying on the certification to advertise products or face suspension of their Google Ads account “upon detection and without prior warning.” Google added: “and you will not be allowed to advertise with us again.”

Advertisers are required to recertify or stop relying on their certification if they have experienced a material change since the certification application was submitted.

As reported by Search Engine Roundtable, material changes include, but are not limited to:

• Changes to advertiser’s product offerings which are inconsistent with any license or approvals provided to Google
• Changes to advertiser’s compliance with applicable regulations
• Changes to advertiser’s licensure or other compliance with Google’s Gambling and games certification requirements
• Changes to an advertiser’s address or payment methods are not considered material changes