Google has created a certification program specific to social casino games, allowing the promotion of these titles on Google Ads starting August 26, 2026.
The change creates a process separate from traditional real-money gambling certifications.
Social casino games replicate experiences like slots, poker, blackjack and roulette, but without real money prizes or prizes of equivalent value, usually monetized through virtual currencies or in-app purchases.
Casinos with sweepstakes that involve financial rewards do not fall under this classification.
How the new certification
worksUntil now, the certification application process for this category was done mainly through the Google Ads Help Center.
With the change, qualified companies will be able to apply for certification directly within their own account, in the Policy > Account section.
The rollout of the new process is gradual: advertisers who do not yet have access to the in-account option will continue using the previous method. Certifications already submitted or under review are not affected by the update.
Rules for ads
Google has specific requirements for this category. Ads must disclose that the game is intended for adult audiences and does not involve real-money betting or prizes, and they cannot be targeted at minors.
If the app has in-app purchases, this information must be included on the product page or in the ad itself.
Social casino ads also cannot use brands associated with real-money betting operators.
Any relevant change to the data provided in the certification must be reported to Google; failure to recertify after a material change may result in account suspension.
Account separation
The certification has a structural rule: operators that promote both real-money betting and social casino must use separate accounts on Google Ads.
The same requirement may apply to advertisers operating across different certification groups or markets with their own rules; an account cannot hold certification for two distinct social casino targeting groups simultaneously.
Eligible markets
Social casino advertising will only be available in markets approved by Google, such as the United States, Canada, United Kingdom, Australia, Germany, France, India, Japan, South Korea, Brazil, Mexico and Czechia.
Google stated that the certification does not represent a general relaxation of gambling rules, but rather an update to the approval process for a specific category with a strong presence in mobile app stores.
Criteria related to user age, responsible communication and compliance with regional rules remain in effect.
Google’s move comes at a time when other major platforms are also reviewing their policies on access to betting products in Brazil; Apple, for example, recently allowed licensed betting apps in Brazil.
Other changes on Google’s calendar
Starting August 10, Google will expand the markets covered by the Authorised Buyers policy for online betting and social casino advertising, including Brazil; buyers operating through this channel will no longer need to certify the end advertiser in these markets.
Starting September 14, Google will begin assessing the “policy health” of gambling and games accounts at the whole-account level, rather than by category, with a specific rule for manager accounts (MCCs) that concentrate violations or certificate revocations.
The three updates are part of the same move by Google to review certification criteria for the betting and gaming sector, with deadlines between August and September 2026.