Google announced changes to its Gambling and Games advertising policy, due to take effect on 14 April 2025. The rules define gambling, set restrictions on social casino promotion and specify country-based limits, while requiring advertisers to update Google if their licence status changes.
Operators and affiliates may need to change advertising activity to comply with the revised eligibility and country-specific rules.
The day’s most important stories, free. One email a day.
Reportedly, the European Gaming and Betting Association met a delegation from Dutch regulator KSA at its Brussels office last week. Talks covered the European gambling market, consumer protection, harm detection, money-laundering prevention and the next European Safer Gambling Week. KSA chair Michel Groothuizen has outlined a European strategy involving technology platforms and payment intermediaries, including a joint working group with Google on a whitelist of EU-licensed operators.
The European Gaming and Betting Association (EGBA) met a delegation from Kansspelautoriteit (KSA), the Dutch gambling regulator, at EGBA's Brussels office last week, according to the trade outlet Jamma. The meeting covered the European gambling market, consumer protection, detection of potentially harmful behaviour, money-laundering prevention and the next European Safer Gambling Week.
Reportedly, Some online gambling advertisers can now apply for Google Ads certification through their advertising accounts. The procedure uses a dedicated authorisation-management section introduced in October.
The chair of the Dutch gambling regulator KSA has suggested authorities prepare for possible legal action against social media platforms that fail to tackle illegal gambling advertising. Michel Groothuizen said the KSA would keep seeking voluntary cooperation while preparing potential legal measures, warning that proceedings could take years and have uncertain outcomes. He said European regulators have a joint task force with Google and Meta that is working on an EU-wide whitelist of licensed operators.
The chair of the Dutch gambling regulator Kansspelautoriteit (KSA) has suggested that authorities should prepare for possible legal action against large social media platforms that fail to tackle illegal gambling advertising, while continuing to seek voluntary cooperation. Michel Groothuizen made the suggestion in a piece published on the regulator's website.
Reportedly, the Dutch gambling authority has opened talks with Google and Meta and other European regulators on curbing illegal online gambling. Its strategy covers restricting access to illegal platforms, blocking payment flows and holding large technology companies to account, while sanctions remain an option.
The Dutch gambling authority, KSA, has opened talks with Google and Meta and with other European regulators on ways to curb illegal online gambling. The strategy set out by KSA chair Michel Groothuizen covers making access to illegal gambling platforms harder, blocking payment flows and holding large technology companies to account. Sanctions against the platforms remain an option, the report said.
The KSA said it will first seek voluntary agreements with Meta and Google to address adverts for illegal gambling in the Netherlands. Chairman Michel Groothuizen said around 90% of users use regulated offerings, while illegal gambling spend rivals licensed-sector revenues. The authority is also targeting payment processors and online visibility, and has begun work with Google on a whitelist of EU-licensed operators.
The Netherlands Gambling Authority (KSA) has criticised Meta and Google over adverts for illegal gambling operators, with chair Michel Groothuizen saying the regulator will first seek voluntary agreements with the technology companies before considering legal action. The KSA's position was reported on 15 October 2026.