Google Ads will enforce stricter rules starting in November under its Circumventing Systems policy, specifically targeting advertisers in the Gambling and Games sector.
Advertisers with a Gambling and Games certification must undergo recertification if their business has significantly changed since their original certification.
Why we care. This update means that any significant changes to an advertiser’s product offerings, regulatory compliance, or licensing must be reported and could trigger the need for recertification. Failure to do so will be considered a serious violation, leading to immediate suspension of your Google Ads account.
The details. Material changes that require recertification include any alterations to products that don’t align with the original certifications, changes in compliance with regulations, or updates to licensing status.
However, changes to an advertiser’s address or payment methods are not considered material for this purpose.
Bottom line. Google is cracking down on compliance with its Gambling and Games policy. Advertisers in this sector must ensure their certifications are up-to-date to avoid severe penalties, including permanent account suspension.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
 delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
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Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech.Â
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She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.