Google Updates Gambling Advertising Policy, Expanding Certified Operator Access in Three New Markets

Google has updated its gambling advertising certification program to include Brazil, Colombia, and Argentina, allowing locally licensed operators and certified affiliates to run paid search and display campaigns across Google's advertising platforms.

The change, effective from 1 February 2026, follows the formal regulation of online gambling in Brazil (completed in January 2025) and ongoing regulatory developments in Colombia and Argentina.

For iGaming marketers, the policy change represents a significant shift. Google Search in Brazil alone processes over 4 billion queries per month, and the gambling vertical was previously restricted to organic search strategies and alternative acquisition channels.

"This is a multi-hundred-million-dollar paid acquisition opportunity," said performance marketing specialist Carlos Mendes. "Operators who move quickly to build Google Ads expertise in these markets will gain a durable first-mover advantage."

The certification process requires operators to demonstrate valid local licenses and agree to Google's responsible gambling standards, including age verification requirements and advertisement targeting restrictions.