Google has announced significant updates to its gambling advertising policies which are due to take effect on April 14, 2025. These revisions aim to make gambling-related definitions more clear, while enforcing stricter country-specific regulations and expanding certification requirements for advertisers promoting gambling-related content.
At the same time, YouTube, a subsidiary of Google, is also implementing stricter gambling-related policies which are due to become effective on March 19, 2025. Both of these new policies are set to have substantial implications for affiliates, especially those using YouTube.
Redefined rules for gambling content
Under the updated policies, Google has refined its definitions of “gambling” and “gambling-promoting content.” Any website that provides direct links to online gambling or facilitates gambling services will now be classified as promoting gambling.
This clarification specifically targets affiliate and aggregator websites, restricting them to offering only informational or comparative content about licensed gambling services. Affiliates who operate in areas beyond these may also face new policy restrictions, which means they may need to rethink their content strategies—carefully.
YouTube’s tightened restrictions
Effective March 19, 2025, YouTube will prohibit creators from mentioning or displaying logos of non-Google-approved gambling services and from linking to them in their videos. Additionally, videos about online gambling may be tagged with age restrictions, making them inaccessible to viewers under 18 or those not signed in.
However, there are some exemptions to this rule. For example, videos that feature online sports betting, or live, in-person gambling, are not required to adhere to the new rules. YouTube has, however, stated that they may remove any content that promises guaranteed returns.
Implications for YouTube affiliates
For affiliates using YouTube to promote gambling services, these policy changes mean some immediate action may be required, depending on the strategy used:
- Content audit and compliance: Affiliates should now thoroughly review their existing content to ensure it aligns with the new guidelines. This includes removing or modifying videos that mention, display logos of, or link to non-Google-approved gambling services.
- Certification acquisition: To continue promoting gambling content, affiliates should ensure they’re advertising gambling sites who are certified from Google.
- Adaptation of promotional strategies: With the ban on direct links and mentioning non-certified brands, affiliates will also need to consider moving towards creating content that focuses on educational aspects of gambling, rather than directly promoting brands.
However, it’s also worth noting that it’s still early days, and Google is likely to release further clarifications in the coming days and weeks. Already, some prominent YouTubers have begun removing links and logos from their videos, although many do state they’re doing this as a precautionary measure until Google comes out with more clarification.
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