Google expands gambling and lottery advertising policies

Google is expanding its advertising policies regarding gambling and lottery content. Starting October 21, 2026, the company will allow certified online gambling operators to utilize the YouTube Masthead, a premium advertising placement located at the top of the platform’s homepage. While sports betting was previously permitted, this change extends eligibility to qualifying online casino and gambling businesses, provided they meet Google’s certification requirements and comply with local regulations and age restrictions.

In Colombia, Google Ads will specifically update its Gambling and Games policy on the same date to permit online lottery advertisements. This access is restricted to entities authorized by the Consejo Nacional de Juegos de Suerte y Azar (CNJSA). Advertisers in this region must obtain certification from both the national gambling council and Google to comply with the updated policy.