Google’s revised certification rules require gambling advertisers to verify local licences, update application details after material changes and provide clearer consumer information.

Google introduced revised gambling-ad certification rules on August 26, 2026, requiring advertisers to prove they hold valid local licences for each region they target. The change adds a platform-level compliance check for operators, affiliates and aggregators in Canada’s provincially regulated market.

Google certification is separate from government licensing. Advertisers must still comply with the rules of the relevant provincial regulator and market operator before promoting gambling services to residents.

What Google changed

New applicants must use Google’s revised forms from August 26. Businesses targeting more than one country must submit a separate application for each country.

Google also requires immediate recertification after any material change to the information submitted. Failure to update an application may lead to account suspension.

Advertised gambling destinations must provide key consumer information, including:

  • an age warning;
  • addiction and responsible-gambling resources;
  • terms and conditions;
  • the licensee’s name and licence number; and
  • a privacy policy identifying the data controller.

Affiliates and aggregators that do not hold a gambling licence themselves face an additional condition. Their advertised domains must link only to fully licensed and authorised gambling entities in the targeted geographic area.

The site footer must also state that the links are limited to authorised entities in that area.

Ontario has separate regulatory and commercial roles

In Ontario, the Alcohol and Gaming Commission of Ontario regulates the market. iGaming Ontario commercially manages internet gaming offered through private operators and signs operating agreements with operators registered by the commission.

The Ontario Lottery and Gaming Corporation separately conducts and manages OLG.ca. Private operators cannot rely on Google certification alone. They must complete the required provincial registration and operating-agreement steps before offering games to Ontario players.

For advertisers, this means Google records and provincial authorisation details must remain consistent. Changes to a licence, domain, corporate structure or commercial relationship could trigger a new review under Google’s recertification rule.

Alberta uses a different market structure

Alberta’s regulated online gambling market launched on July 13, 2026. The Alberta iGaming Corporation oversees market operations, while Alberta Gaming, Liquor and Cannabis regulates the sector.

Alberta Gaming, Liquor and Cannabis regulates gambling advertising and marketing for registered Alberta operators. Its standards address responsible-gambling messages, player protection and safeguards for vulnerable groups.

Advertising must also reference responsible-gambling information, including 211 Alberta.

Google’s rules therefore add a platform requirement to Alberta’s provincial framework. Provincial approval determines whether an operator can participate in the market. Google certification determines whether it can use Google’s advertising services under the platform’s rules.

Why affiliates face greater exposure

Affiliate websites often promote several operators across multiple jurisdictions. Under the revised policy, they must show that outbound links lead only to authorised gambling entities in the area targeted by the advertisement.

A single Canadian page that treats Ontario and Alberta as one market could face scrutiny if its licensing references, operator links or geographic targeting do not match.

The policy does not create a Canadian gambling licence. It requires advertising records to track local authorisation more closely.

For consumers, the practical consequence is jurisdiction-specific advertising. An advertisement shown to an Ontario user may involve different regulators, market agreements and responsible-gambling requirements from one shown to an Alberta user.