Google Tightens Sweepstakes Casino Advertising Rules
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Key Takeaways
- Google reclassifies sweepstakes casinos as real-money gambling, removing lighter “social casino” advertising treatment
- Operators must now obtain full gambling licenses and certifications to advertise on Google platforms
- Mandatory age-screening tools required for gambling apps on Google Play, with enforcement active since late January 202
Google has implemented significant changes to its Gambling & Games Advertising Policy and Play Console requirements that directly affect mobile casino operators worldwide.
On October 28, 2025, Google updated its advertising policy to explicitly exclude sweepstakes casinos from the “social casino games” category. Previously, many sweepstakes (or “social”) casino apps benefited from lighter certification and advertising rules because they operated on a dual-currency model with redeemable prizes. Google now classifies them as real-money gambling due to the opportunity to win value, subjecting them to stricter operator licensing, responsible gambling messaging, and country-specific ad certification requirements.
A second major update on October 30, 2025, introduced new Age-Restricted Content and Functionality rules in the Google Play Console. Real-money gambling apps and games with cash prizes must now implement robust age-screening tools to block access by minors. Developers were given a compliance window ending January 28, 2026. Non-compliant apps now risk removal from Google Play or suspension of advertising accounts.
These changes have major implications for mobile-first operators. Many sweepstakes casino brands that relied heavily on Google Ads and Play Store distribution now face significantly higher compliance costs and potential market restrictions in jurisdictions where they lack full gambling licenses. Affiliates and media partners promoting these products are also under increased scrutiny.
While intended to improve user protection and responsible gambling standards, the policy shift raises barriers to entry and may reduce visibility for non-licensed or hybrid-model operators. Regulated real-money casino operators with proper licensing are largely unaffected and may benefit from clearer competitive boundaries.
The policy applies globally (excluding markets with specific exemptions).
Sources:
- Google Ads Gambling & Games Policy Updates
- iGaming Expert – Google Tightens Rules for Sweepstake Casino Advertising
