Google Ads is making it easier for eligible advertisers to apply for Social Casino Games certification directly through their advertising accounts. The change moves the application process into Google Ads, reducing the need to use the Help Center. The rollout began in August, with the new process becoming the required route for Social Casino Games applications in September.
How the Google Ads Certification Workflow Works
Eligible advertisers can access the new certification workflow through Admin → Policy → Account in Google Ads. The rollout was introduced gradually, so the option may not have appeared in every account immediately. Starting in September 2026, Google began requiring Social Casino Games certification applications to be submitted through Google Ads rather than the Help Center. Applications already submitted through the previous process are not affected. Online gambling operators must continue to use the separate application process in the Google Ads Help Center. The in-account change does not apply to every gambling certification category.
Why Google Ads Gambling Certification Rules Are Tightening
Alongside the application changes, Google updated its gambling certification standards on August 26, 2026. Advertisers must provide accurate licensing details, meet country-specific requirements and ensure their websites and apps comply with Google’s policies. A single Google Ads account cannot hold both an online gambling certification and a Social Casino Games certification. Advertisers promoting both categories must use separate accounts. Material changes to certification information also require recertification to avoid potential account suspension. Google introduced another important requirement on September 14, 2026. Accounts seeking certification across gambling and games categories must demonstrate good policy health. Repeated gambling policy violations or certification revocations involving manager accounts can affect eligibility for new certifications and may put existing certifications at risk. Domains hosted on free subdomains or unrelated to the gambling business are also ineligible.
What Advertisers Need to Know
Advertisers should check the certification options available in their Google Ads accounts and use the correct application route for their category. Online gambling operators should continue using the Help Center process, while Social Casino Games advertisers should apply through Google Ads. Businesses must also maintain valid licences for their targeted locations, keep their account histories compliant and ensure their domains and application details meet Google’s requirements. The new in-account workflow simplifies Social Casino Games certification, but it does not relax Google’s gambling advertising rules. Advertisers must still meet certification requirements and comply with local regulations to run and maintain their campaigns.
