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Introduction to Google’s New Gambling Ad Policy in Ukraine
Google has updated its gaming and gambling regulations in Ukraine, imposing stricter rules for advertising and licensing verification. For the iGaming sector, this is an important achievement. The goal of the changes is to match advertising techniques with Ukraine's evolving gambling laws.
All gambling-related Google Ads advertisers that target or act within Ukrainian are affected by the revised policy. In a bid to legally show commercials, companies offering online casinos, sports betting, poker, and other real-money games now have to adhere to fresh compliance rules. This policy shows Google's support for national initiatives to stop illegal operators as Ukraine advances toward a regulated and open gambling environment.
Let's analyze the most important elements of the law, its implications for aggregators and operators, and how advertisers may get prepared.
Gambling Advertisers require Two approvals
One of the most significant additions in Google’s updated policy is the Gambling advertisers must get two permits. This means that advertisers now must gain:
- The Ukrainian Commission for the Regulation of gaming and Lotteries (KRAIL) granted an authorized video games license.
- Google certification involves verifying that the advertiser conforms with Google Ads standards and local laws.
Advertisers will not be permitted to operate any gambling-related promotions that target the Ukrainian public if they fail to achieve both of the criteria. The goal of this move is to stop unlicensed operators from promoting illegal or unregulated gambling services.
Only authorized and tax-compliant operators are permitted to advertise, this further supports Ukraine's efforts to maintain a safer and more accountable digital gaming ecosystem.
Ukraine's licensing Rules' Impact on Gambling Aggregators
For gambling aggregators and affiliate networks, this change brings additional complexities. Aggregators promoting multiple gambling brands must now ensure every brand listed or linked from their platform is properly licensed in Ukraine and adheres to Google’s advertising policies.
Ad disapprovals, account suspensions, or even bans from the Google Ads platform might result from compliance. Gambling aggregators are thus going to:
- Conduct regular compliance checks on all partners,
- Remove any non-compliant operators,
- Implement KRAIL license verification workflows, and
- Ensure that affiliate landing pages don't encourage illegal operators or mislead users.
While this could end up in a brief drop in the amount of affiliate programs, it offers reputable aggregators an opportunity to strengthen their market position by adhering to legal and ethical standards.
Google's Strategy and Priorities for Advertisers
Google helps promote this shift in a systematic and proactive way. Advertisers can expect:
- Clear application guidelines for obtaining certification through Google’s gambling advertiser application form.
- Processes for personal inspections that verify licensing and conformity to ad content standards.
- Limitations on geotargeting ensure sure ads only show up in areas where gaming is authorized by law.
- Increased monitoring and enforcement, particularly regarding ad creatives, keywords, and landing page content.
Google may also require that ads in Ukrainian adhere to local advertising and consumer protection laws.
In order to make sure their marketing plans conform with both KRAIL and Google's updated criteria, advertisers ought to budget for legal assistance if necessary and be ready for extended approval timelines.
Conclusion
A major advance toward safe and lawful iGaming advertising has been made with Google's new gambling ad policy in Ukraine. Advertisers have to be more vigilant than ever to obtain permits and stay in compliance with the new dual approval system. In particular, affiliate marketers and aggregators will have to modify their company procedures in order in order to follow the new guidelines.
As Ukraine continues to formalize its betting legislation, companies that implement early will have an edge in a regulated and reliable internet market.
If you're a software creator, affiliate marketer, or casino operator in need of help with marketing and legal compliance, get in touch with us for professional advice.
Disclaimer:
This blog is intended for informational and educational purposes only. We do not promote or facilitate gambling activities in any country where it is considered illegal. Our content is focused solely on providing knowledge about legal and regulated markets. We only work with operators and platforms that are licensed and comply with the laws of jurisdictions where casino gaming is permitted. We do not operate or endorse any form of gambling in restricted regions. In countries where only skill-based games are allowed, our involvement is strictly limited to those games.
We believe gambling should be an entertaining and responsible activity. Our goal is to ensure that the platforms we review uphold the highest standards of fairness, transparency, and player safety.
FAQs
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Google now requires that gambling advertisers targeting Ukraine acquire both Google's own authorization and a local license from KRAIL in order to conduct marketing legally.
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Marketers, including affiliate marketers and direct operators, who provide online gambling, betting, or casino-related services to Ukrainian customers must agree to abide by the rules.
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Advertisers require an active permit from Ukraine's gambling authority (KRAIL) and complete Google's certification process for commercials related to gaming.
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Aggregators have a duty to make sure that all promoted brands have Ukrainian licenses and adhere to Google's guidelines. Ad bans or account suspension are possible outcomes for affiliates who do not comply.
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Advertisers can apply via Google’s gambling and games application form. They’ll need to submit proof of licensing and comply with Google’s ad content guidelines.
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