Google clears path for licensed betting apps in Brazilian Play Store through ad policy overhaul

Google has formally updated its gambling policy to allow sports betting and online gaming companies licensed in Brazil to list their apps on the Play Store, marking a key move in the country’s expanding regulated betting market.

The policy update, announced on Wednesday (18), permits only those operators that have received official authorization under Brazil’s legal framework to distribute their mobile applications and advertise through Google Ads.

According to the company, all apps must comply with current laws and ordinances issued by Brazilian authorities, including licensing requirements issued by the Secretariat of Prizes and Betting (SPA) under the Ministry of Finance.

The tech giant’s decision follows sustained lobbying by licensed operators and regulatory authorities alike. With over half of Brazil’s betting market still controlled by unlicensed websites, the move is being viewed as a mechanism to increase transparency, bolster oversight, and limit exposure to illegal platforms.

The updated policy mandates that approved operators provide a prominent and functional link to their Play Store app directly from their officially registered domain. Additionally, companies must undergo a certification process with Google before they are permitted to launch paid advertising campaigns.

This aligns with a bill currently under review in Brazil’s Chamber of Deputies, spearheaded by Congressman Bacelar, which seeks to enhance regulation and bring digital betting platforms in line with national standards. Bacelar’s proposal emphasizes consumer protection and improved government oversight by reinforcing the requirement that only licensed operators are allowed to engage with users.

The updated Google policy clarifies that, under the new framework, online gambling, sports betting, lotteries, horse racing, and daily fantasy sports applications will be accepted, provided they meet all regulatory criteria.

Operators aiming to advertise via Google Ads must hold valid certification from the SPA, ensuring that only compliant entities are given visibility on the platform.