Google to allow gambling ads in Ukraine starting July 14

Google will begin accepting gambling advertisements in Ukraine starting July 14, 2025, in a move that expands its gambling ad policy to another regulated market. The update was announced on June 30, providing a two-week window for advertisers to prepare.

To qualify, companies must meet both local and platform-level requirements. As outlined in the policy documentation, “Operators and advertising agencies must be appropriately authorized by the Ukraine authorities. For each category of gambling a separate license is required.”

Google's certification process consists of dual approval: first, advertisers must obtain approval from the Ukrainian government, and then they must complete Google’s own certification requirements.

Advertisers that are successfully certified will gain access to Google’s full suite of ad tools in Ukraine, covering platforms such as Search, YouTube, Discover, Google Play, and the Display Network. Campaigns will be limited to users located in Ukraine and must comply with targeting and content requirements, including protections for minors.

The policy change also sets Ukraine apart from other markets by allowing licensed aggregator platforms to participate, in contrast to Brazil, where such platforms are prohibited.

Compliance will be monitored on an ongoing basis, and any change in license status could require re-certification or result in ad suspension.

Google said it will update its Gambling and Games policy page with details for Ukrainian advertisers ahead of the launch.

The Ukrainian rollout follows Google’s established practice of entering regulated markets only after local laws are clearly defined, mirroring prior expansions in Brazil, Germany, and Peru.