Google tightens its gambling policy, but little is set to change in Belgium 

From 14 September 2026, Google will implement stricter checks on which companies are permitted to advertise gambling via its advertising platform. It is not just individual advertising accounts that will be assessed; umbrella accounts belonging to casino groups and marketing agencies may also lose their authorisation in the event of repeated breaches.  

The measure sounds like a significant step in the fight against illegal gambling advertising. However, for Belgian players, the changes may be less significant than they appear at first glance. This is because the new rules apply exclusively to paid advertisements via Google Ads. Websites promoting illegal casinos via standard search results may remain visible for the time being.  

Google will now consider the full track record  

Companies wishing to place gambling adverts must apply to Google for a special certification. From September, all advertisers within the gambling and games category must demonstrate that they have a good track record.  

In doing so, Google will assess past compliance with its advertising policies. If a company has committed multiple breaches or had certifications revoked, a new application may be refused. Existing authorisations may also be revoked. 

Furthermore, the checks extend beyond a single advertising account. Google also looks at manager accounts, better known as MCC accounts. These are used to manage multiple advertising accounts from a single interface.  

If multiple gambling adverts under such an account breach the rules, Google may bar the entire manager account from submitting new applications. This makes it more difficult to simply open a new advertising account and start afresh following a breach.  

Websites and domain names are also checked  

Google also reiterates a number of conditions that the website behind a gambling advert must meet. The domain must be directly owned and managed by the company placing the advert.  

Websites on free subdomains are not eligible. Domain names that have no clear connection to gambling or to the advertiser may also be rejected. In this way, Google is attempting to prevent gambling companies from placing adverts via random websites or arrangements where the actual ownership is difficult to trace.  

The stricter controls do not apply solely to online casinos and bookmakers. Offline gambling, social casino games, certain games of skill and websites that compare or promote gambling are also covered by the policy.  

No solution for illegal casinos on Google Belgium 

For Belgium, however, the biggest problem is not limited to paid adverts. GamblingClub.be previously showed that the organic search results for popular casino search terms are dominated by international affiliate websites that also promote operators without a Belgian licence.  

Anyone searching for terms such as ‘best Belgian online casinos’, ‘casino bonuses Belgium’ or ‘which casino is reliable?’ may therefore end up on websites that give the impression of providing information about the Belgian market, whilst at the same time recommending illegal casinos.  

This is particularly problematic because many consumers assume that websites appearing at the top of Google’s search results are reliable and relevant. In reality, a high ranking says nothing about whether a casino holds a Belgian licence.  

Licensed Belgian providers and websites that refer exclusively to the regulated market may therefore be squeezed out by larger international affiliates. These parties often have extensive content networks, numerous backlinks and strong domains, enabling them to build a competitive advantage within Google.  

Stricter adverts, but the same organic loophole  

The new controls may prevent rogue operators from continuing to place paid gambling adverts with ease. Google can take action more quickly against repeat offenders, dubious domains and advertising agencies that manage campaigns for multiple problematic clients. 

However, organic search results are not covered by Google Ads policy. Illegal casinos and their affiliates can still gain visibility through search engine optimisation without buying an advert. Google itself acknowledges that the policy change has no direct impact on these organic results.  

This means a striking contradiction remains. An affiliate may not be able to purchase a gambling advert, but at the same time can still appear high up in Google’s results with pages promoting casinos without a Belgian licence.  

Purchased domains pose an additional problem  

A commonly used SEO method involves buying up existing domain names with a strong reputation and an extensive backlink profile. The original content is then replaced with pages about online casinos, bonuses or operators without a local licence.  

For Google, this is more difficult to combat than a non-compliant advert. An advert account and its associated certification can be revoked. Organic rankings, on the other hand, are determined by hundreds of different signals, including links, domain history, content and technical optimisation.  

It is precisely for this reason that Google should not only look at gambling adverts, but also investigate more actively which domains are being taken over and subsequently used to promote the grey or illegal gambling market.  

Belgian regulators remain dependent on Google 

The Gaming Commission can place illegal operators on its blacklist and ask internet service providers to block websites. However, this does not automatically remove the affiliate website that redirects players to new or alternative domains.  

A structural solution therefore requires cooperation between Google, the Gaming Commission, licensed operators and organisations such as BAGO. Attention must be paid not only to paid advertisements, but also to the way in which illegal casino affiliates build visibility in organic search results.  

The stricter advertising rules are a step in the right direction. However, as long as the same parties continue to appear at the top of search results via SEO, the main gateway to the illegal market will remain largely open.