Google to Allow Online Gambling Ads in Ukraine Starting July 14, 2025

Starting from 14 July 2025, Google will be accepting gambling ads in Ukraine, thus opening the country to a brand-new regulated market. On 30 June, Google gave a mere two weeks of notice to gambling operators, ad agencies, and stakeholders for them to get adequately prepared for the change.

Allowing online gambling ads in Ukraine is one of Google’s key expansion points, as it brings about further extension of the gambling ad policy into other regulated markets for online gambling. For Ukraine, it is a landmark development as it boosts the online gambling market and attracts a greater number of licensed operators.

Certification Requirements and Dual Approval Process

Google to allow gambling ads in Ukraine starting July 14https://t.co/1bbR1MNv70

— Yogonet Gaming News (@YogonetNews) July 1, 2025

Advertising gambling in any part of Ukraine will require going through a two-step approval process. The first step is obtaining the proper licenses from the Ukrainian regulator for each type of gambling, including online poker, sports betting, casino games, and state lotteries.

Each type of gambling requires its own license, and advertisers must also provide appropriate documentation to show they have proper licensing approvals.

Even after the Ukrainian government gives approval, advertisers must also pass Google’s own certification process. This is similar to how Google handles any other regulated markets like Germany and Peru, and there are local rules, as well as Google guidelines, to follow at the same time.

Advertisers should also be aware that compliance is a continuous responsibility, not a one-time requirement, and if their license status changes, they may have to go through the recertification process again, or their ads will be paused.

Platforms and Ad Formats Covered

Advertisers who have successfully passed the certification processes can use all advertising opportunities available on Google in Ukraine. That means they can use all of the following:

• Search
• YouTube
• Discover
• Google Play
• The Display Network.

However, all campaigns must be targeted towards a user in Ukraine and shall adhere to stringent content regulations with particular regard to the protection of minors.

Implications for Operators, Aggregators, and Affiliates

This change impacts all the key stakeholders in Ukraine’s online gambling market, specifically operators, aggregators and affiliates.

Impact on Licensed Operators

This policy change creates new marketing opportunities for licensed gambling operators in Ukraine. They will now have a chance to reach potential customers through the largest online platform for digital advertising in the world.

However, these marketing opportunities carry with them some additional compliance responsibilities in that operators must adhere to their licensed status and observe all advertising requirements or risk being caught in some penalties or ad suspensions.

Aggregators and Affiliate Networks

One notable aspect of Google’s Ukraine policy is that it allows licensed aggregator platforms to participate in advertising. However, they must make sure every brand they promote is fully licensed in Ukraine.

This is different from some other countries, where aggregators are not allowed. Aggregators now have the responsibility to check that all their partners follow the rules. This could change how affiliate marketing works in Ukraine, making it more professional and focused on compliance.

Compliance, Enforcement, and Ongoing Monitoring

Google will continuously monitor compliance in cooperation with the Ukrainian authorities. Any change in license status might mean re-certification or immediate suspension of ads.

This is basically similar to Google’s enforcement practices in other regulated markets. Still, every single country has special ways of monitoring.

The consequences for non-compliance shall be serious and shall most probably involve permanent bans from all Google advertising platforms. This is a necessary enforcement rule to keep the regulated gambling market in Ukraine safe.

Ukraine’s Unique Position in Google-Approved Gambling Markets

Ukraine is different from other countries when it comes to gambling advertising. Licensed aggregator platforms can promote, unlike Brazil, where it’s not allowed. That’s how Ukraine’s laws are business-friendly and strict at the same time.

Big changes have been occurring in the last few years in Ukraine’s gambling industry and, with the road paved by seemingly clear laws and licensing mechanisms, the country has really stepped towards becoming a regulated online gambling market.

This attracted international companies and thus paved the way for the change in Google’s policies. In other words, Ukraine is pretty gambling-friendly as compared to some others, but still retains strong laws to protect consumer rights and industry fairness.

Looking ahead, this fits in with the global trend for regulated online gambling. As a greater number of countries establish clear regulatory frameworks, companies such as Google will, in turn, further expand their gambling advertising policies.

References

• Google Support: https://support.google.com/adspolicy/answer/16345571
• PPC News: Google to Allow Online Gambling Ads in Ukraine – PPC News Feed
• Google Support: Gambling and games – Advertising Policies Help
• Yogonet on X: https://x.com/YogonetNews/status/1940115587620843984
• Google Support: Display Network: Definition – Google Ads Help