Google Blocked 270 Million Gambling Ads in 2025, Regulators Intensify Pressure

The digital advertising landscape is a battlefield, and gambling is a particularly contentious area. Google, a giant in this sector, has released internal figures that offer deep insights into the fight against unwanted advertising. The platform is responding to ever-increasing pressure from international regulatory bodies, with a clear focus on player and youth protection.

The number of blocked ads is substantial. This indicates the intensity of Google's commitment to advertising policy compliance, but also the creativity and persistence of illegal operators trying to circumvent these policies. The industry must continue to adapt.

Numbers and facts

Google blocked a total of 270 million gambling and gaming ads in 2025, according to Google's latest Ads Safety Report, confirmed by multiple sources. Gambling was the eighth largest category of banned ads, with 270.7 million removed. For restricted ads, gambling ranked third with 123.9 million. The numbers are clear. Google blocked over 8.3 billion ads worldwide during the same period. More than 99 percent of policy-violating ads were stopped before they were even served, achieved with the help of artificial intelligence, including Google's Gemini system. Keerat Sharma, Vice President and General Manager of Ads Privacy and Safety at Google, highlighted the progress:

“Our teams have long used advanced AI to identify and stop scammers, and Gemini takes that work even further. Our models analyze hundreds of billions of signals — including account age, behavioral cues and campaign patterns — to stop threats before they reach people.” - Keerat Sharma, Vice President and General Manager of Ads Privacy and Safety at Google

He added that the systems identified over 99 percent of policy-violating ads immediately. In 2025, Google also suspended 24.9 million advertiser accounts, with 4 million linked to scams. 602 million scam-related ads were removed. Google also took action against content publishers, intervening on over 480 million web pages. Gambling and gaming publishers were among the most affected industries, with 9.7 million policy violations. These figures underscore the scale of the problem.

Background

The increased pressure on advertising platforms is not accidental. Regulatory bodies in various countries, including Brazil and several European states, have intensified their efforts. They are demanding greater transparency and stricter controls, primarily regarding the spread of illegal gambling advertising. Google Ireland plans stricter advertising policies starting in March 2026, including enhanced certification requirements for advertisers. Authorities continue to monitor the role of influencers and social media platforms in promoting illegal gambling products, especially in Southeast Asia, where governments are tightening oversight. This is a global phenomenon requiring a global response. Youth protection and problem gambling prevention are paramount. Regulation is a continuous race against new technologies and advertising methods.

Why it matters for German players

For German players, these developments are of great importance. The Gambling State Treaty 2021 (GlüStV 2021) has heavily regulated the German online gambling market. Now, only providers with a German license, issued by the Joint Gambling Authority of the Federal States (GGL), are permitted. These providers appear on the so-called GGL whitelist. All other offerings are illegal in Germany.

GlüStV 2021 introduces strict advertising restrictions. For example, gambling advertising is largely prohibited on radio and television between 6 AM and 9 PM. No well-known testimonials or influencers, especially those appealing to children and adolescents, may be used. Depicting gambling as a solution to financial problems or a path to wealth is also strictly forbidden. The deposit limit of 1,000 Euro per month and the stake limit of 1 Euro per spin on online slot machines also contribute to player protection. The central self-exclusion system LUGAS helps to keep track of players and prevent multiple registrations. When Google blocks ads from illegal gambling providers, German players directly benefit. They are exposed to less questionable advertising, which protects them from dubious offers and promotes safe, legal play.

What it means for GGL-licensed casinos

GGL-licensed casinos are already subject to strict advertising guidelines. The intensified efforts by Google and other technology companies complement these rules. For reputable providers, this means a fairer competitive environment. Illegal providers can advertise less easily, which helps to strengthen player trust in the regulated market. At the same time, GGL casinos must also ensure that their advertising partners and marketing strategies comply with changing requirements at all times. Transparency and responsible marketing are crucial for long-term success in the German gambling market. Collaboration between regulatory authorities and platforms like Google improves the enforcement of these standards. It is a necessary step to protect players and maintain the integrity of the market.