The iGaming sector in Latin America has experienced rapid growth, driven by digitization and evolving regulations in key markets such as Mexico, Colombia and Argentina. However, advertising remains a challenge due to restrictions on digital platforms. With Google’s latest policy update set to take effect on April 14, 2025, online gambling advertising will face new requirements that will have a significant impact on operators, affiliates and technology providers.
Key changes to Google’s policy
The update introduces stricter rules to bring gambling advertising into compliance with local regulations and ensure responsible gambling advertising. One of the most significant changes is mandatory certification for all advertisers promoting real-money gambling. In addition, Google is expanding the definition of “gambling promotion” to include affiliate sites and referral platforms, which will impact traffic acquisition strategies.
Google will also apply country-specific regulations, meaning that advertising in markets with unclear laws may be restricted or even prohibited. In contrast, countries with well-defined regulations, such as Mexico and Colombia, will have an easier path to advertiser certification.
Another major change involves social casino games, which will now face stricter regulations if they include in-app purchases. Games that use cryptocurrencies or tokens with real-world value will also be classified as gambling content.
Google has made it clear that non-compliance will result in severe penalties, including ad account suspensions and regional ad bans for violators.
Impact on Online Gaming Operators
For online gaming operators, these new guidelines mean increased scrutiny of their marketing strategies. Certification will be mandatory, so companies will need to apply early to avoid disruptions to their campaigns. Advertisers will also need to review and adjust their ad content to comply with Google’s policies, ensuring that restricted terms or formats are removed.
Promoting responsible gaming will be more important than ever.Google will prioritize ads that highlight responsible gaming messages, player protection, and self-exclusion tools. Operators will need to incorporate these principles into their advertising strategies to comply with Google’s new standards.
How iGaming Technology Providers Should Prepare
Technology providers have a critical role to play in helping operators comply with these new guidelines. They will need to adapt their platforms to include compliance tools such as age verification, geolocation services and fraud prevention systems to ensure operators meet Google’s certification requirements.
Marketing technology will also need to be adapted, particularly audience segmentation and tracking tools, to ensure they comply with Google’s new policies. Platforms will need to be optimized to avoid ad policy violations while maintaining effective player acquisition strategies.
Security will also become a priority, with suppliers needing to improve monitoring and fraud detection systems, while integrating features such as self-exclusion mechanisms and deposit limits into gaming platforms.
Google’s new guidelines mark a major shift in digital advertising for iGaming in LATAM. While these regulations present operational challenges, they also create opportunities for operators who adapt quickly and align with local compliance requirements.
Gaming operators will need to focus on obtaining certification, adjusting their advertising campaigns, and strengthening responsible gaming initiatives. Meanwhile, technology providers will play a key role in developing compliance solutions that support promotional efforts while maintaining regulatory compliance.
This evolving regulatory landscape means that transparency, compliance and security will be essential to maintaining competitiveness and growth in the Latin American iGaming market.
