Starting today, YouTube has introduced a major update to its gambling content policy. The changes affect what creators can publish, promote, or monetise, and they place far tighter controls on how gambling brands can advertise on the platform. The move is part of a wider effort to protect viewers, especially younger audiences, and to curb the rise of unregulated online gambling promotions.

 

What has changed and why

The revised policy now bans creators from directing viewers to any gambling website, app, or service that has not been certified by Google or approved under local laws. This covers spoken promotions, embedded links, logos, screenshots, and even casual references to unlicensed operators.

The restrictions also apply to casino-style videos and social casino content, even in cases where no money is involved. Videos that claim to offer guaranteed returns, loss-recovery tricks, or any kind of financial promise will be removed, including those linked to licensed operators.

YouTube will vet gambling services on a country-by-country basis and apply automatic age restrictions. Most gambling content will now sit behind a sign-in wall, and viewers must be at least 18 years of age to access it. Sports betting discussions and in-person casino content may still be allowed, though this depends heavily on jurisdiction and context.

 

Regional differences and local enforcement

Not every country applies YouTube’s new rules in the same way. In some places the restrictions are absolute. In others, there is room for licensed operators to advertise within tightly controlled limits.

Places with strict enforcement

• Italy: The Dignity Decree bans gambling advertising outright. Any reference to offshore or unapproved brands triggers quick takedowns and penalties.
• Germany: The GGL monitors gambling broadcasts closely and removes videos that appear to promote unlicensed operators.
• France: The ANJ keeps a close eye on influencer marketing. Creators can be fined for breaking advertising rules.
• Brazil: Only operators using approved .bet.br domains are permitted. Police and government officials regularly request removals for non-compliant content.
• Colombia and India: Links to unlicensed sites are blocked, and channels that repeatedly highlight illegal operators risk closures or shadow restrictions.

 

Exceptions and local variations

In the UK, Sweden, and some parts of the United States, creators may still work with licensed operators once those brands have been approved by Google. At the opposite end of the spectrum, many Middle Eastern and Asian markets maintain full bans where YouTube removes gambling content automatically.

 

How creators are affected

Creators who have built an audience around casino-style videos, sweepstakes, or gambling commentary will need to adapt quickly. The risks include video removals, demonetisation, and channel strikes, even for older uploads. Age restrictions will also reduce viewership, since anyone under 18 or not logged in will be blocked from accessing gambling-related content.

Affiliate deals with offshore operators are likely to disappear altogether. Even creators who only discuss gambling occasionally may find they need to review older videos to check for outdated links or brand mentions.

 

How advertisers and gambling brands are affected

Advertisers must ensure that campaigns comply with both Google’s rules and local legislation. Anything that promotes unlicensed operators, cross-border offers, or ambiguous claim language is likely to be declined. Companies relying on influencer marketing will also face limits, particularly around young audiences, due to new age-gating and geofencing measures.

Approved content must now be informational and transparent rather than promotional. Advertisers working across several markets will need to tailor campaigns for each region, since certification rules vary significantly.

 

How creators can stay compliant

Creators who want to remain active in this space are advised to take several steps immediately:

• Remove logos, links, promo codes, referral deals, and any other references to unapproved gambling sites.

• Apply age restrictions to all gambling content using YouTube’s built-in tools.
• Work only with Google-certified, locally licensed operators and check each brand’s legal status for every audience region.
• Avoid any suggestion of guaranteed wins or financial promises. Clear disclaimers and responsible gambling messages are essential.
• Keep track of ongoing YouTube updates and local regulatory changes.
• Seek legal guidance when producing content that targets multiple countries with different rules.

 

Creative work still welcome

YouTube’s revised policy sets a new tone for gambling content. With global guidance supported by local restrictions, anyone producing or promoting this material will need to be much more careful next year. Creative work is still welcome, but only when it sits comfortably within the legal framework and puts audience welfare first.

 

 

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