In a major policy shake-up, Google has officially banned sweepstakes casinos from being advertised under its “social casino” category, reclassifying them as real-money gambling. This update, quietly implemented on October 28, 2025, effectively closes a long-standing loophole.
Learn what this means and how it affects you.
TL;DR
- On October 28, 2025, Google updated its Gambling & Games policy, so sweepstakes casinos no longer qualify as “social casino” and are now treated as real-money gambling.
- Reason: dual-currency systems (sweeps coins + gold coins) offer real-world prizes, and Google treats any game with virtual currency of real monetary value as online gambling.
- Operators and affiliates now need online gambling certification, which brings licensing, age targeting, and responsible gambling requirements. Violations can lead to account suspension without prior warning.
- If you’re affected: review your campaigns, check whether certification is possible in your market, fix your landing pages, and look at alternative channels.
What’s Changed & Why Google Did It
Context: To run social casino ads on Google, previously you needed a special Social Casino Games Certification.
In the new policy update (Oct 28, 2025) Google updated its Gambling & Games advertising policy to clarify the blurred line between casual games and real-money gambling. Their dual-currency systems (e.g., sweeps coins + gold coins) made them appear like games while still offering real-world prizes.
From now on, sweepstake casinos do no longer receive the“social casino” certification. Instead, they are now classified under Google’s stricter online gambling policy, which has tighter rules and requirements.
Under Google’s guidelines, any game involving virtual items or currencies with real monetary value falls under the online gambling policy.
If you now want to advertise sweeps, they’ll fall under online gambling certification, which is more restrictive (licensing, age targeting, responsible gambling disclosures, etc.). Violating these rules can lead to account suspension with no prior warning.
The Impact – Why This Is Significant
- For Sweepstake Casino Operators: This is a big blow. Many operators used the “social casino” classification to advertise more “lightly”. Now, they will need to meet real gambling ad standards.
- For Affiliates: If you were promoting sweepstake casinos via Google Ads, your campaigns might be disapproved, or you might be forced to switch to a different business model or channel.
- For Users: Potentially fewer Google Ads promoting these sweepstake-style platforms, which could reduce their visibility.
- Even with certification, Google requires compliance with local gambling laws for the regions you target.
What To Do (If You’re Affected)
- Review Your Campaigns: Check if any of your Google Ads campaigns promote sweepstake casinos. If yes, they might now be disapproved.
- Apply for Certification: If you’re an operator and want to keep advertising, investigate applying for online gambling certification (if permitted in your market).
- Adjust Your Messaging: Make sure your landing pages comply with Google’s requirements: age warnings, responsible gambling info, licensing, clear real-value disclosures.
- Consider Alternative Channels: If Google Ads is no longer viable, explore other ad networks or marketing strategies. Like Mondiad!
Locked Out of Google? Take Your Sweeps Campaigns to Mondiad
At Mondiad, we work with all verticals, including gambling traffic, providing our advertisers and affiliates with worldwide traffic among 8+ high-performing ad formats.
From Push, In-Page Push, Pops, Native, and Banners to Interstitials, (Parked)Domain ads and Telegram traffic, we’ve got every campaign need covered.
