This move, effective as of 18 June, introduces a new certification process requiring operators to present valid licensing from Brazilian authorities in order to use Google Ads and distribute their apps.
Under the updated policy, only operators who can prove compliance with Brazilian gambling regulations will be permitted to advertise and host apps on the platform.
Advertisers must undergo a certification process, providing detailed information about their applications. Applications that do not meet the established licensing and compliance criteria will be rejected.
The updated guidelines allow for four categories of gambling-related content: lotteries, horse racing, fixed-odds sports betting, and daily fantasy sports.
Each of these segments requires official authorisation from Brazilian regulators to qualify for listing and promotion via Google’s platforms.
Previously, the Play Store in Brazil only permitted gambling apps tied to Caixa Econômica Federal, which operates official lottery products, and horse racing betting.
Google also specified that a requirement for compliance will be the presence of a visible and functional link on an operator’s official website that directs users to the app’s listing in the Play Store or equivalent app marketplace.
This is intended to ensure the legitimacy and traceability of apps, thereby enhancing platform transparency.
Google, which began to allow certain legal gambling advertising in Brazil last December, stated that the new measures are part of its broader commitment to complying with local laws.
This policy change also aims to shift gambling app distribution away from sideloading or unofficial sources.
New bill to define gambling apps across app platforms
The timing of Google’s announcement coincides with legislative developments in Brazil.
A new bill, PL 2738/2025, seeks to regulate the availability of sports betting and gambling apps across major app platforms, including Google Play and Apple’s App Store.
The proposed legislation would amend Law No. 14,790/2023, which governs gambling in Brazil, to impose stricter requirements on app platforms and betting operators.
If passed, the legislation would mandate several safeguards: apps must be rated “AO” (Adult Only), restrict access by users under 18, and incorporate geo-restrictions to prevent use in jurisdictions where the operator lacks a valid license.
It would also require the display of prominent risk warnings and provide self-regulation tools such as time and spending limits. In addition, app platforms would need to provide users with reporting mechanisms to flag non-compliant or suspicious content.
The bill also includes strict enforcement measures. Operators would be required to notify authorities and app stores of any changes to their licensing status within five business days.
Failure to maintain compliance, attempts to bypass rules, or violations of Brazilian gambling law could result in removal of the app from digital marketplaces.
Dingnews.com 20/06/2025