Endorphina has received a gaming-related vendor license in the UAE, granted by the General Commercial Gaming Regulatory Authority (GCGRA), which regulates and supervises...
Google Ads’ new policy to allow gambling promotions in UAE
Google Ads has updated its gambling ads policy for the UAE, allowing advertisers to promote sports betting, lotteries, and internet gaming in the country to operators that are licensed by the GCGRA and certified by Google.
The revised policy was introduced in March 2026 and states that all companies must be locally licensed and meet certification standards for the platform, with the content required to have mandatory responsible gambling messages. In case of non-compliance with the dual system, all operators will be banned from advertising.
Additionally, Google improved certification eligibility for gambling and game categories on March 23, 2026, pushing advertisers to show good policy health. This was done in an effort to match the country’s strict regulatory framework.
The General Commercial Gaming Regulatory Authority (GCGRA) has also stressed that any kind of unlicensed commercial gambling activity is against the law, with the same applying to consumers who use offshore operators.
At the moment, the regulator names The Game LLC as a lottery provider and Coin Technology Projects LLC as an iGaming and sports betting operator. However, the licensing process in the UAE is very harsh, as it remains a question whether any new licensees will enter the market to be able to use the advertising opportunities.
As a result of the ongoing regional conflict, Wynn Resorts is considering postponing the official opening of the $5.1 billion worth Al Marjan casino resort in the UAE.The...
