Google will allow online gambling advertisers to run YouTube Masthead campaigns from October 21, according to new policy updates from the company.
The Masthead is one of the most premium advertising placements on YouTube, and it appears at the top of the platform’s homepage.
The decision comes at a time when campaigns against gambling advertising have intensified in countries such as the UK, Australia and the US. Google has nonetheless chosen to pursue revenue from a sector known for its high spending on marketing.
The format of the Masthead unit can vary from device to device. However, it is generally the first thing a YouTube user sees, and its video ads usually play on mute.
Gambling advertisers that use the Masthead will still need to comply with Google’s wider Gambling and games policy. Under these rules, any operator that seeks to run a Masthead campaign must hold the relevant license or certification for each area where it plans to target the ad.
The change follows an update to Google’s gambling advertising certification process on September 14. This extended the “good policy health” checks that the company began applying in selected gambling markets in March 2026 to every category covered by the Gambling and Games Policy.
Advertisers must obtain and maintain certification before gambling ads can run. Accounts that fail the checks can be blocked from advertising, and existing certifications can be withdrawn.
Licensed operators face a growing illegal market
The opening of YouTube to licensed gambling providers gives the regulated market access to a large audience in its competition with the black market. Licensed operators in Europe, the Americas and other regions face an illegal market valued at billions of dollars.
National gambling authorities often face criticism that they contribute to the growth of this market. Critics argue that regulators fail to strike a balance between regulation and commercial incentives, and this could lead to lower visibility for the licensed sector. Google’s update returns that visibility to millions of users.
Other Big Tech companies have taken a different position. Meta, the owner of Facebook and Instagram, has faced accusations from operators and regulators, including the UK Gambling Commission, that it does not do enough to prevent illegal gambling ads on its platforms.
The dispute has reached the courts. In the Netherlands, online gambling trade body VNLOK recently summoned Meta to court over the matter.