Google has rolled out a significant update to its advertising and app distribution policies in Brazil, now allowing licensed betting and fantasy sports apps on Google Play.
Effective from June 18, this change introduces a mandatory certification process, requiring operators to submit proof of valid Brazilian licenses to advertise or distribute apps via Google.
Under the new rules, only companies that demonstrate full compliance with Brazil’s gambling regulations will be eligible to use Google Ads or list their apps. As part of the certification, advertisers must provide detailed app information, and any submissions that don’t meet the licensing standards will be denied.
The policy covers four approved categories: government-approved lotteries, horse race betting, fixed-odds sports betting, and daily fantasy sports, each requiring formal authorization from Brazilian regulators.
Previously, only apps linked to Caixa Econômica Federal lotteries or horse racing were permitted on the platform. Now, apps must also include a working link on the operator’s official site that leads to their Play Store listing to ensure traceability and authenticity.
This move follows Google’s initial step in December allowing limited gambling ads in Brazil and aligns with its broader strategy to uphold local laws and boost platform transparency. It also seeks to curb the use of unofficial or sideloaded gambling apps.
The timing of this update aligns with Brazil’s proposed legislation, PL 2738/2025, which aims to regulate gambling app access across platforms like Google Play and the Apple App Store. The bill would update Law No. 14,790/2023 by introducing tougher requirements for both platforms and operators.
If enacted, the bill would enforce adult-only (AO) app ratings, restrict access to underage users, require geolocation controls, visible gambling risk warnings, and user tools like deposit and time limits. It would also mandate reporting systems for suspicious content and require operators to notify regulators and app platforms of licensing changes within five business days.
Non-compliance, attempts to circumvent the rules, or legal violations could result in app takedowns from digital stores.
