UK gambling advertising rules for search content
Which UK gambling advertising rules apply to operator pages, affiliate content and social posts, with the 2025 and 2026 changes.
Read the guide →SEO Lab
SEO Lab: search and compliance explainers
How Google, Bing and AI assistants handle gambling content, explained without a sales pitch. These guides focus on the problems specific to regulated sites: geo-restrictions that interfere with crawling, policies aimed at casino content, and advertising rules that reach organic pages.
All SEO Lab articles
Google updates and gambling sites: a 2024 to 2026 timeline
Every confirmed Google core and spam update since 2025, plus the policy changes that matter most to casino and betting sites.
Read the guide →Google Ads gambling policy changes in 2026
What changed in Google's gambling ads rules in 2026, with dates: certification per country, policy health and programmatic expansion.
Read the guide →Casino vs sportsbook search intent: a practical taxonomy
A six-part taxonomy of casino and sportsbook queries, how demand follows the sports calendar, and where regulation limits the content.
Read the guide →When compliance features break crawling on gambling sites
How geolocation, age gates, consent walls and state selectors can hide gambling pages from crawlers, with tests and compliant fixes.
Read the guide →Licence-driven site architecture for regulated gambling brands
How licences force architecture choices for gambling brands, the limits of hreflang, and how to keep separate market sites from duplicating each other.
Read the guide →A content quality rubric for casino and betting pages
Ten questions, drawn from Google's rater guidelines and spam policies, for judging the quality of gambling content.
Read the guide →AI search and discovery
What the research says about AI search and gambling
An evidence review of the 2026 studies testing chatbots on gambling prompts, with the methods, findings and limits of each.
Read the guide →A protocol for checking AI answers about gambling legality
Our published method for testing whether AI assistants answer US, Canadian and UK gambling legality questions correctly.
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