Google expands Colombia policy for online lottery advertising
An October update adds online lottery advertising by CNJSA authorised entities while retaining product specific licensing and certification conditions.
What changed
Google’s 5 October notice set 21 October 2026 as the effective date for allowing online lottery ads in Colombia by entities authorised by the Consejo Nacional de Juegos de Suerte y Azar, or CNJSA. Advertisers must apply for Google certification. [04A]
The live country table retains Coljuegos registration and a valid licence as its online gambling wording, and specifically requires CNJSA authorisation from lottery operators. The update concerns a defined advertising category; it does not itself issue a local operating licence. [04B]
Read the policy by product category
The update adds a defined online lottery advertising category, effective 21 October 2026.
Online gambling: registration with Coljuegos and a valid licence.
Lottery operators: authorisation from the Consejo Nacional de Juegos de Suerte y Azar.
The two panels summarise general wording and the lottery-specific requirement; they are not interchangeable licensing routes. Advertising approval does not grant a local operating licence. [04A][04B]
TopPay analysis
Keep the product category, business entity and destination domain consistent across advertising and payment records.
For businesses serving Colombia, the update is a reason to describe products precisely. Online lottery, casino and sports betting should not be treated as interchangeable categories in a commercial onboarding file.
Advertising and payment teams can compare the product being promoted, the licensed business and the destination website. If those details differ between teams, the underlying authorisation needs to be clarified. Approval of an ad account provides limited information about the separate payment relationship.
A shared record of the business entity, product category and domain would make campaign changes easier to assess. This is an operational recommendation drawn from the policy distinction.
One shared record across teams
Compare the same three details before a campaign changes.
Product category
Identify lottery, casino or sports betting precisely.
Business entity
Compare the advertised and authorised businesses.
Destination domain
Keep campaign and payment records aligned.
TopPay analysis. A Google approval does not determine the separate payment relationship.
What to watch
Use the current country policy when reviewing a campaign, including its certification conditions. Subsequent platform changes and local authorisation changes need to be tracked separately so that one approval is not mistaken for the other.
Sources
- 04AUpdate to Gambling and Games Policy Colombia October 2026 ↗Google Ads · 5 Oct notice effective 21 Oct 2026 · Policy announcement
- 04BCurrent gambling and games policy Colombia country requirements ↗Google Ads · Reviewed 23 Oct 2026 · Live platform policy
Sources reviewed on 23 October 2026. News facts are attributed above; operational recommendations are TopPay analysis. Future dates remain targets or scheduled milestones.
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