Google and rival Yahoo! are set to put the ban in place by the end of this month. The move by Google is set to affect all territories while the changes at Yahoo! are expected to only cover its US website.
The decision follows an increasingly tough stance in the US on companies that encourage online gambling. Federal prosecutors initiated a trial earlier this year involving a number of US media companies.
Legislation to ban online gambling is now being prepared in the US, although last month the World Trade Organisation ruled that this violates international trade law.
Meanwhile, the changes in ad pricing announced by Google involve adjusting the value it puts on clicks on an ad through its Adwords programme. The aim is to create a better return on investment for advertisers, according to Google UK spokeswoman Ema Linaker.
She added: "For example, we may determine that a click on an ad for digital cameras on a web page about photography tips is worth less than a click on the same ad appearing next to a review of digital cameras."
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