Queen's gambit doesn't specify that the card has to be able to be advanced. If you compare it to Matrix Analyzer, you will see the difference:
When the Runner encounters Matrix Analyzer, you may pay 1 [Credits] to place 1 advancement token on a card that can be advanced.
Normally the Advance action is used to advance cards. This is where the corp pays 1C and 1click to place an advancement counter on a card which can be advanced. When another card places advancement counters, its not actually "advancing" the card, and so it doesn't need to be an advanceable card. However, most effects which add advancement counters specify the card has to be advanceable. The only exception at the moment is Queen's Gambit, since the runner obviously won't know, and is in fact gambling that the card isn't advanceable, to avoid helping the corp.