Tech giant Google has recently been lenient on gambling adverts – at least for online casino operators who are targeting customers in four U.S states.
In an update to its ‘gambling and games policy,’ the tech giant said that it would “allow state-licensed online casinos in Delaware, Nevada, New Jersey, and Pennsylvania,” to advertise online casinos and sports betting products.
When Google’s new policy comes into effect – which has not yet been implemented – gambling operators in these states would now be able to run advertising campaigns through Google Ads, Google Display Network, YouTube and AdMob. However, they would not be able to use Google Ad Manager with gambling adverts.
According to media reports and experts, the updated policy could come into effect in the first quarter of 2020.
At present, online gambling operators need to get approval and certification before their gambling adverts that promote and table game promos are thrown on the search engine.
For gambling operators in the US, the updated Google policy is welcome news. They have been seeking means to reach potential customers in innovative and more costly ways.
Google Relaxing Gambling Advertising Policies
Google has been relaxing gambling advertising policies as states continue with gambling expansion since the US Supreme Court legalized sports betting last year.
In October, Google updated its ‘gambling and games policy’ allowing sports betting ads in Indiana, Iowa, Montana, Pennsylvania, and Rhode Island.
Nevada, New Jersey, and West Virginia had already been cleared for limited sports betting adverts. Earlier in June, Google allowed all such sports betting operators to advertise sports betting products in New Jersey which:
• Had obtained a license from the New Jersey Division of Gaming Enforcement (NJDGE)
• Only sports betting offers may appear in adds. Casinos and poker games are still under prohibition
• All websites must be part of the Google network sites for the ads to reach the end customer