Google Announces Revisions to Gambling and Games Policy

HIGHLIGHTS:

• Google’s revised Gambling and Games policy, effective April 14, introduces country-specific guidelines and clearer categories for gambling content.
• The update allows ads for online gambling, such as casinos and sports betting, but mandates responsible gambling information and restrictions on targeting minors.
• Google will permit aggregator or affiliate sites that compare gambling services, but prohibits the promotion of Mahjong involving money in the Asia-Pacific region.
• Advertisers must comply with local gambling laws and industry standards, ensuring that gambling ads only target approved countries and provide responsible gambling resources.

Google has revealed a revision to its Gambling and Games advertising policy, set to take effect on April 14, with a preview of the new guidelines shared ahead of the official launch.

“The update will include revisions to country specific guidelines and provide more detailed explanations of the different gambling categories,” said Google.

Under the new guidelines, Google will classify content that provides direct links to online gambling or promotes online gaming services as "gambling promoting."

“We support responsible gambling advertising and require that advertisers abide by local gambling laws and industry standards. Check local regulations for the areas you want to target,” Google added.

Further, “The below policy covers online gambling, offline gambling and online gambling-promoting content. Each section of this policy sets out what we allow within each category. We only allow advertising of gambling and gambling-promoting content where the criteria set out in the relevant sections below are met.

Gambling and online gambling-promoting content ads and destinations must also: only target approved countries; have a landing page that displays information about responsible gambling and never target minors,” said the company.

As per the updated policy, Google will allow “Online casinos or bookmakers, online bingo or slots sites or apps, online lottery ticket or online scratch card purchase, online sports betting, online gambling games played with virtual currencies or items that have real-world value” and “Aggregator or affiliate sites that provide information about, or a comparison of, other gambling services.”

However, Google clarified that it does not support content promoting online gambling, except for aggregator or affiliate sites that offer information or comparisons of other gambling services.

“Google doesn't allow the promotion of Mahjong involving the exchange of money in the Asia-Pacific region,” it specified.