Google Ads has altered its approach to gambling and games advertising in the U.S. Under a new policy that took effect December 12, the Google site has begun accepting and publishing ads from sports betting operators and lottery couriers.
In states including Arkansas, Montana, New Jersey, and New York, Google will now allow and facilitate ads for lottery couriers within the states, in addition to sports betting ads from state-approved entities in Vermont.
The new policy includes stringent regulations to ensure compliance and responsible gambling practices. Advertisers seeking to run gambling ads are required to undergo a thorough application process, securing approval from Google. Additionally, they must adhere strictly to the outlined policies and present landing pages that prominently feature responsible gambling information.
All creative content associated with gambling and games must align with Google’s Authorized Buyers Gambling and Games policy, in addition to local regulations and industry standards, as well as emphasizing responsible gaming practices. One rule directive involves the strict prohibition of targeting minors, specifically those under the age of 21.
