Google to Implement More Stringent Gambling Ad Policies This April

Google’s Upcoming Policy Update on Gambling Ads

Google is gearing up to update its policies concerning advertising related to gambling and games. The official announcement is set for Monday, April 14. Although the company has offered a preview of potential changes, this information is not yet final; further revisions and evaluations may still occur.

More Stringent Guidelines

Google has always been cautious with gambling advertisements, making significant efforts to prevent misuse. In its ongoing quest to refine its advertising guidelines, the company plans to more precisely define what constitutes ‘gambling’ and ‘gambling-promoting content’ as part of its updated policy. This move aims to eliminate any existing uncertainties.

• Content with links to gambling-related material will now be categorized as ‘gambling-promoting.’
• This change affects affiliate and aggregator websites, requiring them to focus solely on comparisons of licensed gambling products and services.
• Websites must refrain from advertising in regions where gambling is entirely prohibited, such as China.

The draft policy also addresses scenarios involving social casino games and websites, emphasizing the need to distinguish them clearly from real money casinos.

Focus on Asia-Pacific and Social Casinos

In the Asia-Pacific region, Google is targeting activities like ‘mahjong,’ and the revised policy on online gambling will encompass all forms, even those utilizing a sweepstakes model.

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Social casinos, heavily scrutinized in the United States, must clearly differentiate between sweepstakes and real money models. Google has indicated the possibility of suspending accounts that violate social casino gaming policies, suggesting a firmer stance on sweepstakes models.

Clear Definition of New Types of Online Non-Casino Games

The company is also examining skill-based games and how they should be communicated to consumers. Ultimately, Google wants advertisers to comply with specific local laws regarding the legality of such games.

Google has reiterated that any company wishing to advertise online gambling must be registered, authorized, and licensed accordingly.

Google has encountered opposition from national governments, particularly in places like Italy, where local authorities have criticized the company for allowing gambling content to appear in its feeds.