Google To Allow Gambling Ads in US States Where iGaming Is Legal

Article by : Erik Gibbs Dec 13, 2023

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On Tuesday, Google Ads is set to revamp its strategy regarding gaming advertisements in the US. These changes will permit select operators to showcase gambling advertising and marketing in states where online gaming is legally regulated.

A notable inclusion in this update is the green light for operators in Vermont to unleash sports betting commercials through the Google Ads platform.

However, it comes with the condition that any operators holding licenses from the Vermont Department of Liquor and Lottery must undergo an additional licensing process and comply with requirements with Google for a final confirmation to conduct advertising campaigns.

This shift signifies a nuanced approach to gambling advertising regulations within the digital realm.

Google is instituting distinct criteria for various entities. The list includes commercial operators, social casino operators, and state-run platforms. These entities will qualify as part of the tech giants list with their new take on gambling advertisements.

These commercials, irrespective of their origin, are mandated to adhere to firm policies set forth by Google, emphasizing the imperative need for compliance with responsible gambling practices.

One such stipulation is the prohibition of commercials targeting individuals below the age of 21, underscoring Google’s commitment to maintaining a responsible and age-appropriate advertising environment.

Compliance with Google’s Authorized Buyers Gambling and Games policy is also mandatory for all advertising efforts within the gambling domain, further delineating the stringent guidelines that operators must follow.

Alongside the permission for advertising and marketing from sports betting providers in Vermont, lottery operators holding licenses are granted the opportunity to launch advertising campaigns via Google Ads.

Lottery operators within the state boundaries of New Jersey, Arkansas, Montana, and New York can benefit from this new regulation.

This permission comes with the condition that these lottery operators must adhere to the identical set of regulations governing sports betting commercials in Vermont, establishing a standardized framework for compliance across multiple states.

Google maintained an overarching prohibition on any form of online gambling advertisements throughout the country in the past years. This is a stance that underwent revision in 2019 and that the company kept unchanged until now.

The transformation in its approach now adopts a more nuanced, customized approach to state regulation, aligning with the diverse frameworks prevalent across the nation.

This tailored approach is evident in instances such as Google Ads discontinuing support for sports betting advertising in Florida in 2021, prompted by legal challenges surrounding the introduction of Hard Rock Bets.

Furthermore, the company pivoted its stance by permitting the inclusion of casino apps on the Google Play Store in 2021, showcasing a responsive adaptation to the evolving landscape of online gambling.