Google has further relaxed its policy regarding gambling advertising in the United States.
In the 15th October ads policy update, Google search engine giant announced that clients from Indiana, Iowa, Pennsylvania, Montana, Rhode Island, and some other international countries can join those in Nevada, New Jersey, and West Virginia, will be able to advertise for sports betting through Google advertising services.
There have been many changes in the US on sports betting after the Supreme Court ruled last year that individual states could be responsible for their own gambling laws. This allowed to some states lift the ban and introduce federal-sanctioned betting, allowing residents to gamble and bring money for the state as taxes.
These changes in advertising rules are the latest step in Google relaxing its stance on gambling. Two years ago the company started to allow real-money betting apps into Google Play in limited countries.
Google first launched a beta program in June which allowed sports advertising in Nevada, West Virginia, and New Jersey. However, the rumor is that the company is planning to completely remove its gambling advertising ban in the near future, most likely in the first quarter of next year. From then on, whether Google clients can place gambling ads will be dependent on local laws.
In August 2019, it began introducing fantasy sports advertising in the US states where the activity is licensed.
According to Google, any company providing gambling advertising must make sure they are not targeting underage players or promoting other products such as casinos.
Gambling operators and related companies are able to publish ads through Google Ads, YouTube, AdMob, and Google Display Network – though advertisers will still need to be Google Ads certified first, and will need to comply with certain responsible gaming and age rules.
The opening up of Google advertising services to gambling operators and related companies could well see the growth of legal gambling in the US explode – given the sheer reach of Google’s online properties.
For those European operators currently establishing themselves in the nascent US market, the news must be music to their ears – after becoming so used to ever-tightening restrictions in mature European markets.
The US is not the only nation to benefit from Google’s more lenient stance on sports betting. In this change to its policy, Nigeria, Kenya, and Colombia were also included, enabling gambling promos to be listed in the countries.
The move will not be welcomed by the Kenyan government who have recently taken steps to curb gambling in the country, including attempts to ban any kind of betting advertising on social media.
Google has said that only activity carried out by organizations holding licenses in the relevant country will be allowed.
