Google Plans to Lift Ban on Online Casino Ads

Google Will Run Online Casino Advertising In Four US States

Thanks to recent updates in policies, Google, the search engine and tech giant, is expected to allow online casino ads in four US states. The move comes as a revolutionary moment in US online gambling history, after a long period of regulatory bans and illegal activity. With operators and players likely to benefit from this, the industry could get a boost in the right direction.

Online Casino Ads Coming to Google

The beginning of December saw the introduction of updates to Google’s gambling and games policy to include online casino and sports betting ads.

This change is applicable in the four states that have regulated intrastate online gambling. The decision allows state-licensed casino sites in Delaware, Nevada, New Jersey, and Pennsylvania to promote their products via Google’s channels.

Among the four states where Google is planning to allow online casino ads, Nevada is an exception because its online gambling market is poker exclusively.

The respective operators would be able to use Google Ads, as well as several other tools for running game and content promo – Google Display Network, Youtube, and AdMob. However, Google Ad Manager is still off-limits for these establishments.

The policy changes have not been all leniency and no regulations. Each operator will need to apply and have all their slots and table games certified with approval to proceed with their marketing campaign.

Developments in Online Gambling Advertisements

This is only the latest move from Google regarding a more liberal approach towards online gambling ads.

Their first move came about around June when the tech giant announced their US Sports Betting Beta Program. It is considered a response to the groundbreaking decision made by the US Supreme Court back in May 2018.

With sports betting becoming a legal activity on a federal level, Google loosened its policy to allow New Jersey online sportsbooks some advertisement opportunities.

Nevada and West Virginia came afterward, and by October, Indiana, Iowa, Rhode Island, Montana, and Pennsylvania were also included in the program.

Thanks to this initial move, sports betting operators in the respective states were able to promote their products to the target pool. Google imposed a line of requirements to qualify that have been applicable since the first state –New Jersey– entered the beta program:

• Holding a license with the New Jersey Division of Gaming Enforcement.

• Restricting promos to sports betting initially (no online casino or poker.

• All promoted websites being a part of the Google network sites.

What’s to Come for US Online Gambling?

Operators will be able to get more traffic by reaching a wider audience, while players will get further diversity and better gameplay options.

This raises the question of how the industry as a whole will be affected. Especially considering that US legal online gambling still facing two major challenges – scarce content and less generous betting odds. What’s to come is yet to be seen.