Zona de Azar USA – Google Ads to Revise Advertising Guidelines for Gambling in the United States

USA.- December 13th 2023 www.zonadeazar.com Google Ads is set to adjust its strategy for gambling advertising in the United States starting Tuesday, permitting specific operators to showcase gambling ads in states where online gaming is sanctioned.

A notable change includes the allowance for operators in Vermont to initiate sports betting commercials through Google Ads. However, operators must be licensed by the Vermont Department of Liquor and Lottery and undergo an additional licensing process with Google before gaining approval for their advertising endeavors.

Google will implement distinct criteria for commercial operators, state-run platforms, and social-casino operators. All advertisements must adhere to Google’s stringent policies, ensuring compliance with responsible gambling practices. For instance, commercials cannot target individuals under the age of 21 and must align with Google’s Authorized Buyers Gambling and Games policy.

Beyond sports-betting promotions in Vermont, lottery operators licensed in Arkansas, Montana, New Jersey, and New York will also have the green light to launch advertising campaigns via Google Ads, following the same regulations as Vermont’s sports betting commercials.

Previously, Google imposed a comprehensive ban on online gambling advertising in the United States, a restriction that was lifted in 2019. The company has since shifted its stance toward a more state-specific approach, recognizing the diverse regulatory landscapes across the country.

A notable instance of this approach was seen in 2021 when Google Ads ceased supporting sports betting advertising in Florida following legal action against the introduction of Hard Rock Bets. Moreover, in 2021, the company permitted casino apps to be featured on the Google Play Store, showcasing its evolving position in the realm of online gambling advertising.

Edited by: @MaiaDigital www.zonadeazar.com