Under the new rules, DFS operators can place ads in Alaska as well as 16 other states: California, Florida, Georgia, Kentucky, Minnesota, Nebraska, New Mexico, North Carolina, North Dakota, Oklahoma, Rhode Island, South Dakota, Utah, West Virginia and Wisconsin. The policy also permits lottery courier services to advertise in 34 states.
One of the provisions within this policy requires that advertisers who target a state where licensing is not needed must themselves be licensed by at least one state that does have such requirements. Thus, only certified operators may utilize Google’s platform for their advertising needs.
With the inclusion of DFS and lottery couriers, there is a significant expansion into different areas for advertisement opportunities provided by Google. Advertisers will have more options now than ever before which should lead to increased visibility among users that are interested in these types of promotions being offered.
Notably, advertisers need to meet stringent requirements like avoiding targeting minors, following state law requirements around compliance as well as making sure responsible gaming information is displayed.
Furthermore, any gambling-related apps promoted through such ads must not be part of Google’s Designed for Families program. The company wants there to be a clear differentiation between general versus adult-targeted content when advertising online games.
Advertisers looking to take advantage of this new policy must apply for certification through Google to ensure compliance with the updated guidelines. The company has assured that it will update the Gambling and Games policy page on July 15, 2024, to reflect these changes, providing clear and accessible information for advertisers and consumers alike.
Source: GMB / Gambling News
