Google Updates Policy on Gambling and Games

Introduction to Google’s Updated Advertising Policy

Google has introduced significant updates to its advertising policy for gambling and games, aiming to provide a safer and more regulated environment for both advertisers and users. These changes reflect a stricter stance on what constitutes gambling-promoting content and introduces country-specific requirements that advertisers must adhere to.

Stricter Definitions and Country-Specific Requirements

At the heart of these updates are stricter definitions of gambling-promoting content. Any material that directly links to online gambling or facilitates such services will be labeled as promoting gambling. Furthermore, Google’s policy now includes country-specific requirements, explicitly naming countries where offline gambling ads are banned, such as Bulgaria, China, and Egypt. This move is particularly significant for social casino games, with regions being specified where a separate certification application is required to lawfully run these ads.

Prohibitions on Mahjong Activities

A notable prohibition introduced in the updated policy concerns Mahjong activities involving money in the Asia-Pacific region. This prohibition signifies Google’s broader effort to cover games traditionally associated with casinos, even when virtual currencies or items of real-world value are used. The distinction between online gambling and other types of games is becoming increasingly nuanced.

Licensing and Certification

Advertisers must now ensure they have valid licenses and registrations in place. The absence of valid documentation can lead to account suspension, underscoring the importance of compliance with these new regulations. This requirement, though not entirely new, is being more explicitly highlighted as a critical component of Google’s advertising policy.

Social Casino Games and Real-Money Gambling

The updated policy places significant emphasis on social casino games, mandating that advertisers obtain certification and maintain separate accounts if they also engage in real-money gambling promotions. Critically, real-money gambling ads within social casino games or their associated websites are strictly forbidden. The consequences for breaching these regulations can be severe, with Google categorizing such breaches as “egregious” and potentially leading to immediate account suspensions.

New Section on Online Non-Casino Games

To offer clarity, a new section has been introduced distinguishing between general online non-casino games and conventional gambling. This distinction is vital for advertisers seeking to understand when special certifications may be necessary. It underscores Google’s effort to categorize and regulate different types of online gaming content distinct from traditional casino activities.

Practical Advice for Advertisers

To navigate these changes effectively, advertisers should:

• Review their licensing and ensure it is current.
• Obtain the necessary certifications based on the specific gambling category and target regions.
• Manage their target countries carefully, avoiding disallowed regions.
• Stay vigilant about policy requirements to avoid inadvertently promoting restricted activities.

By understanding and adapting to these updated policies, advertisers can ensure compliance with Google’s regulations, maintaining a responsible and compliant advertising presence.