Google to update U.S. gambling and games advertising policy on December 12

Google Ads is primed for a significant update in its approach to gambling and games advertising in the United States, set to take effect on December 12, 2023.

This change will notably impact advertising dynamics in several states, including Arkansas, Montana, New Jersey, and New York. In a major shift, Google will now allow and facilitate ads for lottery couriers within these states, in addition to sports betting ads from state-approved entities in Vermont.

This transformation comes with stringent regulations to ensure compliance and responsible gambling practices. Advertisers keen on running gambling ads are required to undergo a thorough application process, securing approval from Google. Additionally, they must adhere strictly to the outlined policies and present landing pages that prominently feature responsible gambling information.

All creative content associated with gambling and games must align with Google's Authorized Buyers Gambling and Games policy, in addition to local regulations and industry standards. 

While Google's updated policy opens doors for new gambling-related advertisements, it seeks to place a significant emphasis on responsible advertising practices. A crucial directive involves the strict prohibition of targeting minors, specifically those under the age of 21.