Google eases ad personalization rules for social casino apps

Google will allow social casino game advertisers to use personalized targeting, relaxing restrictions previously applied to gambling-related ads. The update to Google’s Personalized Ads policy will take effect on December 4, 2024, with full advertiser access expected by March 2025.

The policy shift marks a significant change for social casino apps, which simulate casino games such as poker, slots, and roulette without offering real-money prizes. These apps will now be able to leverage more sophisticated targeting strategies to reach their audiences, an option previously restricted under Google’s “Gambling” sensitive interest category. Ads promoting actual gambling activities will remain prohibited from personalized targeting.

“The gambling sensitive interest category will be updated to prohibit personalization for, ‘Gambling, including online and offline gambling; online gambling-related information; online non-casino games played for money or prizes; and online casino-based games, regardless of whether money is exchanged, unless you are using Google App campaigns to promote a social casino gaming app to app users,’” according to Google.

The policy change will allow to leverage more personalized ad targeting for social casino game apps, potentially improving performance and user acquisition. Industry experts suggest that this move could increase engagement and boost advertising returns for social casino developers.

Despite the shift, Google is retaining a strict approach to violations, ensuring that any breach of the new ad rules will prompt a warning prior to account suspension. “Violations of the Personalized Ads policy will not lead to immediate account suspension without prior warning. A warning will be issued, at least seven days, prior to any suspension of your account,” Google stated.

Google has not provided an official rationale for the change, leading to speculation over its intentions amid growing flexibility in gambling-related advertising. Earlier this year, the tech giant permitted daily fantasy sports and lottery courier ads in more than 30 states across the U.S., signaling a trend toward expanding advertising opportunities within regulated boundaries.

The move also aligns with an industry shift to differentiate social casinos from traditional gambling, as these apps avoid cash payouts and generally provide free-to-play options. To comply with the policy, social casino advertisers must meet 10 requirements, including avoiding ads targeting minors, adhering to geographic limits, and maintaining responsible gambling messaging.