Google to allow ads for lottery couriers and fantasy sports in multiple US states

Google will allow advertising for lottery courier services and daily fantasy sports (DFS) across numerous U.S. states beginning July 15, 2024. This change marks a major shift in Google's approach to its Gambling and games policy, opening new opportunities for these industries to reach potential customers through its extensive ad network.

Under the updated policy, lottery courier services will be allowed to place ads in 34 states, namely Arizona, Arkansas, Colorado, District of Columbia, Idaho, Illinois, Iowa, Kansas, Kentucky, Louisiana, Maine, Maryland, Massachusetts, Minnesota, Missouri, Montana, Nebraska, New Jersey, New Mexico, New York, North Carolina, North Dakota, Ohio, Oklahoma, Oregon, Pennsylvania, Rhode Island, South Carolina, South Dakota, Tennessee, Texas, Vermont, West Virginia, and Wyoming.

On fantasy sports, Google posted an update noting that it will begin to accept and run ads for Daily Fantasy Sports operators in 17 states: Alaska, California, Florida, Georgia, Kentucky, Minnesota, Nebraska, New Mexico, North Carolina, North Dakota, Oklahoma, Rhode Island, South Dakota, Utah, West Virginia, Wisconsin and Wyoming."

A key provision of this policy requires that advertisers targeting states where licensing is not mandatory must be licensed in at least one state that has such requirements. This ensures that only certified operators can utilize Google’s platform for their advertising needs.

Previously, Google only allowed ads for government-operated lotteries and horse racing events within specific jurisdictions. The inclusion of DFS and lottery couriers significantly expands the range of advertisement opportunities available through Google.

However, advertisers will need to meet stringent requirements, including avoiding targeting minors, complying with state laws, and displaying responsible gaming information. Plus, any gambling-related apps promoted through these ads must not be part of Google’s Designed for Families program.

The policy update comes as both industries experience rapid growth in the U.S. DFS, which has struggled with strict advertising laws, will now find it easier to reach its target audience. The move also benefits lottery couriers, a vertical seeing plenty of activity in terms of partnerships and acquisitions, such as DraftKings’ recent $750 million purchase of Jackpocket and Jackpot.com's deal with the Associated Press

Interested advertisers will have to apply for certification through Google to ensure compliance with the updated guidelines. Google will update its Gambling and games policy page on July 15, 2024, to reflect the changes and provide clear information for advertisers and consumers alike.