On April 14, Google will update its Gambling and Games policy, with the internet giant expanding a number of definitions and revising country-specific guidelines
Focusing on the updated policy, it would bring changes to the promotion of offline gambling. The existing rules permit “Promotion of physical, real-money gambling activity or establishments.” However, the updated policy adds the word “legal”, meaning that only legal physical, real-world gambling activity or establishments would be advertised.
As per the new guidelines, Google will categorise any content that provides direct links to online gambling or promoting online gaming services as “gambling promoting”.
The software giant, in its updated policy, also listed a number of countries such as Singapore, Turkey, Italy, Bulgaria and China, among others, where the promotion of offline gambling is prohibited.
New policy expands definitions on online gambling
When it comes to the promotion of online gambling, Google’s new policies which are expected to come into effect in April, expand the definitions about the activity and the promotion of what content is permitted. Besides the advertising of online gambling, the promotion of online gambling-promoting content such as “aggregator or affiliate sites that provide information about, or a comparison of, other gambling services,” is also permitted.
Focusing on the promotion of online gambling that isn’t permitted, Google’s new policy reads: “Promotion of online gambling promoting content other than aggregator or affiliate sites that provide information about, or a comparison of, other gambling services is not allowed.” In addition, the internet giant added a particular section in its online gambling promotion policy that confirmed the “promotion of Mahjong involving the exchange of money” for the Asia-Pacific region is not permitted.
Google reiterated that in order to promote online gambling, advertisers must maintain their registration, authorization and license, among other requirements that make them suitable as certified advertisers. Companies that undergo changes to their licensing must immediately contact the internet giant to notify them. The promotion of gambling advertisements without certification may ultimately result in a prohibition or account suspension.
