for early access to the latest igaming videos!
and get the latest igaming news first!
Google will be implementing certain important changes to its Gambling and Games advertising policy from April 14. The new rules bring in more stringent definitions, stronger country-specific restrictions, and broader certification requirements for gambling-related advertisers. Here’s a rundown of what’s changing and how it might affect the industry.
More Clearly Defined Gambling-Related Content
One of the major changes to Google’s policy is a more clearly defined version of what “gambling” and “gambling-related content” really means. The new policy considers that websites which link directly to a gambling platform or assist gambling services will fall under Google’s definition of gambling promotion.
This would mean that affiliate and aggregator sites are only allowed to inform about or compare licensed gambling services, nothing more. Where these sites go beyond this, they will fall under Google’s advertising policy restrictions.
Expansion of Country-Specific Restrictions
The previous Google policy simply referred to “country restrictions” without explaining them. The new set of guidelines will clearly enumerate the countries where gambling ads are not allowed outright.
For instance, countries like Bulgaria, China, and Egypt will still feature on the list of states where gambling adverts are completely prohibited. This move gives advertisers a clearer platform on where their content can be advertised.
Social Casino Games Have More Regulations
Google also continues to tighten its policy on social casino games, making them more compliant with the laws of the region. The updated policy clearly specifies the certification requirements for advertising of social casino games and where it is allowed.
A line has been drawn between “online non-casino games” and regular gambling. This edit has given a better understanding of how skill-based games should be treated, as most of these games fall into gray areas regarding gambling laws. If a skill-based game falls within the legal definition of gambling in a particular country, then the advertiser must follow all the restrictions for gambling and obtain the relevant certification from Google.
Stricter Regulation on Mahjong and Casino-Style Games
Currently, the policy strictly prohibits any advertisement of Mahjong games having stakes around Asia-Pacific. Whereas earlier, prior to this change, Google was not regulating mahjong gambling beneath its advertising guidelines, this recent update now is going to give a formal halt to the paid versions.
Additionally, the definition of online gambling was extended to include games often associated with casinos, even when virtual currencies or in-game items worth real money are used. This shift seeks to close up loopholes within gambling-related advertising and ensure that even simulated experiences in casino style fall under regulation.
Strengthened Requirements on Licensing and Compliance
Google is also paying more heed towards compliance with licensing. Advertisers have to let Google know regarding the revocation, suspension, or termination of their gambling licences. Trying to run gambling ads without valid proof would result in a probable suspension of the account.
Although Google required appropriate licences from the advertisers regarding gambling earlier, too, this update implies that there should be proactive compliance. Advertisers need to keep their status regarding licensing updated so that they don’t invite penalties.
Stricter Implementation for the Social Casino Advertising
Social casino games, which do not award prizes in real money but only simulate gambling, are coming under new policy particularly intense scrutiny.
Social casino game advertisers will have to look for Google Ads certification, keep separate accounts if they advertise real-money gambling, and not be permitted to run real-money gambling ads within the social casino platforms or websites.
Violations will be treated by Google as “egregious,” which are immediate and permanent account suspensions. This signals a much-higher degree of enforcement than thus far and underlines that non-compliance with this category’s policies is very likely to come under a zero-tolerance policy.
Similar enforcements can take place in areas of severe or repeated violations relating to other types of gambling advertising, reinforcing that advertisers should heed the new requirements.
These changes reflect Google’s commitment to better policing the advertising of gambling. Refined definitions, increased restrictions in more countries, and better enforcement will go hand in hand with assuring that proper compliance is maintained and unauthorized gambling promotions do not slip through. Advertisers in this space must familiarize themselves with the new guidelines to avoid disruptions and maintain their ability to advertise on Google’s platform.
Source: Next.io
