Google updates policy: DFS and lottery courier ads now allowed

Christine Denosta July 3, 2024

On 1 July 2024, Google made an important announcement regarding changes to its Google Ads Gambling and Games Policy, which are scheduled to come into effect on 15 July 2024.

DFS ads

One of the major changes in the update is the approval of Daily Fantasy Sports (DFS) ads in 17 additional US states. Google has given the green light for DFS ads to run and operate in Alaska, California, Florida, Georgia, Kentucky, Minnesota, Nebraska, New Mexico, North Carolina, North Dakota, Oklahoma, Rhode Island, South Dakota, Utah, West Virginia, Wisconsin, and Wyoming.

Operators who wish to run DFS ads in a state that doesn’t mandate a licence must possess a licence from another state. Additionally, before running their DFS advertisements, advertising operators must obtain certification from Google.

Lottery-courier ads

In a separate announcement on the same day, Google confirmed it will expand its advertising policy to allow lottery-courier ads in 34 states. These newly added states include 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. This expansion offers advertisers and lottery-courier services more opportunities to reach potential customers across a wider geographic area.

Operators of lottery-courier services advertising on Google must meet specific requirements similar to those for Daily Fantasy Sports (DFS) advertisements. If a state does not require a licence for lottery-courier ads, operators must hold a licence from another state to run ads there.

Google’s recent update changes how it handles advertising for gambling and games, now allowing operators in multiple states new opportunities.

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