What You Should Know Before Running Gambling Ads on Google

Bojana Grozdanic 3 months ago
What You Should Know Before Running Gambling Ads on Google

Google has recently updated its policies on gambling ads, which is a category known for its complexity. Running these ads now requires even closer adherence to Google’s specific guidelines. These changes underscore the need for marketers to stay informed and compliant to make the most of Google’s advertising platform while following its rules. Let’s see what these updates mean for your gambling marketing strategies.

Marketers should be aware of the required certification and nuances in Google’s gambling ad policies to promote specific platforms successfully. Let’s go into more detail for a better understanding.

Land-Based vs. Online Gambling Google Ads

Google differentiates between ads for physical casinos and online gambling platforms, with each subject to its own set of regulations:

Land-Based CasinosOnline Casinos
Google ads can promote a Las Vegas casino or a poker tournament, but they must align with the legalities of the area they’re targeting and the advertiser needs to obtain a valid ads certificate from Google. If you’re advertising a casino in a region where gambling is restricted, your ad won’t see the light of day on Google.Google demands evidence that you’re a legitimate operator, complying with the laws of the country or region where your ad will run. A Google gambling ads certificate is required for all online betting sites, casinos, lotteries, scratch cards, bingo, and slot platforms. Even sportsbook and casino bonuses and promotions (like bonus codes or tips) need this certification.

Obtaining Gambling Ads Certification

Google requires advertisers of gambling-related content to obtain certification that involves specific documentation proving legitimacy and compliance. This certification demonstrates compliance with Google’s advertising policies and local gambling laws. It varies based on the type of gambling activity and the geographical target area:

  • Privately-licensed operators: In countries where online gambling is allowed, fill out the online gambling application in the Google Ads Help Center and provide the necessary information to meet Google’s standards.
  • State-run entities: In areas allowing only state-run gambling, complete a dedicated form that details your entity’s operations and provide your website URL.
  • Social casino games: Submit your application with details like website URL or app, Google Ads customer ID, and target country. A separate application is needed for each targeted country.

Special Considerations for Different Gambling Formats

Google has different ad policies for NFT gambling, social casino games, and sports betting sites, so let’s examine that:

NFT Gambling

NFTs are new in digital advertising, but Google has set clear boundaries. You can advertise NFT games that offer in-game purchases like virtual apparel and other items, but if your game involves real value betting or casino-style mechanics with NFTs as prizes, it’s a no-go.

Social Casino Games

Yes, you can advertise social casino games, but you need to walk a fine line. These ads must never target minors or suggest that there’s real money to be won. The games can emulate a casino experience but can’t involve actual gambling.

Sports Betting Platforms

Advertising sports gambling is heavily influenced by regional rules. If you take the US as an example, you can only advertise if you’re a state-approved entity. This means your sports betting services must be legally recognized in the state you’re targeting.

The Cost of Getting It Wrong

If your ads repeatedly violate these policies, Google will not only reject your current ads but may also suspend your account. Such a suspension means a full stop to any ongoing and future advertising efforts on Google.

Moreover, this isn’t just limited to your existing account. Any new accounts you try to create will be automatically suspended. This kind of setback can jeopardize your online presence and tarnish your brand and credibility.

Tips to Consider When Creating Google Ads

You have to have a keen eye for detail and a deep understanding of the dos and don’ts to manage gambling ads smoothly. Here are some specifics to keep in mind:

Don’t Skirt Around Local Laws

Put simply, if online casino platforms or games don’t mesh with the gambling laws of the area you’re targeting, don’t advertise them. Google closely monitors legal compliance, so align your ads accordingly. If they follow local laws, they stand a good chance of being approved.

Get Certified

Before creating gambling ads, Google Ads certification is a must-have. It’s your entry ticket to the gambling ad space on Google, as it confirms that you understand and comply with Google’s specific rules.

Be Transparent About What You’re Promoting

Your ad should not contain any misleading information. Also, be crystal clear about your connection with the casino you’re promoting. Ambiguity or glossing over details will raise red flags with Google. If you’re showcasing specific types of games, make sure your ad reflects that.

Avoid an Unauthorized Use of Trademarked Terms

If you use these terms without explicit authorization, you’re essentially infringing on someone else’s intellectual property, which is a clear violation in Google’s eyes. The consequence? Google can immediately reject your ad. To avoid this, either obtain direct permission to use trademarked terms or opt for safer, non-trademarked language in your ads.

Don’t Forget to Display Responsible Gambling Practices

Your landing page should be a beacon of responsible gambling practices. Include clear information about age limits, the risks of addictive gambling, and where to seek help. Google takes a hard stance on any oversight in this area.

Transforming Challenges into Opportunities with Google Ads

Venturing into Google’s gambling ads can be a smart marketing move, but it’s not without its challenges. The upside? Access to a massive audience and the potential for significant returns. The catch? You need to navigate a minefield of strict rules and regulations.

Get it right, and you tap into a goldmine. Get it wrong, and you could face penalties. If you’re up to speed with Google’s policies and ready to play by the rules, then yes, this could be a lucrative channel for you. But tread carefully; this game involves thorough preparation.

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