Google is rolling out updates to its Gambling and Games advertising policy starting April 14. If you’re running ads related to gambling, social casino games, or skill-based games, here’s what you need to know in simple terms.
1. Clearer Definitions of Gambling Content
Google has tightened the way it defines “gambling” and “gambling-promoting content.”
- What’s New?
- Any content linking directly to gambling sites or helping in gambling activities will now be flagged as gambling-related.
- Affiliate or aggregator websites can only provide information or comparisons about authorized gambling services. Going beyond this can lead to restrictions.
2. Country-Specific Rules
The updated policy lists specific countries where gambling ads are banned or allowed.
- Key Changes:
- Countries like Bulgaria, China, and Egypt now have a clear ban on offline gambling ads.
- Rules for social casino games vary by region. Some areas need separate certification to run these ads, with more nuanced eligibility requirements depending on local regulations.
3. Mahjong & Casino-Like Games
Google now mentions Mahjong directly.
- Important Update:
- Ads promoting Mahjong games involving money are banned in the Asia-Pacific region.
- Games that resemble traditional casino games, even if they use virtual currency or items with real-world value, are considered part of “online gambling.”
4. Licensing & Certification
If you’re advertising gambling-related content:
- You Must:
- Keep your licenses valid.
- Inform Google if your license is suspended, revoked, or terminated.
- Ads without proper documentation can get your account suspended.
5. Stricter Rules for Social Casino Games
Social casino games mimic gambling but don’t offer real money prizes.
- What’s Changed?
- Advertisers need special certification, and the process has detailed documentation requirements.
- If you promote real-money gambling along with social casino games, use separate accounts.
- Running real-money gambling ads on social casino sites is strictly prohibited.
6. Policy Violations Are Serious
Breaking these rules can lead to immediate and permanent account suspensions, especially for social casino game violations.
- Severe or repeated violations in other areas can also get your account suspended.
7. New Category: Online Non-Casino Games
Google has added a new section for skill-based games.
- Key Points:
- If a skill-based game is considered gambling under local laws, you must follow gambling ad rules.
- Special certifications might be needed depending on the region, with updated guidelines on eligibility.
What Advertisers Should Do Now
To stay compliant:
- Review Your Licenses: Make sure they are current and updated with Google.
- Get Certified: Apply for the right certifications for your gambling-related ads, following the updated documentation process.
- Check Target Regions: Ensure you’re not targeting countries where gambling ads are banned.
- Stay Updated: Regularly review Google’s policy updates to avoid violations.
Final Thoughts
These changes go live on April 14. If you’re in the gambling ads space, review your campaigns, update certifications, and ensure compliance to avoid account issues.
For more details, check Google’s official Help Center and always stay updated with local laws.