Google, the largest internet search provider in the US, has updated its advertising policies to permit daily fantasy sports (DFS) operators and lottery courier services to run ads across more than 30 states and Washington, DC.
Advertisers with gaming licenses in one of about 40 countries, including the US, can now run DFS and internet lottery (iLottery) ads on Google. Other countries on this list include Brazil, Canada, France, Germany, South Korea, Sweden, and the UK.
Google Enhances Efficiency for Gaming Ads
Google’s approval of DFS and lottery courier ads in select states streamlines the company’s previously cumbersome requirements for wagering-related ads while maintaining relevant guidelines and regulations.
This move reflects Google’s pragmatic approach to permitting wagering-related content in its search results and app store. The company was previously slow to approve online sports betting and iGaming ads with broad reach.
To run ads with Google, gaming companies must meet ten requirements, including various state and geographic criteria, not targeting ads to minors, excluding related apps from Google’s Designed for Families program, and displaying information about responsible gambling.
Google’s Lottery Courier Standards
Google’s regulations for lottery courier services, such as Lotto.com, The Lotter, and JackPocket, are significant because only New York and New Jersey license and regulate these companies.
For instance, the California Lottery recently stated it would not pay jackpots won on tickets purchased through these apps. California, along with Hawaii and Utah—states that permit no forms of wagering—are not on the list where Google allows lottery courier ads.
Despite these exclusions, the broad reach of states permitting lottery courier ads on Google is a positive development for this emerging industry.
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