Google has announced a significant change to its Gambling and games policy, specifically targeting the Greek market. This update, set to take effect on September 30, 2024, marks a shift in Google's approach to gambling-related advertising in Greece.
Key Points of the Policy Update:
Affiliate Advertising: Google will begin accepting and running ads from affiliates who have obtained an eligibility permit from the Hellenic Gaming Commission.
Certification Requirement: Advertisers must apply for and receive certification from Google to run gambling-related ads under this new policy.
Implementation Date: The updated policy will go into effect on September 30, 2024.
Policy Page Update: Google will update its Gambling and games policy page to reflect these changes when the policy becomes active.
Impact on Advertisers:
This policy change opens new opportunities for gambling affiliates in Greece who have been previously restricted from advertising on Google's platform. It allows them to reach potential customers through Google Ads, provided they meet the regulatory requirements set by the Hellenic Gaming Commission.
Compliance and Regulation:
The update aligns Google's advertising policies more closely with Greek regulations on gambling advertising. By requiring advertisers to obtain permits from the Hellenic Gaming Commission, Google is ensuring compliance with local laws and regulations.
Next Steps for Advertisers:
Obtain Eligibility Permit: Interested advertisers should secure the necessary permit from the Hellenic Gaming Commission.
Apply for Google Certification: Once the permit is obtained, advertisers need to apply for certification with Google Ads.
Prepare Ad Campaigns: Affiliates should start preparing their ad campaigns in anticipation of the policy change.
Stay Informed: Advertisers should monitor Google's Gambling and games policy page for the official update and any additional guidelines.
Broader Context:
This update reflects Google's ongoing efforts to adapt its advertising policies to different regulatory environments across the globe. It also demonstrates the company's commitment to working within legal frameworks while expanding advertising opportunities in specific markets.
As the online gambling landscape continues to evolve, particularly in Europe, this policy change could signal potential shifts in Google's approach to gambling advertising in other markets as well.
Advertisers in the gambling and gaming sector should view this as an opportunity to reassess their digital marketing strategies, especially those targeting the Greek market.
