Google has announced a significant update to its Google Ads Gambling and games policy for the United Kingdom, set to take effect on October 15, 2024. This change expands the scope of allowable gambling-related advertisements in the UK market.
Key Points of the Google Ads Policy Update:
Inclusion of Charitable Raffles:
- Google will now accept ads from operators of raffles, free draws, or prize draws.
- Operators must be registered with the UK Fundraising Regulator or the Scottish Charity Register.
Existing Allowances Maintained:
- The policy continues to allow ads for online bingo, sports betting, online casino games, and lotteries.
- Advertisers must be registered with the Gambling Commission and provide a valid operating licence number.
Gambling-Related Products:
- Ads for gambling-related promotional products, educational materials, and information remain allowed with limitations.
Certification Requirement:
- All advertisers in these categories must be certified with Google.
Northern Ireland Exception:
- Online gambling content remains prohibited in Northern Ireland, except for UK State-owned or government-licensed lotteries.
Implementation Date:
- The updated policy will go into effect on October 15, 2024.
This policy update reflects Google's evolving approach to gambling-related advertising in the UK, particularly in recognizing the role of charitable organizations. It potentially opens up new advertising opportunities for registered charities while maintaining strict regulations on gambling advertisements.
Advertisers in the gambling and charitable sectors should review the updated policy carefully and ensure they meet all certification requirements before the implementation date. This change could significantly impact the visibility of charitable raffles and draws in Google Ads within the UK market.
