Google Ads is updating its betting and gaming policy for specific countries in the US.
Starting December 12, Google announced that it will begin accepting and serving ads from:
Sports betting of state-approved entities in Vermont.
Lottery brokers (which must provide a state license) in Arkansas, Montana, New Jersey and New York.
You must apply for certification to be eligible to promote these ads.
Why we care. Advertisers who want to run these sports betting ads or lottery messaging ads should apply for certification now to be ready to start advertising soon.
Certification To get certified, follow these steps if you meet Google policy and country-specific requirements:
Private licensed operators: If you are based in one of the countries where Google allows online gambling content, please fill in the online gambling application form in the Google Ads Help Center. Providing all requested information will help avoid delays.
State entities: If you operate in one of the countries where Google only allows state entities, use this form. When filling out the form: in “Problem Summary”: Please note that you are applying for certification to advertise as a state betting entity and provide your website URL. Under “Campaign name and ad group name”: Enter N/A if you haven’t set up a campaign or ad group.
Social casino game operators: Use this form to submit your website or app URL, Google Ads customer ID, and the country group you’re targeting.
You must submit a separate application form for each country you wish to target.
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About the author
Nicola Agius is Search Engine Land’s paid media editor after joining in 2023. She covers paid search, paid social, retail networks and more. Prior to that, she was Director of SEO at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for various websites. He has more than 15 years of experience in journalism and previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). He has also partnered with SEO agency Blue Array to co-author the Amazon best-selling book Mastering In-House SEO.
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