Google Ads is updating its betting and gaming policy in specific US countries.
Starting February 8th, Google will begin accepting and serving sports betting ads from certified and state-licensed entities with certificates of compliance in North Carolina.
You must apply for certification to be eligible to promote these ads.
Why we care. Advertisers who want to run sports betting ads should apply for certification, without it, it will not be possible to promote their campaigns.
When to apply. As of now, advertisers wishing to promote online gambling content in North Carolina can apply for certification.
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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deep dive Read Google’s announcement in full for more information.
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