Google Ads will update its approach to gambling advertising in the United States on Tuesday, allowing certain operators to run gambling ads in states where online gaming is legal.
Most notably, operators in Vermont will be able to launch sports betting commercials through Google Ads. Any operators licensed by the Vermont Department of Liquor and Lottery must apply for additional licensing from Google before receiving approval to run advertising campaigns.
Google will have different requirements for commercial operators, state-run platforms and social-casino operators. All commercials must follow strict policies enforced by Google to comply with responsible-gambling practices. For example, Google will not allow commercials to target those younger than 21. Advertising must follow Google’s Authorized Buyers Gambling and Games policy.
In addition to sports-betting advertisements in Vermont, lottery operators licensed in Arkansas, Montana, New Jersey and New York will be permitted to run advertising campaigns through Google Ads, subject to the same regulations as sports betting commercials in Vermont.
In previous years, Google had a blanket ban on online gambling advertising in the United States, which was removed in 2019. Its position has changed toward a more state-specific approach to reflect the different regulatory landscapes across the country.
For example, Google Ads stopped supporting sports betting advertising in Florida in 2021 after legal action against the launch of Hard Rock Bets. The company also allowed casino apps to be posted on the Google Play Store in 2021.
