Google, the world’s leading search engine, announced a policy update allowing social casino mobile apps more freedom in advertising. Beginning December 4, social casinos will be removed from Google’s sensitive wagering category, enabling operators to customize their ads on Google platforms.
This change allows social casino game advertisers more control over their marketing. Google has confirmed that by March 2025, all eligible advertisers will have access to this enhanced targeting functionality. Previously, social casino ads were restricted under Google’s “sensitive interest category,” which includes most gambling activities. This updated policy will now read that only traditional gambling—whether online or offline, games for money or prizes, and online casinos—is restricted unless promoting a social casino gaming app.
However, strict compliance is required. Licensed gaming operators can advertise on Google if they adhere to at least 10 standards, including jurisdictional compliance and responsible advertising protocols. Google has stated it will provide a seven-day warning before suspending any account that violates the updated policies.
Major players in the gaming industry, including Hard Rock Gaming, have ventured into the social casino sector over the past few years. In fact, U.S. users reportedly spent over $40 billion on social casino games in the last decade.
Google has also introduced further updates to its gambling advertising guidelines in 2024, especially concerning daily fantasy sports and lottery couriers. As of July 15, Google has accepted ads for DFS operators in 17 states and lottery couriers in 33 states and Washington, D.C., given they hold licensing in one U.S. state that requires it.
These latest changes underscore Google’s ongoing commitment to evolving and responsibly managing gambling and gaming-related advertising.
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