Google Updates Policy To Allow DFS And Lottery Ads In Multiple U.S. States

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According to a July 2024 update on Google’s gambling and gaming policies, Google will revise its Google advertising policies for everyday fantasy sports (DFS) operators and lottery drivers starting July 15, allowing ads to run in various states in the United States.

These policy changes represent a significant development that will allow everyday fantasy sports and lottery operators to expand their marketing activities through key search engines. The updated policy will allow them to run in states where such ads were not previously allowed.

For everyday fantasy sports operators, the change will affect states like California, Georgia, and Utah, where online sports betting is currently prohibited. In addition to these states, other regions have also received approval to launch DFS ads, including Alaska, Florida, Kentucky, Minnesota, Nebraska, New Mexico, North Carolina, North Dakota, Oklahoma, Rhode Island, South Dakota, West Virginia, Wisconsin, and Wyoming.

Not just everyday fantasy sports

The policy revision does not only benefit DFS operators. Lottery couriers in 33 states, along with Washington, DC, will now be able to advertise through Google. However, there is an exception: States like Alabama, Alaska, California, Connecticut, Delaware, Georgia, and Florida will not allow lottery delivery ads through Google.

Indiana, Michigan, Mississippi, Nevada, New Hampshire and Utah are among those who will benefit from the change. The effective date of lottery courier advertising coincides with the DFS policy update starting July 15.

A key requirement of the new policy is that advertisers targeting states that do not require a license must hold a license in at least one state where the license is mandatory. The rule applies equally to both lottery couriers and DFS operators, ensuring compliance with standard regulations across the board. 프라그마틱 슬롯 사이트

The policy update follows a previous revision in December 2023 that Google allowed state-licensed lottery couriers in Arkansas, Montana, New Jersey and New York to advertise. In August 2023, licensed U.S. operators in at least five states were also eligible to run national sports betting ads on YouTube. However, such ads should avoid targeting users under the age of 21 and include relevant auxiliary information prominently displayed on landing pages or advertising content, with warnings about the risk of addictive and compulsive gambling.

Google’s ongoing adjustment to its advertising policy reflects a broader trend toward greater acceptance and regulation of gambling-related advertising. These changes offer new opportunities for everyday fantasy sports and lottery operators to reach potential customers, strengthening their marketing strategies in an increasingly competitive market.