Google has announced an update to its advertising policies, effective July 15, allowing ads for lottery couriers and daily fantasy sports (DFS) in multiple states across the U.S.
This change marks a significant development for the online gambling industry, providing new marketing opportunities for DFS and lottery operators.
Policy Overview
Starting this month, Google will revise its Google Ads policies for DFS operators and lottery couriers.
The update permits these ads to run in several U.S. regions under Google's July 2024 gambling policy guidelines.
This change enables DFS and lottery operators to expand their marketing efforts through prominent search engines, previously restricted in many states.
Impact on DFS Operators
For DFS operators, the policy change is particularly impactful.
States like California, Georgia, and Utah, where online sports betting is currently prohibited, will now allow DFS ads.
Additional states gaining approval include Alaska, Florida, Kentucky, Minnesota, Nebraska, New Mexico, North Carolina, North Dakota, Oklahoma, Rhode Island, South Dakota, West Virginia, Wisconsin, and Wyoming.
This expansion into new markets offers DFS operators significant growth potential and increased visibility.
Benefits for Lottery Couriers
The policy review also benefits lottery couriers. In 33 states and Washington DC, lottery couriers will now be able to advertise through Google.
However, there are exceptions: Alabama, Alaska, California, Connecticut, Delaware, Georgia, and Florida will not permit Google to advertise lottery couriers. States such as Indiana, Michigan, Mississippi, Nevada, New Hampshire, and Utah will benefit from this change, starting on the same effective date as the DFS policy update, July 15.
Regulatory Compliance
A key requirement of the new policy is that advertisers targeting states without a licensing requirement must possess a license in at least one state where such a license is mandatory.
This stipulation ensures standard regulatory compliance for both lottery couriers and DFS operators, maintaining ethical advertising practices across the industry.
Conclusion
Google's policy update is a substantial development for the online gambling sector, particularly for DFS and lottery operators.
By allowing these ads in previously restricted states, the new guidelines offer expanded marketing opportunities and the potential for significant industry growth.
This change not only benefits operators by increasing their reach but also ensures regulatory compliance, fostering a more robust and transparent online gambling environment.