Google updates gambling ads policy ahead of Ontario launch

Google has updated its rules ahead of the launch of Ontario’s legal online gambling market on April 4,

Canada.- Google has announced an update to its advertising policy to include ads from regulated sports betting operators in Ontario ahead of launch of the province’s online gambling market on April 4. The policy change will allow operators to run adverts for online sports betting, online casino and daily fantasy sports.

In order to qualify for Google ads, sports betting operators in Ontario must first be certified by the Internet company in a process that will require them to present their gambling licences. iGaming Ontario, a subsidiary of the Alcohol and Gaming Commission of Ontario (AGCO), manages licensing and internet gaming provided by private gaming companies.

A number of operators have secured licences ahead of the opening scheduled for next week, including PointsBet, theScore, 888, bet365, FanDuel, and BetMGM.

The new rules will provide regulated operators with the edge over the black market as Google prohibits advertisements from grey-market firms to limit their impact on the regulated market by stealing market share.

Regulated operators will have to follow advertising rules from the AGCO, which forbids them from advertising inducements, bonuses, or credits to players. Operators must also provide players with self-exclusion tools accessible via their websites.

On its Advertising Policies page, Google states: “We support responsible gambling advertising and abide by local gambling laws and industry standards, so we don’t allow certain kinds of gambling-related advertising. Gambling-related ads are allowed if they comply with the policies below and the advertiser has received the proper Google Ads certification.  

“Gambling ads must target approved countries, have a landing page that displays information about responsible gambling, and never target minors.”