Recently, Apple announced a number of significant restrictions to non-native gambling apps on its App Store and now Google is following in the same footprint by pushing ahead with an update to its Google Ads policy. The behemoth tech corporation will now allow sports betting companies in New Jersey to advertise using the Google Ads tool which is arguably the most powerful and the most popular online advertisement engine on the planet.
This decision is a complete reversal of a previous decision by the company to narrow down the presence of gaming apps in the Google Play Store, a move that purged thousands of apps and websites. As such, it is not surprising that a number of high-level gaming executives especially in New Jersey have welcomed the decision. For instance, according to Yaniv Sherman, an 888 executive, the new Google Ads policy update would enable the company to have “a competitive edge, and it broadens the marketing pie for us to choose from.”
For New Jersey, and possibly the rest of the world, the new version of the Google Ads policy opens the market to a powerful advertising platform that is certainly going to be very effective in helping its users to differentiate between regulated-market operators and unlicensed sites targeting users from other parts of the world.
“The Google Ads policy on Gambling and games will change in June 2019 to allow state-licensed gambling entities to promote sports betting content in New Jersey, as part of a limited beta. After the update, advertisers who wish to promote online sports betting content in New Jersey must submit a gambling certification request through the updated policy page,” reads a section of the update.
There are a number of significant changes that the new policy has come with – there are a number of tentative steps towards allowing online gambling businesses to advertise their offers. Some of the most notable ones include the requirements that any business that wants to advertise should hold a license from the New Jersey Division of Gaming Enforcement (NJDGE). Also, for now, only sports betting is allowed – online poker and casino games are still prohibited. Moreover, all of the websites will need to be part of the Google networks sites so that the ads can reach the intended end consumers.
Advancing Responsible Gambling
While Google has been known to only respond to local legislation and its own integrity when it comes to online gambling and sports betting, the rapid growth of sports betting since the abolishment of PASPA in May 2018 has seen the company make changes to take advantage of the opportunity in a bid to capture some ad revenue.
Still, the company will be just as proactive when it comes to responsible gambling practices. In New Jersey, for instance, the sports betting operators will not be allowed to encourage or permit underage people (under 21) to gambling.
