Google, the world’s largest internet search provider, is making a significant change to its advertising policies by removing social casino mobile applications from its sensitive wagering category. This change, which takes effect on December 4, will allow operators of these apps to customize their advertisements.
The sensitive interest category on Google encompasses a range of traditional wagering forms, and advertisements within this category have not been eligible for customization. In an update to this policy, Google specified, “The gambling sensitive interest category will be updated to prohibit personalization for: ‘Gambling, including online and offline gambling; online gambling-related information; online non-casino games played for money or prizes; and online casino-based games, regardless of whether money is exchanged, unless you are using Google App campaigns to promote a social casino gaming app to app users.’”
For gaming companies to run ads on Google, they must adhere to ten specific requirements. These include meeting various state and geographic regulations, ensuring ads are not targeted at minors, excluding related apps from Google’s Designed for Families program, and providing information about responsible gambling.
Social casinos have distinctive features compared to traditional iGaming platforms. Most social casinos offer free-to-play options and do not provide real money rewards. However, some operators have faced regulatory issues for misleading customers with in-app purchases that appeared to convert digital tokens into real money. This has led to some customers feeling deceived, although these tokens are typically not redeemable for cash.
Despite marketing themselves as a more benign alternative to traditional gambling, social casinos must comply with Google’s ad policies. Google has been clear that violations of its Personalized Ads policy will not result in immediate account suspension. Instead, a warning will be issued at least seven days before any potential account suspension.
This warning is crucial for gaming companies because Google, along with Meta Platforms’ Facebook, represents one of the two largest internet advertising platforms.
Understanding the value of gaming operators, including social casinos, as a growing advertising segment, Google aims to capture more of this revenue. However, it must balance this goal with the need to prevent ads from reaching inappropriate audiences. Demonstrating some flexibility, Google announced earlier this year that it would allow daily fantasy sports (DFS) operators and lottery courier services to run ads in more than 30 states and Washington, DC. Only licensed gaming companies are permitted to advertise on the platform.
