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Certified online gambling advertisers can now buy YouTube Masthead placements under a Google policy update that took effect Wednesday.
For U.S. operators, the change does not remove state licensing requirements or restrictions on reaching users under 21.
Google’s update expands an existing allowance for sports betting, according to RG.org’s report.
What Changed for YouTube Masthead Ads
Google announced the change Oct. 7. The company describes Masthead ads as “the most prominent Google advertising placement available to advertisers.”
Eligibility depends on certification under Google’s Gambling and games policy. Advertisers must also comply with applicable legal, jurisdictional and age restrictions.
The Masthead rules still generally prohibit advertising assets that depict or refer to gambling-related content. The exceptions include certified online gambling and daily fantasy sports advertising aimed at the United States and Canada.
U.S. Licensing and Targeting Rules Still Apply
In the United States, Google’s Gambling and games policy permits certified advertising for lotteries, horse racing, lottery couriers, sports betting and online casinos.
Lottery operators must be state-run. Sports betting and online casino advertisers must hold licenses from the relevant state authority in states where those products are legal.
Advertisers may not target users under 21 or users outside the states where they are licensed.
The requirements also extend to the website an ad sends users to. Destination sites must display:
- An age warning and addiction resources.
- Terms and conditions.
- A footer containing the licensee’s name, license number and privacy policy.
Google certification and state licensing are separate requirements; the expanded Masthead access does not replace either one.
Affiliates and Social Casinos Face Different Limits
The change does not give every gambling-related website access to Masthead ads.
Google treats affiliate and aggregator sites that explain or compare gambling services as online gambling-promoting content. Those sites cannot use the Masthead if they are not subject to mandatory state or national gambling registration.
Social casino games are also outside the update. Google defines those products as simulated gambling-style games with no opportunity to win something of value. An advertising account may be certified for online gambling or social casino games, but not both.
The notice does not address sweepstakes casino platforms or establish whether they could qualify for Masthead advertising. It also does not explain how Google will enforce the updated requirements in practice. Those questions remain unresolved rather than part of the announced expansion.
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Source: As reported by RG.
