A Look at Google Lifting Its Online Casino Ad Ban

Oct 31, 2019 3:00 AM

By: John Woods

World-leading online search engine, Google, recently announced its plan to lift its longtime ban on online casino ads – but what does this mean for the future industry?

The new policy is set for implementation in early 2020 and will allow online casinos to promote games and offers directly to their target customers whenever they use the search engine. Up until now, the ban imposed on online gambling had been detrimental to growth in the industry and has prevented legitimate online casinos from marketing their business effectively.

After all, Google is the most powerful search engine and receives approximately 5.6 billion searches per day. With that kind of traffic, Google is arguably the world’s leading advertising platform, and any business that is unable to promote themselves on it is missing out on a huge opportunity.

For this reason, many people working within the online gambling sector are excited about what the future will hold now that Google has finally got on board. Given the huge revenues that online gambling is capable of generating, many people are wondering why it has taken so long for attitudes to change.

Why Does Google Limit US Online Casino Ads?

Given the long and complicated legal history with US gambling, Google’s restrictive policy hardly comes as a surprise. Though recently Pennsylvania became the fourth state to legalize online gambling, the fact that there are still 46 more to go shows you just how far the country has to go.

Compared to other countries like the UK, where gambling laws are much more progressive, the US is still heavily conflicted, and opinions differ greatly from state to state. Rather than trying to cater to all of these fluctuating state laws and attitudes, perhaps it was just easier for Google to ban online casino advertising altogether and save itself the headache.

In a recent statement, Google Industry Head of Financial Trading and E-Gaming, Chris Harrison, claimed that the search engine has no intention of becoming a gambling company. Irrespective of what policy changes will arise over the next 12 months, Google makes it clear that it doesn’t want to have any direct affiliation with the online gambling industry.

Why is Google Changing its Policy?

Though Google’s advertising policy for online gambling is set to change in the first quarter of 2020, the company set the wheels in motion earlier this year. In June 2019, the search engine giant began allowing ads for online legal sports betting for its users in the state of New Jersey.

Now, as the online gambling market continues to grow, and more states have legalized it, Google has decided to capitalize on this lucrative opportunity. After the policy changes take place, regulated online casinos will be able to apply for a Google AdWords license and submit the ads to Google for review and distribution.

The Impact on the Online Casino Industry

Considering that “businesses make an average of $2 in revenue for every $1 they spend on AdWords,'' this change in policy can have a significant impact on the online casino industry. As well as doubling revenues by increasing their reach, the success of these sites will likely achieve as a result is going to be difficult for other states to ignore.

Google’s new policy could play a significant role in the widespread legalization of online gaming throughout the US, and 2020 could be a huge turning point for the industry. Though we can only make predictions at this point, it’s safe to assume that the market will grow significantly over the next 12 months.

About John Woods:

John is a professional copywriter with seven years of experience creating gripping content for a wide variety of audiences. His work has been published on UC Today, No Jitter, OnlineUnitedStatesCasinos.com and InGenius. He’s a versatile writer who specializes in the fields of technology, cloud communications, as well as gaming and online casinos. In his spare time, he enjoys reading, watching football, playing guitar, and trying to learn Spanish.

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