Starting July 15, Google will revise its Google Ads policies for daily fantasy sports (DFS) operators and lottery couriers, enabling them to run advertisements across a wide array of US states, according to the July 2024 updates to Google’s Gambling and games policy.
This policy shift represents a significant development for daily fantasy sports and lottery operators, allowing them to expand their marketing efforts through prominent search engines. The updated policy will enable these ads to run in states where such advertising was not permitted previously.
For daily fantasy sports operators, this change will impact states like California, Georgia, and Utah—regions where online sports betting is currently prohibited. In addition to these states, other regions, including Alaska, Florida, Kentucky, Minnesota, Nebraska, New Mexico, North Carolina, North Dakota, Oklahoma, Rhode Island, South Dakota, West Virginia, Wisconsin, and Wyoming have also received approval to launch DFS ads.
Not Only For Daily Fantasy Sports
The policy revision does not only benefit DFS operators. Lottery couriers in 33 states, along with Washington DC, will now be able to advertise through Google. However, there are exceptions: states such as Alabama, Alaska, California, Connecticut, Delaware, Georgia, and Florida will not permit lottery courier ads via Google.
Indiana, Michigan, Mississippi, Nevada, New Hampshire, and Utah, among others, are among the states that will benefit from this change. The effective date for lottery courier advertising aligns with the DFS policy update, both starting on July 15.
A key requirement of the new policy is that advertisers targeting states not requiring a license must hold a license in at least one state where such a license is mandatory. This stipulation applies equally to both lottery couriers and DFS operators, ensuring standard regulatory compliance across the board.
This policy update follows Google’s previous revision in December 2023, which permitted state-licensed lottery couriers in Arkansas, Montana, New Jersey, and New York to advertise. Additionally, in August 2023, U.S. operators licensed in at least five states gained the eligibility to apply for running national sports betting ads on YouTube. These ads, however, must avoid targeting users under the age of 21 and include warnings about the risks of addictive and compulsive gambling, along with related assistance information prominently displayed on the landing page or in the ad content.
Google’s ongoing adjustments to its advertising policies reflect a broader trend towards greater acceptance and regulation of gambling-related advertising. These changes provide new opportunities for daily fantasy sports and lottery operators to reach potential customers, enhancing their marketing strategies in an increasingly competitive market.
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