For several years, Google has played a key role in regulating online advertising. Recently, Google announced a tightening of its rules on gambling advertising. This initiative is a direct response to the growing pressure for better regulation of this sector, particularly with regard to the ethics and responsibility of advertising.
Google’s new rules: what’s changing
One of the main revisions made by Google concerns the conditions of access to advertising for online casinos, sports betting and other forms of gambling. Starting this year, Google has introduced tighter restrictions that apply specifically to advertisers operating in countries where gambling is legal. These new rules require companies to demonstrate that they comply with local legislation and that they are authorised to display advertising in their respective countries.
The key element of these changes is to improve transparency and combat the risks associated with excessive advertising, particularly among vulnerable populations.
One of the main reasons for these policy adjustments is to respond to the concerns of the regulatory authorities, in particular the gaming commissions in the various countries. In some countries, advertisers are now required to obtain a specific licence in order to run gambling advertisements.
In addition, the new guidelines aim to combat the proliferation of unregulated online advertising, which can sometimes target vulnerable demographic groups. With the rise of online gambling, legislators and regulators have increasingly focused on preventing gambling addiction and improving the business practices of gambling platforms.
What businesses need to know
Gambling operators must ensure that their advertising now complies with Google’s new guidelines. This includes rigorous checks on the part of advertisers to ensure that they have a valid licence and that they comply with the laws of their country. Google also requires that ads cannot be targeted at underage users or sensitive populations, in order to limit exposure to the risks associated with gambling addiction.
Companies will also have to ensure that their advertising messages comply with transparency standards, in particular by mentioning the risks of gambling and avoiding promoting addiction or irresponsible behaviour.
Impact on advertisers and the gambling industry
The gambling industry, particularly online casinos and sports betting operators, will have to adjust their marketing strategies to comply with these new rules. Companies will probably have to invest more in responsible and transparent advertising campaigns to meet regulators’ expectations while remaining competitive in the market.
In addition, this development could create a fairer environment, in which operators who comply with the rules will benefit from increased visibility, while those who do not comply with local legislation risk being excluded from the major advertising platforms.
What role for regulators and local authorities?
Regulatory authorities, such as the gaming commissions in the various countries, play a central role in adapting advertising policies. They are often responsible for drawing up the rules governing the broadcasting of gambling-related advertising. In France, for example, the National Gaming Authority (ANJ) ensures that operators comply with strict standards on online advertising, including broadcast limits, the content of advertising messages, and audience targeting.
Google’s tightening of regulations is also in line with its desire to comply with local regulations. By working with the authorities, Google is seeking to ensure greater compliance with international standards and to create a safer environment for online gambling users.
An important step towards a more responsible industry
Google’s new advertising rules aim to strengthen the regulation of the online gambling industry, with a view to protecting consumers and ensuring a safer gambling environment. While these changes will have an impact on how operators can promote their services, they also create opportunities for more transparent and ethical marketing.
As an advertiser, it is crucial to understand these new requirements in order to continue to operate effectively while complying with local legislation. For regulators, these changes are an important step towards better management of the gambling industry.
What will happen to gambling advertising in Belgium?
Online gambling advertising has been banned in Belgium since 1 July 2023. Since the ban came into force, Google and other advertising agencies have suspended the display of gambling ads in Belgium.
The tightening of Google’s rules on gambling advertising could reduce the number of advertisements for illegal casinos on the Internet.