Google has quietly introduced a major change to its advertising policy. From now on, casino sweepstakes will no longer be considered as simple ‘social casino games’, but as genuine gambling products. The change seems minimal in the text, but its impact is considerable.
Platforms offering these games can no longer hide behind the ‘soc’ label. Any company offering real prizes, even via virtual coins, now falls under Google‘s strict gambling policy. Without a valid licence, they can no longer advertise.
New rules to put an end to the grey area between gambling and gaming
Until now, casino sweepstakes could take advantage of a loophole to advertise on Google. They presented themselves as free games, even though users could win real money thanks to ‘Sweeps Coins’.
Google is now putting an end to this practice. Only games that do not distribute rewards of real value will still be able to be classified as social casinos or virtual casinos. All other platforms will have to comply with online gambling rules: licences, age limits, addiction warnings and strict monitoring.
For many operators, this means the end of their advertising opportunities. Most of them do not have a licence and are unlikely to obtain one. As a result, Google is closing one of their main channels of access to new players.
This is also a significant step forward for technology and marketing experts. Google, for its part, is also tightening its controls in high-risk sectors.
Under legal and regulatory pressure, Google chooses sides
In the United States, dozens of lawsuits are pending against operators such as Stake.us. Even celebrities such as Drake, who promote these sites, are named in the complaints.
In addition, six US states have already banned casino sweepstakes, and others are considering following suit. The recent cyberattack by Chinese hackers against gaming sites via Windows servers has further highlighted the vulnerability of the sector.
By officially classifying casino sweepstakes as gambling, Google is drawing a clear line. The company is aligning itself with the regulatory authorities and closing a long-standing grey area.