July 3, 2024 3 min read

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Fact-checked by Velimir Velichkov

Google to Expand Ad Policy for DFS and Lottery Couriers in the US

This move is significant because it allows these types of businesses to reach potential customers through Google’s extensive ad network like never before

Beginning July 15, 2024, Google will permit advertising of daily fantasy sports (DFS) and lottery courier services in many states across the United States according to an update made by the company to its Gambling and Games policy

Lottery Courier Services Get Green Light to Advertise in 34 States

Under the new rules, DFS operators can place ads in Alaska as well as 16 other states: California, Florida, Georgia, Kentucky, Minnesota, Nebraska, New Mexico, North Carolina, North Dakota, Oklahoma, Rhode Island, South Dakota, Utah, West Virginia and Wisconsin. The policy also permits lottery courier services to advertise in 34 states.

One interesting provision within this policy requires that advertisers who target a state where licensing is not needed must themselves be licensed by at least one state that does have such requirements. Thus only certified operators may utilize Google’s platform for their advertising needs.

Google has been updating its policies regarding gambling and gaming over time so as to reflect changes happening in the industry. Previously only allowing ads on behalf of government-operated lotteries or horse racing events held within particular jurisdictions. With the inclusion of DFS and lottery couriers, there is a significant expansion into different areas for advertisement opportunities provided by Google. Advertisers will have more options now than ever before which should lead to increased visibility among users that are interested in these types of promotions being offered.

DFS and Lottery Courier Advertisers Must Meet Strict Requirements

Notably, advertisers need to meet stringent requirements like avoiding targeting minors, following state law requirements around compliance as well as making sure responsible gaming information is displayed. 

Furthermore, any gambling-related apps promoted through such ads must not be part of Google’s Designed for Families program. The company wants there to be a clear differentiation between general versus adult-targeted content when advertising online games.

This update comes at a time when the DFS and lottery courier industry are booming in the USA. DFS has been hampered by tough advertising laws but now more than ever it will become easier for the sector to reach out to its target audience especially when operating within states that have introduced legal online sports betting. 

The updated policy is also a great push for lottery couriers, which have been gaining traction with partnerships and acquisitions, such as DraftKingsacquisition of Jackpocket for $750 million.

Advertisers looking to take advantage of this new policy must apply for certification through Google to ensure compliance with the updated guidelines. Google has assured that it will update the Gambling and Games policy page on July 15, 2024, to reflect these changes, providing clear and accessible information for advertisers and consumers alike.

Author

Silvia has dabbled in all sorts of writing – from content writing for social media to movie scripts. She has a Bachelor's in Screenwriting and experience in marketing and producing documentary films. With her background as a customer support agent within the gambling industry, she brings valuable insight to the Gambling News writers’ team.

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