Will Google Change Its Adsense Policy On Gambling After Accepting Gambling Ads From Advertisers In UK?

by DB on October 18, 2008


Google is now reportedly accepting gambling ads from advertisers in the UK. Gambling companies can now show and target their ads to users in UK via the Google Adwords program. A global ban on casino and gambling related ads was imposed by Google in 2004. This move by Google was expected by many after rivals Microsoft and Yahoo decided to accept gambling ads in the UK. Obviously, Google did not want to miss the boat and this new move is expected to add millions more to its revenue.

The Adwords policy has been updated and now reads : “Advertising for the promotion of online gambling websites is not permitted to target locations outside Great Britain (England, Scotland, and Wales). Ads for online gambling will not be displayed in other countries”. Google’s Adsense program policy reads – “Sites displaying Google ads may not include:  Gambling or casino-related content”. So will that change after their decision to accept gambling ads?

Would it not make sense for gambling companies and casinos to target ads on websites that are in their niche? Currently, Google Adsense is not allowed on websites that feature content relating to gambling. These are the websites that the advertisers would really like to target. Maybe Google is also working on modifying this on Adsense also? It will definitely change if the lobbying efforts of former New York Senator Alfonse D’Mato succeed.

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