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Google lifts AdWord ban on gambling advertising
Google now permits gamblingrelated advertising to appear against search queries in Great Britain.
While a significant number of companies such as 888.com and littlewoodscasino.com have been able to exploit a loophole in the Google Adwords system that allows gambling advertising to appear on searches for misspelled search terms (such as "online gmabling"), Google UK is now formally permitting text ads for online gambling and related websites - but only in Great Britain. The company has made it clear that it will continue to prohibit gambling-related ads on its properties outside the UK.
UK companies registered with the Gambling Commission will be able to target text-based ads to users in England, Scotland and Wales. Non- UK advertisers based within the European Economic Area wishing to target Great Britain will also be able to advertise gambling services providing they are licensed to advertise gambling in their respective countries.
Google UK's James Cashmore said: "We hope this change will enhance the search experience for users and help advertisers connect with interested consumers. Gambling ads will automatically be classified as Non-Family Safe which means they will not show on any search where the user has applied Google's Safe Search filter."
All gambling ads will be monitored closely and required to comply with appropriate codes of practice including the UK's Gambling Act 2005, the CAP Code, the Gambling Industry Code for Socially Responsible Advertising, and the Gambling Commission Licence Conditions and Codes of Practice.
Gambling ads will appear only on Google's search results pages, and not on the Google Content Network of partner sites.
