Google’s latest policy update includes new stipulations related to social casino advertising.
The tech giant updated its Gambling and Games policy, providing clarification to the types of games that fail to meet the standards of its policy related to social casino games. Google requires certification for gambling ads, with sweepstakes casinos now deemed a type of game that falls “outside of the scope” of its Gambling and Games policy.
“Social casino games are online simulated gambling-style games where there is no opportunity to win something of value,” reads Google’s updated policy.
Google’s previous policy allowed social casino game advertising with its update maintaining the same rule. However, the company’s updated policy considers sweepstakes casinos an example of “games that are not social casino games.” Google considers sweepstakes casinos to fall outside of the purview of its social casino game advertising rules as the gaming vertical faces both regulatory and legal scrutiny across the U.S.
Google’s updated policy also provides examples of social casino games that qualify for ad certification with marketing that promotes direct engagement with social casino prohibited. The ban on the engagement promotion also applies to gambling aggregators and affiliates.
Google facing RICO charges over sweepstakes
Sweepstakes casinos are also at the heart of a class action lawsuit filed in New Jersey against Google and Apple. The suit alleges Google and Apple profited from illegal gambling operated by sweepstakes casino sites, including High 5 Casino and Chumba Casino.
The lawsuit levies Racketeer Influenced and Corrupt Organizations (RICO) Act charges against the two tech giants for allegedly being complicit in the promotion of illegal sweepstakes casino sites and for pocketing money from them as payment processors.
The lawsuit takes aim at Google and Apple’s respective payment verticals. The suit does not name any of the sweepstakes casino operators as co-defendants.
Both Apple and Google are attempting to transfer the case the Northern District of California rather than the New Jersey District Court, as that is where the companies are both headquatered.
Google requires a separate certification for social casinos
Google is taking aim at sweepstakes casinos as it requires advertisers to apply for social casino games and online gambling content certification separately.
Companies seeking certification are required to make two accounts, as Google’s Gambling and Games policy has varying standards for the two gaming verticals. Under Google’s rules related to online gambling content, companies can apply for ad certification for the potential promotion of online casinos, slots, lotteries, bingo, sports betting and “online gambling games played with virtual currencies or items that have real-world value.”
“Games that fall under the banner of real-world rewards are subject to the specific restrictions and allowances of the online gambling policy,” continues Google.
Google’s advertising standards for social casino games
Social casino games that are seeking ad certification are required not to target minors and provide a disclaimer that their offerings are intended for players over legal gambling age.
The companies that want to advertise social casino games must also hold valid local licenses for the distribution of their products and must include statements that “they aren’t offering or promoting real money gambling and are not providing prizes of real-world value.”
Previous policy updates for Google
Google made updates to its gambling advertising policy in April, designating which countries can allow advertisers to apply for the company’s certification process.
Google allows online gaming advertising in major international markets, including Australia, Brazil, Canada, Mexico, Israel, the Netherlands and the U.S. It prohibits offline gambling advertising in China, Hong Kong, Italy, the Philippines and Thailand.
