Google to relax policy on sponsored links from online casinos
Internet search engine Google is reported to be relaxing its ban on AdWords campaigns for online gaming sites operating in the United Kingdom.
The search engine giant has previously imposed restrictions on AdWords campaigns for online casinos in the United Kingdom. These dated back to June 2007, preventing gaming websites, such as online casinos, from advertising games like slots and roulette on the search engine.
The revised policy will now allow online casinos to advertise in the Sponsored Search listings on the internet site. A statement on the Google policy page today read: "Google AdWords allows online gambling advertisements to target Great Britain (England, Scotland, or Wales) as long as the advertiser is registered with the Gambling Commission and provides a valid operating license number."
The move paves the way for online casinos in the United Kingdom, the EEA, and territories on the UK government's White List (including Alderney, Gibraltar, Malta and the Isle of Man) to resume advertising their slot and roulette games online. Previously, the gaming industry had contributed significantly to the revenue of the internet search engine, but Google made the controversial move to halt the sponsored links in light of legal action from the United States against online casinos and gaming sites.
Andrew Redfern, director of internet site Hit Search, said: "A more open market has to benefit advertisers and consumers alike. We understood and respected Google's motivation for curbing gambling-based products but we feel that reputable online betting and casino sites are now only focusing on responsible, ethical marketing so the relaxing of the restrictions is the right thing to do."