Google end online eGambling ad ban

Online search engine Google has recently announced its decision to revoke its self imposed ban on the advertising of eGambling services, including online bingo and casino facilities, by UK based businesses.

The reversal of the policy, which will only cover the UK, took place after a global ban on gambling advertising on Google's Adword facility had been in place for around four years. It was initially put in place in line with US congress’s strict guidelines surrounding the internet gaming and gambling industry in 2004.

It is rumoured that the loss of prospective income is behind the review. Market research has revealed that internet gambling operators account for more than one third of advertisers in the online marketplace, and the reversal of the policy could generate additional revenue for Google in excess of £100million.

Google's head of entertainment and media, James Cashmore, commented:

"Over the last few months we've been reviewing our gambling advertising policy in Great Britain to ensure it is as consistent as possible with local business practices. Following a major internal review we've decided to amend our policy to allow text ads to appear against search queries related to gambling in Great Britain."

The popular search engine will permit ads from any UK based company currently listed with the Gambling Commission, in addition to those from any company based within the European Economic Area (EEA), on the condition that they are listed with their own national regulator.

However, the new Google policy will continue to omit gambling advertisements from searches where the 'safe search' option is specified by the user and the ads are expected to be graded by Google as 'non-family safe'.

28th October 2008