This change will significantly affect advertising dynamics in several states, including Arkansas, Montana, New Jersey and New York. In a major change, Google will now allow and facilitate ads for lottery messengers within these states, in addition to sports betting ads from state-approved entities in Vermont.

This transformation comes with strict regulations to ensure compliance and responsible gaming practices. Advertisers interested in running gambling ads must undergo a thorough application process to be approved by Google Ads.

Additionally, they must strictly adhere to the outlined policies and feature landing pages that prominently display responsible gaming information.

All creative content associated with betting and gaming must align with Google's Authorized Buyers policy, in addition to local regulations and industry standards.

While Google's updated policy opens the door to new gambling-related ads, it seeks to place significant emphasis on responsible advertising practices. One crucial directive involves a strict ban on targeting minors, specifically those under 21 years of age.

Certification
Advertisers who want to run these sports betting ads or lottery messaging ads should apply for certification now to be ready to start advertising soon.

To get certified, follow these steps if you meet Google policy and country-specific requirements:

Privately licensed operators: If you reside in one of the countries where Google allows online gambling content, complete the online gambling request form in the Google Ads Help Center. Providing all requested information will help avoid delays.

State entities: If you operate in one of the countries where Google only allows state entities, use this form. When completing the form:

Under “Issue Summary”: Please note that you are applying for certification to advertise as a state-run gaming entity and provide your website URL.

Under “Campaign name and ad group name”: Enter N/A if you haven't set up a campaign or ad group.

Social casino game operators: Use this form to submit your website or app URL, Google Ads customer ID, and the country group you're targeting.