This policy shift reflects the growing acceptance and regulation of online gaming and lottery services within the country. However, the change comes with strict guidelines and requirements for advertisers to ensure compliance with state laws and Google’s own certification standards.

Advertisers looking to promote lottery courier and DFS services on Google Ads will need to undergo a certification process. This is mandatory, regardless of the state in which the ads will be targeted.

Google’s new lottery courier policy will apply to Alaska, Arkansas, Colorado, District of Columbia, Idaho, Illinois, Iowa, Kansas, Kentucky, Louisiana, Maine, Maryland, Massachusetts, Minnesota, Missouri, Montana, Nebraska, New Jersey, New Mexico, New York, North Carolina, North Dakota, Ohio, Oklahoma, Oregon, Pennsylvania, Rhode Island, South Carolina, South Dakota, Tennessee, Texas, Vermont, West Virginia, and Wyoming.

These advertisers must demonstrate that they are fully licensed to operate in at least one U.S. state that requires a license for such services, even if they intend to target ads in states that do not have such licensing requirements. This measure is designed to uphold a standard of legitimacy and ensure that only reputable services can advertise through Google’s platform.

Lottery Couriers Receive Mixed Messages

Lottery couriers, such as Jackpocket, Jackpot.com, Lotto.com, and theLotter, are services that facilitate the purchase of official lottery tickets on behalf of customers.

These services operate online, where users can select their desired lottery games and numbers for Powerball, Mega Millions, and others. The courier then purchases the tickets from authorized retailers and uploads the details to the user’s account. This allows users to participate in state lotteries without needing to physically visit a retailer.

Despite the convenience and growing popularity of lottery courier services, they are not universally accepted across the U.S. Some states, like California, have expressly prohibited the operation of lottery courier services within their jurisdiction.

This is primarily due to concerns over potential fraud, the integrity of the lottery system, and the state’s interest in controlling and regulating all aspects of lottery ticket sales. Advertisers must be acutely aware of these restrictions and ensure their campaigns are compliant with local laws.