From Dec. 4, 2024, Google will update its advertising policy to allow social casino operators to run personalized ads. Previously categorized under the restricted “Gambling” category, social casino platforms will now be able to enjoy the benefits of tailored advertising. 

Google to allow targeted social casino adverts

Effectively, Action Network reports, this will mean adverts for social casinos are allowed to appear on web pages that consumers regularly visit. This covers all forms of social casino including slot, poker and roulette.

Google has not said specifically why is it removing social casino from its exclusion list of advertisers.

It is expected that Google will remove similar restrictions on all other advertisers from March 2025, allowing any company to run targeted adverts. However, should advertisers violate the Personalised Ads policy, Google may issue warnings and suspend the accounts of repeat offenders.

For the time being, other gambling-related ads will remain restricted from personalization. This includes ads for sweepstakes casino apps, which Google categorizes separately from social casinos. Due to their prize offerings, Google classifies sweepstakes casinos as “sensitive interest,” as targeted ads could harm users, particularly those with gambling addictions.

In the update, Google clarified, “As a reminder, if a type of gambling ad is included in the gambling sensitive interest category, we do not allow personalization.”

While Google has not explained the logic behind the decision, it could be a game-changer for social casinos. Targeted advertising increases ad relevance, helping platforms reach and engage the right audiences, which could ultimately boost their performance. Compliance with Google’s policies remains critical, as violations may result in account suspensions.