Google has adjusted its advertising rules in Canada to allow licensed operators to serve online gambling ads on its platform. The policy change will now allow bookmakers to run ads related to online sports betting, online casino and daily fantasy sports.
However, operators are required to first secure a local online gambling license in order to be able to legally place these ads. Ontario will be the only Canadian province where these forms of online gaming will be permitted for licensed operators.
Operators can apply for a license from the Alcohol and Gaming Commission of Ontario and iGaming Ontario, and if they obtain a permit, they will need to apply for and obtain a Google Certificate to promote the ads.
Companies that have already received authorization to operate online betting in the region
Ontario’s legal online gambling marketplace is scheduled to launch next week on April 4th, with several operators having secured licenses ahead of opening. Bet365, FanDuel, owned by Flutter Entertainment, Unibet, BetMGM, PointsBet and Ontario Lottery and Gaming Corporation.
Other named licensees include LeoVegas, Rush Street Interactive, Rivalry, theScoreBet, 888, Coolbear and Fitzdares. Annexio Limited will operate as Lottogo, while NSUS Limited will be active under the WSOP brand. In addition, vendor licenses have been issued for Inspired Entertainment, Play’n Go, Kambi and High 5 Games.
The Ontario government first unveiled plans to end the lottery’s online betting monopoly nearly three years ago, and legislation to pave the way for a licensing regime was introduced as early as 2020.
The region published its final standards for online betting and gaming in September last year, but some legal experts have expressed doubts about whether the local government’s approach conflicts with Canada’s Penal Code.