This month, Google will review its Google Ads policies for daily fantasy sports (DFS) operators and lottery couriers. The update will allow these ads to run in multiple US regions under the company’s new July 2024 gambling policy guidelines.
This policy change is a significant development for DFS and lottery operators. Thus, allowing you to expand your marketing efforts through prominent search engines.
The updated policy will make it possible to serve ads in states where such advertising was not previously permitted. For DFS operators, this change will affect states like California, Georgia and Utah, where online sports betting is currently prohibited.
In addition to these states, other regions have also received approval to launch DFS ads. For example, Alaska, Florida, Kentucky, and Minnesota are on the list. Likewise, Nebraska, New Mexico, and North Carolina were included.
Additionally, North Dakota, Oklahoma, and Rhode Island gained approval. Finally, South Dakota, West Virginia, Wisconsin and Wyoming round out the list.
Benefits for lottery couriers
The policy review doesn’t just benefit DFS operators. Lottery delivery people in 33 states, along with Washington DC, will now be able to advertise through Google. However, there are exceptions: states such as Alabama, Alaska, California, Connecticut, Delaware, Georgia and Florida will not allow Google to advertise lottery couriers.
States such as Indiana, Michigan, Mississippi, Nevada, New Hampshire and Utah are among those that will benefit from this change. The effective date for lottery delivery advertising aligns with the DFS policy update, both beginning July 15.
A key requirement of the new policy is that advertisers targeting states that do not require a license must have a license in at least one state where such a license is mandatory. This stipulation applies equally to lottery couriers and DFS operators, ensuring standard regulatory compliance at all levels.
Previous Google Ads policy revisions and trends
This policy update follows Google’s previous review in December 2023, which allowed state-licensed lottery couriers in Arkansas, Montana, New Jersey, and New York to advertise.
Additionally, in August 2023, US operators licensed in at least five states gained eligibility to apply to run national sports betting ads on YouTube.
Finally, these ads must avoid targeting users under the age of 21 and include warnings about the risks of compulsive gambling along with related assistance information prominently displayed on the landing page or in the ad content.
