In 2007, Google had decided to put a blanket ban in place on all forms of gambling related advertising which included play-for-fun sites. As of this past Friday, the Company has changed their decision and will now allow gambling related advertising to appear next to search results that are aimed at United Kingdom users.

This week, advertisers were briefed on the new system and learned that searches for terms such as “Online Gambling” will see ad placements for bookmakers and online gambling services such as Ladbrokes and Virgin Casino.

The ads shown on Google’s website for United Kingdom players are subject to the “non-family safe” categorization. The ads will only be shown on search page results and not on sites that are a part of the Google content network. They also will not appear when the “safe search” family filter is on.

Google will continue to ban gambling related advertising on their properties outside of Great Britain but any advertiser in the European economic area can purchase ads for UK viewers if they have the proper license to do so.

"Over the last few months we've been reviewing our gambling advertising policy in Great Britain to ensure it is as consistent as possible with local business practices. Following the review we've decided to amend our policy," said James Cashmore, industry leader, entertainment and media, Google U.K., in a statement on the new decision.


- 2008-10-20