International edition
June 24, 2021

The firm reversed a self-imposed ban on online gaming advertisements

Google affiliates must promote responsible gaming to use Adwords

(UK).- Three months after its decision to allow European online gambling operators to use the Adwords advertising system in the UK, Google has announced that it will now also allow affiliate websites to advertise.

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o do so however, affiliates will be required to adhere to stringent responsible gaming policies. The search engine giant reversed a self-imposed ban on online gaming advertisements in October 2008 for online gaming operators licensed in jurisdictions that appear on the UK government “whitelist” of approved jurisdictions.

Google has now amended its Terms and Conditions to include ads from online gaming affiliates; however they will continue to be limited to promoting sites operating from within white-listed jurisdictions.

In addition, affiliates will be required to carry a prominent link to gambleaware.co.uk or gamcare.org.uk on the first web page that a user arrives at after clicking on an Adwords gambling ad.

Affiliates will also be required to prevent minors from gambling through the use of appropriate age verification systems and procedures, including warning users that underage gambling are an offence and requiring them to affirm that they are of legal age. Affiliates must also ensure that their staff are trained in the use of age verification systems.

As with all advertising in the UK, the ads will also need to comply with the regulations of the Gambling Act 2005, the CAP Code, and the Gambling Industry Code for Socially Responsible Advertising.

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