Google to Permit DFS, Internet Lottery Ads in Most US States

Posted on: July 2, 2024, 03:59h. 

Last updated on: July 3, 2024, 09:56h.

Google, the largest provider of internet search services in the US, updated its advertising policies, allowing daily fantasy sports (DFS) operators and lottery courier services to run ads across more than 30 states and Washington, DC.

An illuminated Google logo is seen inside an office building in Zurich, Switzerland. The company updated its advertising policies for daily fantasy sports (DFS) and lottery courier companies. (Image: Reuters)

Advertisers that hold gaming licenses in one of approximately 40 countries — of which the US is one — are eligible to run DFS and internet lottery (iLottery) spots on Google. Other nations on that list include Brazil, Canada, France, Germany, South Korea, Sweden, and the UK.

On July 15, 2024, the Google Ads Gambling and games policy United States country-specifics will be updated. We will begin to accept and run ads for lottery-couriers in Arizona, Arkansas, Colorado, District of Columbia, Idaho, Illinois, Iowa, Kansas, Kentucky, Louisiana, Maine, Maryland, Massachusetts, Minnesota, Missouri, Montana, Nebraska, New Jersey, New Mexico, New York, North Carolina, North Dakota, Ohio, Oklahoma, Oregon, Pennsylvania, Rhode Island, South Carolina, South Dakota, Tennessee, Texas, Vermont, West Virginia, and Wyoming,” according to Google.

Would-be advertisers also must substantiate to Google that they are licensed to provide gaming services in at least one of the states mentioned above. Of that group, 17 states have competitive online sports wagering markets.

“If advertisers are targeting their ads in a state that does not require a license, the advertisers must be licensed in at least one other state that does require a license to operate Lottery Courier services,” added Google.

Google Making Gaming Ads More Efficient

Google’s approval of DFS and lottery courier ads in select states brings some level of efficiency to the company’s often cumbersome requirements surrounding wagering-related ads while still retaining relevant guidelines and regulations.

Until March 2021, Android users had to go straight to sportsbook operators’ mobile applications to download apps, a stark contrast to rival Apple, which made sports betting fare readily available in the iOS App Store.

That was one example of the internet company’s pragmatic approach to allowing wagering-related fare in its searches and app store. The company was famously slow in approving online sports betting and iGaming ads with wide reaches, too.

For gaming companies to run ads with Google, the operators must meet 10 requirements. Those include various state and geographic requirements, not targeting ads to minors, keeping related apps out of Google’s Designed for Families program, and displaying information about responsible gambling.

Google Lottery Courier Standards Matter

Google’s state-level regulations pertaining to lottery courier services such, The Lotter, and JackPocket are relevant because just New York and New Jersey license and regulate those companies.

Likewise, the California Lottery said last month it won’t pay jackpots won on tickets purchased on those apps. California isn’t on the list of states in which Google will allow lottery courier ads. Nor are Hawaii and Utah — states that permit no forms of wagering at all.

Still, the breadth of states the internet search provider is allowing to see lottery courier spots could be viewed as a win for the still-nascent industry.