Google tightens the ban on gambling advertising in India and what it means for the market
Google is increasing control over gambling advertising in India by introducing new restrictions that affect not only traditional casinos and betting, but also such popular segments as fantasy sports and rummy. Why is the tech giant tightening its policy right now, and how will this affect advertisers and users? The new rules have already raised questions among market representatives, since even those formats that were previously considered debatable from a legal standpoint have come under the ban.
Google introduces new restrictions and changes the rules for advertisers
The company has updated its advertising standards for India, completely banning the promotion of any online real-money games if they fall under the definition of gambling. Now advertisers will not be able to place ads for rummy, fantasy sports, and other products that were previously in a “grey zone.” This change is significant for the market, as India is one of the largest and fastest-growing online gambling markets, and the tightening comes amid a rise in the number of players and industry turnover.
What types of gambling does Google prohibit from being advertised in India
The following categories are subject to a total ban: online casinos, bookmakers, poker, sports betting, rummy, and fantasy sports. Even if local laws allow for differences in interpretation regarding fantasy sports, Google treats it as gambling. Any real-money game where the outcome depends at least partially on chance is considered prohibited for advertising. This also applies to new formats that are rapidly gaining popularity but are based on betting principles.
How Google defines gambling and why this affects the advertising market
According to Google’s definition, gambling is when a person risks something valuable for the chance to win a prize if the outcome is determined wholly or partly by chance. Although the legislation of different countries may interpret gambling differently, Google adheres to its own standards. For example, in some Indian states, fantasy sports are considered a game of skill, but for Google it is still gambling, and advertising is prohibited.
What role do review sites play in promoting gambling
In such tough conditions amid numerous bans, review sites often become the main tool for marketers. Review sites provide cheap, stable, targeted traffic with high conversion. Administrators of top review sites, in response to our inquiry, indicated that such resources are among the top-3 Canada for attracting new players, along with Telegram channels and influencers. Representatives of the site about the game Funky Time, which can be found here, made an important addition. It concerns the fact that top review sites usually take a scrupulous approach to selecting online casinos they work with. But they also noted that there are quite a few sites created solely for advertising and do not offer users serious analytics.
With competent work with review sites, a gambling resource can count on a daily influx of visitors. Interestingly, some of them will already be predisposed to loyalty.
Online and offline gambling advertising: where the boundaries lie
There is an important distinction between online gambling, which takes place over the internet, and offline casinos operating in the real world. Google prohibits advertising of both types if local laws do not allow such ads. In India, advertising of offline casinos is also banned, even though individual regions may regulate this issue differently. In practice, this means that no type of gambling will receive advertising through Google services in the country.
What changes for aggregators and affiliates under the new rules
Aggregators are sites that collect and compare different offers, such as casinos or bookmakers. Affiliates are partner resources that receive rewards for attracting clients to gambling services. In India, the new rules prohibit advertising even such comparison or partner sites if they are related to gambling. In some countries, such as the UK or Australia, advertising aggregators is allowed under certain conditions, but for India the strictest restrictions apply.
Social casinos: why Google allows advertising only under special conditions
A social casino is an online game that imitates gambling entertainment but does not allow winning real money or prizes. Google allows advertising of such games only under a number of conditions: mandatory age restriction, prohibition on attracting minors, clear indication of the absence of real winnings, disclosure of in-app purchases, and no use of real casino brands. Even for social casinos, strict rules are set, and violation may lead to immediate and permanent account blocking.
How Google monitors compliance and what awaits violators
To place permitted gambling ads, the advertiser must undergo special Google certification. It is necessary to provide valid licenses and permits, as well as keep the data up to date. If violations are detected, the account may be blocked without prior notice and permanently. If an ad is rejected, the advertiser receives the corresponding notification and can file an appeal, but the chances of reconsideration in the case of a clear violation are minimal.
What advertising formats does Google restrict for gambling
Google restricts the use of certain advertising formats for promoting gambling. The ban includes ads in Gmail, Shopping, Google TV, and some other formats. Exceptions are possible only for the USA, Brazil, and the UK, where gambling advertising is regulated differently. These restrictions force advertisers to carefully plan campaigns and choose only permitted channels for promotion.
How Google’s new rules affect the industry and how they differ from other platforms
Unlike some other platforms, such as Meta or Twitter, Google sets stricter standards and requires mandatory certification. This may lead to a reduction in the number of advertising offers and a decrease in the size of the online gambling market in India. Disputable points remain: the difference in the definitions of gambling between legislation and platform policy, as well as regulatory gaps that sometimes create uncertainty for businesses.
What advertisers should do: tips for adapting to the new requirements
Advertisers are advised to carefully study and regularly monitor updates to Google’s advertising policy. It is necessary to comply with all requirements and avoid attempts to circumvent restrictions in order not to lose access to the platform. An alternative may be promotion through educational or informational content that does not violate the rules and helps to foster a responsible attitude toward gambling.
Examples and analogies: how to understand the essence of the new restrictions
Let’s consider an example: a site offering bets on cricket matches for money will not be able to advertise through Google in India, even if there is no direct ban on such games in the region. On the other hand, an app with free card games where real prizes cannot be won may be approved if all conditions are met. An analogy can be drawn with alcohol or tobacco advertising: despite the legality of the product in a number of countries, advertising is regulated especially strictly to protect vulnerable groups of the population. Such measures help to understand why Google sets such strict barriers for gambling on its platform.
