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Google updates gambling advert permissions ahead of Ontario launch

With the launch of online gambling in Ontario set for 4 April, Google has updated its rules surrounding gambling advertising in Canada.  

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As the technology company is able to tailor the rules of its search engine and online advertising technologies by country or region, Google has previously not allowed any iGaming or sports betting activity to be advertised in Canada. 

Following an amendment to its list of advertising rules, Canada is now set to ‘allowed with limitations’ for online gambling. Specifically, Google will now permit adverts from ‘province-licensed entities’ relating to sports betting and online casino products.  

As with all gambling-related advertising, Google stipulates the advertiser must first be certified by the company. 

On its Advertising Policies page, Google states: “We support responsible gambling advertising and abide by local gambling laws and industry standards, so we don’t allow certain kinds of gambling-related advertising. Gambling-related ads are allowed if they comply with the policies below and the advertiser has received the proper Google Ads certification.  

“Gambling ads must target approved countries, have a landing page that displays information about responsible gambling, and never target minors.” 

According to iGaming Ontario, which works closely with the regulatory body in the province, the Alcohol and Gaming Commission of Ontario (AGCO), 16 operators have been granted licences to commence activities from 4 April. 

These include early applicants, such as PointsBet, Rivalry Corporation and 888 Holdings, in addition to the likes of BetMGM more recently. 

There are also eight suppliers ready to go, such as Kambi Group, Bragg Gaming Group and Gaming Realms.  

Rightlander has been granted approval to launch its suite of gambling compliance products in Ontario, while the International Betting Integrity Association has partnered with the Canadian Gaming Association to ensure betting integrity and anti-corruption policies are adhered to.

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