Google Adjusts Ad Policy for Social Casino Apps, Allowing Customization Outside Sensitive Wagering Category

Google, the world’s largest internet search engine, is making a significant policy shift for social casino mobile apps, removing them from its “sensitive wagering” category and enabling operators of these apps to personalize advertisements. The change is set to take effect on December 4.

This update modifies Google’s “sensitive interest category,” which traditionally restricts ad personalization for a range of wagering-related content. Ads that fall within this category—covering gambling, both online and offline, as well as information about online gambling and games with monetary prizes—cannot be customized unless promoted through Google App campaigns specifically for social casino gaming apps.

According to Google, the update will make exceptions within the sensitive category for social casino games. As Google explains, “The gambling sensitive interest category will be updated to prohibit personalization for: ‘Gambling, including online and offline gambling; online gambling-related information; online non-casino games played for money or prizes; and online casino-based games, regardless of whether money is exchanged, unless you are using Google App campaigns to promote a social casino gaming app to app users.’”

To advertise on Google, social casino operators must still meet 10 specific requirements. These include complying with local laws, avoiding ads targeted at minors, excluding apps from Google’s Designed for Families program, and providing information on responsible gambling practices.

Social Casinos Versus Traditional Gambling

Social casinos stand apart from traditional iGaming by offering free-to-play options without real-money rewards. While these apps don’t generally involve actual gambling, some operators have faced regulatory issues by offering in-app purchases for digital tokens that may appear convertible to real money. Such setups have sometimes led to confusion and complaints from customers who felt misled.

Social casinos may promote themselves as friendlier, low-stakes alternatives to traditional gambling, but Google’s stance on personalized ads is clear: it won’t tolerate policy violations. “Violations of the Personalized Ads policy will not lead to immediate account suspension without prior warning. A warning will be issued, at least 7 days, prior to any suspension of your account,” Google added.

Gaming companies will need to take these warnings seriously, as Google and Meta Platforms’ Facebook dominate the internet advertising space.

A Flexible Approach for Gaming Operators

With the rise of social casinos and the gaming industry’s growing investment in advertising, Google is eager to tap into this revenue stream. At the same time, the company must balance this interest with its commitment to prevent ads from reaching inappropriate audiences.

In a sign of flexibility, Google has expanded its policies in other gaming areas as well. Earlier this year, Google announced it would permit daily fantasy sports (DFS) operators and lottery courier services to advertise in more than 30 U.S. states and Washington, D.C. However, only licensed gaming companies are allowed to advertise on the platform.

By making these adjustments, Google aims to strike a careful balance, supporting the advertising needs of gaming operators while upholding its standards for responsible advertising.

By fLEXI tEAM