Google search engine giant has announced that it is relaxing more of its rules around gambling advertising and what it permits.

The changes mean that a number of states in the US, plus some international countries, will now be able to advertise for sports betting.

The move from Google comes after what it described as a “limited beta program” in June which it introduced to test the waters as a result of the changes in US law.

US to allow betting for sports ads 
There have been a number of sweeping changes in the US on sports betting after the Supreme Court ruled last year that individual states could be responsible for their own gambling laws. This has led to a number of states lifting the ban and introducing federal-sanctioned betting, allowing residents to gamble while raising money for the state.

Google has piggybacked onto these changes, first launching a tentative program in June which rolled out sports advertising in Nevada, West Virginia and New Jersey. Indiana, Montana, Iowa, Rhode Island and Pennsylvania have all now been added to the list.
Despite the relaxing of the advertising policy, Google has been quick to implement boundaries. Betting promos can take place using Google Display Network, Google Ads, YouTube and AdMob, but it’s not permitted to use Google Ad Manager.

Google has also said that any company engaging in gambling advertising must make sure they are not targeting underage players or promoting other products such as casinos.
This relenting in advertising rules is the latest step in Google relaxing its stance on gambling. Two years ago the company started to allow real-money betting apps into Google Play in limited countries. In august 2019, it began introducing fantasy sports advertising in the US states where the activity is licenced.

Rules relaxed in other countries 
The US is not the only nation to benefit from Google’s more lenient stance on sports betting. In this change to its policy, Nigeria, Kenya and Colombia were also included, enabling gambling promos to be listed in the countries.
The move will not be welcomed by the Kenyan government who have recently taken steps to curb gambling in the country, including attempts to ban any kind of betting advertising on social media.

Google has said that only activity carried out by organizations holding licenses in the relevant country will be allowed.