Google Updates Ontario Sports Betting Advertising Policy Ahead of April 4 Rollout

Searching for Ontario sports betting information is about to get a lot easier.

That’s because Google has updated its policy terms surrounding Canadian gambling advertising, allowing operators to reach wider audiences ahead of Ontario’s April 4 launch date.

The California-based search engine’s new rules specifically clear the way for gambling companies to advertise their mobile and online offerings, so long as the operator is certified by Google.

The move means any of the sports betting and iCasino operators licensed by the Alcohol and Gaming Commission of Ontario, as well as the government-run lottery, can advertise on the search engine juggernaut.

So far, 25 operators have received sports betting licensure from the AGCO, including the likes of BetMGM Ontario, theScore Bet, 888, Bet365 and FanDuel.

What Is and Isn’t Permitted by Google?

The decision by Google clears the way for specific types of gambling advertising, but still closes the door on companies advertising their bonuses, inducements or credits — which is prohibited by Ontario gaming regulations.

All qualifying operators must also have easily accessible self-exclusion links on their sites and any internet-based games where money/items of value are paid or wagered to win a greater sum of money are also prohibited.

Also prohibited by Google are social casino games that offer the opportunity to win real money or prizes based on the outcome of the game, as well as promotion of “real money gambling” destinations.

“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,” Google’s advertising policies site reads. “Gambling ads must target approved countries, have a landing page that displays information about responsible gambling, and never target minors. Check local regulations for the areas you want to target.”

The update by Google is similar to what it did before New York online sports betting launched in January.