Google Revises Advertising Policy to Include Daily Fantasy Sports
Google has announced an update to its Gambling and Games policy, introducing a new provision that allows advertisements for daily fantasy sports (DFS) in selected states across the United States.
Starting July 15, DFS operators will be able to promote their services in states like Alaska, California, Florida, and several others, broadening their reach to enthusiasts in these regions.
Specifics of the Policy Update
The policy update specifically allows for the advertisement of DFS operations in seventeen states: Alaska, California, Florida, Georgia, Kentucky, Minnesota, Nebraska, New Mexico, North Carolina, North Dakota, Oklahoma, Rhode Island, South Dakota, Utah, West Virginia, Wisconsin, and Wyoming.
This change is poised to open significant marketing opportunities for DFS platforms, particularly in states where no specific DFS licensing is required, provided that they hold a valid license from at least one US state with DFS licensing mandates.
Preparing for Implementation
While the updated policy will not take effect until mid-July, Google has outlined steps for advertisers to prepare for this change. Advertisers are required to obtain certification under the revised guidelines to ensure compliance. Google plans to update its policy page closer to the implementation date, offering further clarity and instructions for DFS operators wishing to advertise.
This policy shift by Google is expected to have a considerable impact on the daily fantasy sports market. By allowing ads in select states, Google is facilitating increased visibility for DFS platforms, potentially driving greater user engagement and participation. The expansion into advertising in these states can help DFS operators reach new audiences, increase their user base, and enhance overall market competition.
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