A revised standards policy will allow New Jersey betting sites to promote their services on Google Ads.
Google announced the update in May, but the changes have only taken effect this month.
“The Google Ads policy on Gambling and games will change in June 2019 to allow state-licensed gambling entities to promote sports betting content in New Jersey, as part of a limited beta,” the tech giant said in a statement.
“After the update, advertisers who wish to promote online sports betting content in New Jersey must submit a gambling certification request through the updated policy page.”
The new rules apply only to gambling on sports, with online casinos and poker rooms stilled prohibited.
In order to use Google Ads, operators must hold a valid gambling licence with the New Jersey Division of Gaming Enforcement (NJDGE) and have websites on the Google network.
The Silicon Valley powerhouse is also working on a consumer protection framework designed to limit the risk of problem gambling.
“With respect to your gambling activities, you will not invite, encourage, nor permit under-21s to gamble and will maintain appropriate age verification systems and procedures,” the update reads.
The move marks a significant change of direction for Google, which has removed thousands of gambling apps and advertisements from the Google Play store in recent years.
The legislative landscape in the United States is now much more liberal towards gambling since the Supreme Court struck down the Professional and Amateur Sports Protection Act 1992 (PASPA) in May last year.
New Jersey led the push for legal sports betting and is now reaping the benefits, with millions of dollars in tax revenue coming in from the state’s licensed sportsbooks.
Google generates around 80 per cent of its considerable income from advertising, so it would be no surprise if the company decided to introduce similar changes in the other 13 US states that have legalised gambling on sporting events.
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