Google confirmed last Friday that it will accept and display advertisements for licensed sports betting operators in Missouri.
Google Ads’ policy update was another step in its acceptance of gambling, with Missouri being the 39th state to legalize sports wagering.
Key Takeaways
- Licensed sports betting operators can promote their companies with Google Ads
- Companies must promote responsible gaming and only target over-21s
- Two untethered operators could start promoting their sportsbooks
Although Missouri sports betting won’t launch until December, Google confirmed in an announcement that sports betting advertising is now legal for all state-licensed operators.
“We will begin to accept and run ads for sports betting from certified, state-licensed entities in Missouri from August 15, 2025,” a statement read. “Application for certification will be open to advertisers who wish to promote online gambling content in this region effective immediately.”
Entities interested in submitting gambling advertisements need to supply several pieces of information to Google, including:
- Company name
- URLs
- Gambling type (daily fantasy sports, sports betting, online casino, horse racing, lottery couriers)
Google also requires advertising applicants to hold a valid gambling license or permission for gambling activities required in at least five U.S. states. It also states that advertising applicants are prohibited from inviting, encouraging, and permitting anyone under the age of 21 to gamble.
Additionally, advertising companies must include messaging about responsible gaming.
Operators are also responsible for updating Google with changes in their licensing status, amendments to their agreements, and any regulatory rulings involving their company.
Gambling ads coming soon?
Despite Missouri not launching its sports betting market until the end of the year, two operators - Circa Sports and DraftKings - could soon be approved for sports betting advertising in Missouri.
The pair were confirmed as the recipients of the state’s highly coveted untethered sports betting licenses by the Missouri Gaming Commission (MGC) last Friday.
The untethered classification means that Circa and DraftKings don’t need to partner and share their profits with a land-based entity. The decision came as a major surprise since FanDuel, the nation’s leader in sports betting, also applied to receive an untethered license.
Advertising is handled on a state-by-state basis. Google said it will “take violations of [gambling ad standards] very seriously and consider them egregious.”
Missouri betting partnerships
With Missouri’s untethered licenses situated, operators now have until Sept. 12 to submit their tethered operator’s license applications to the MGC if they want to be eligible for the state-wide Dec. 1 launch of sports betting.
FanDuel already secured a partnership with MLS’ St. Louis City SC, putting it in a position to receive a license. bet365 also previously announced a partnership with MLB’s St. Louis Cardinals for the same reason.
BetMGM has partnered with Century Casinos, while Bally Bet, Caesars, and ESPN Bet all have land-based casino partners.
