Google has tightened its advertising rules, excluding sweepstakes casino advertisements from its platforms as of Oct. 28, closing a long-debated loophole in online gaming marketing.
The company updated its social gaming ad policy to state sweepstakes casinos cannot obtain Google Ads certification for social casino games.
Key Takeaways
- Google amended its Gambling and Games policy to exclude sweeps casinos from social gaming advertising eligibility.
- The change targets platforms that use dual-currency systems to facilitate real-money gambling under a "redemption" model.
- Several U.S. states have already banned sweepstakes casinos, which are often viewed as unlicensed gambling operations.
The policy change removes sweepstakes casinos from the definition of "social casino games," which Google defines as simulated gambling-style games offering no real-world value prizes. Social casinos seeking to advertise must hold certification, display disclaimers about non-monetary play, and avoid any association with real-money gambling.
Google's policy change log clarifies that games involving "real-world rewards" now fall under the stricter Online Gambling advertising policy.
Legal scrutiny has intensified against sweepstakes platforms, which have grown in popularity without formal gambling licenses. Attorneys general and regulators in several states have banned sweepstakes casinos outright. Additional prohibitions have been issued by gaming authorities in at least five states.
Critics argue the dual-currency model, where players buy "gold coins" that also grant bonus "sweeps coins" constitutes unregulated online gambling. Operators say sweeps coins can only be "redeemed" and not "cashed out." However, regulators see the model as a way of hiding real-money gambling behind a social gaming facade.
Google expands sports betting ads to UK, Brazil on TV Masthead
Amid its crackdown on sweepstakes casinos, Google is simultaneously expanding advertising opportunities for regulated sports betting operators, according to PPC Land. Starting Nov. 13, sports betting and daily fantasy sports (DFS) advertisements will be permitted on Google TV Masthead in the U.K. (excluding Northern Ireland) and Brazil.
The Masthead placement, occupying the first visible slot on Google TV home screens, represents one of the company's most prominent ad formats. As long as they follow Google's Gambling and Games policy and local gambling laws, licensed betting operators can use connected TV ads to reach audiences.
Certification is still required. Advertisers must hold valid operating licenses from the U.K.'s Gambling Commission or Brazilian regulators and maintain compliance throughout their certification period. Serving ads without active authorization can result in account suspension.
Despite this expansion, Masthead restrictions on other content remain unchanged. Only sports betting and DFS ads now qualify under the new rules.
The move aligns Google TV's advertising standards with those already applied to YouTube Masthead, which began allowing similar sports betting ads earlier in 2025.
