Google has decided to make an unexpected u-turn by lifting a ban that was placed on paid search advertising on UK gambling websites.

Obviously not happy with a 31% revenue increase Year-Over-Year in revenue, it is expected that the change could bring in hundreds of millions of dollars to Google.

Google UK strictly defines the types of gambling ads which are permitted, and the geotargeting of such ads using Google UK.

Advertising for the promotion of online gambling websites is not permitted to target locations outside Great Britain (England, Scotland, and Wales). Ads for online gambling will not be displayed in other countries.

Online gambling includes, but is not limited to, the following:

• sports books and sports betting
• lotteries
• bingo
• poker
• sites that provide tips, odds, and handicapping
• software facilitating online casinos and gambling
• gambling tutoring online
• gambling-related eBooks
• ‘play for fun’ gambling or casino games of skill including sites where the primary purpose is ‘play for fun’ gambling
• affiliate sites with the primary purpose of driving traffic to online gambling sites

Advertising online gambling in Great Britain (England, Scotland, and Wales)

Google AdWords allows online gambling advertisements to target Great Britain (England, Scotland, or Wales) as long as the advertiser is registered with the Gambling Commission and provides a valid operating license number. Advertisers based outside the UK and within the European Economic Area who wish to target online gambling ads to England, Scotland, or Wales must be licensed to advertise online gambling in their respective country.