Google has announced significant updates to its gambling and games policy, impacting advertisers targeting Bulgaria and Poland. These changes are set to reflect recent adjustments in local laws and will come into effect in May 2024.
Bulgaria
Starting May 18, 2024, Google will prohibit the following gambling-related content:
- Online Gambling: Ads for internet-based games where money or items of value are wagered to win more money or items of value will no longer be allowed.
- Gambling-Related Content: Ads promoting brick-and-mortar casinos, gambling-related products (such as vouchers, bonus codes, and educational materials like books and e-books), and gambling-related information (like tips, odds, and handicapping) will be banned.
Poland
From May 24, 2024, Google will update its gambling and games policy for Poland, introducing new allowances:
- Online Lottery Ads: Ads for online lotteries and numeric games licensed by the Polish Finance Ministry will be accepted.
- Online Gambling: Ads for online betting sites and lotteries licensed by the government will be permitted, provided advertisers are certified with Google. Advertisers must apply for certification to promote these services.
These policy changes aim to comply with local regulations and ensure responsible advertising practices in the affected regions. Advertisers targeting Bulgaria and Poland should adjust their campaigns to adhere to the new guidelines.
To get in-depth information on the updates and policies, read the updates here:
Bulgaria: Updates to Gambling and Games Policy (May 2024)
Poland: Update to Gambling and Games Policy (May 2024)
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