New Delhi, Jan 12: Google has tightened restrictions on gambling-related advertising in India, barring promotions for online gambling, including rummy played for money and fantasy sports, under its advertising policies.
The company said ads and destinations promoting online gambling in India are not permitted unless explicitly allowed under narrowly defined categories, adding that gambling advertising is allowed only where it complies with local laws and country-specific certification rules.
Google defines gambling as staking something of value on an outcome determined wholly or partly by chance, with the opportunity to win something of value. The company said legal definitions of gambling vary by country and that its enforcement aligns with the regulatory framework of the country being targeted.
In India, Google categorises games that require licensing or authorisation, or those considered gambling under local law, as restricted. Under its policy, fantasy sports are categorised as gambling, making promotions for fantasy sports platforms and rummy played for money ineligible for advertising in the country.
Online gambling advertising is allowed only in approved countries that meet certification criteria, and India is not included on that list. As a result, ads for online casinos, bookmakers, online poker, rummy for money, online sports betting and similar services are barred. Promotion of offline gambling is also prohibited in locations where such advertising is illegal, with India listed among those locations.
The policy also restricts aggregator and affiliate gambling content. While such content may be allowed in some countries if the operators do not offer gambling themselves or link to gambling services they own, Google said that in India, where online gambling promotions are not permitted, aggregator or affiliate gambling content cannot be advertised.
Google allows advertising for social casino games — simulated gambling-style games with no opportunity to win real-world value — only in certain countries and only with certification. India is included among the countries where such ads may run, subject to strict conditions. These include age-gating to the legal gambling age, no targeting of minors, disclosures that the games do not offer real-money gambling or real-world prizes, disclosure of in-app purchases and a ban on branding associated with real-money gambling companies. Promotion of aggregator or affiliate content for social casino games is not allowed.
“Violations of the social casino games policy are treated as egregious,” Google said, adding that accounts found in breach may be suspended immediately and permanently without prior warning.
Advertisers must apply for Google certification to run permitted gambling-related ads and must maintain valid licences and approvals. Separate certifications, and in some cases separate accounts, are required for online gambling and social casino games, with reapplication required if there are material changes to advertiser information.
Ads that target only disallowed countries such as India are labelled “Disapproved” and do not run, while campaigns targeting both allowed and disallowed countries are labelled “Eligible (limited)” and do not serve in restricted locations. Google also restricts certain ad formats for gambling-related promotions, including Gmail ads, Shopping ads, reservation display ads and Google TV masthead ads outside the United States, Brazil and the United Kingdom.
